At one point, this kind of video streamed on timelines everywhere.

Wow, this looks fun! I want to try this straight away.
Apparently it’s the Japanese version of ‘Tastemade’, the so-called on-line video network channel focused on food.
For now it seems there is only​ ​an official Facebook page​ ​(the video is shared from there) and​ ​an Instagram account​ ​.

【３種の海南鶏飯】 #海南鶏飯 #おいしい #おうちごはん #食卓 #昼ごはん #夜ごはん #夕食 #nomnomnom #delish #yummyfood #homemadefood #instafood #instacook

Tastemade japanさん(@tastemade_japan)が投稿した写真 – 2016 4月 15 4:30午後 PDT

Videos are ‘Instagram’ in size as well.
It’s perfect. This size is a very pragmatic way of introducing recipes. Just like your typical cooking programme back home. But also features this type of recipe as well. Sooner or later this could happen in Japan.
By the way, ‘Tastemade’ is also on Apple TV.