Wild Cookbook / Wildish : Charith N. Silva — From Outdoor Flames to Global Fame

How a Sri Lankan creator turned rustic cooking into a worldwide brand

By rebuildsrilanka.com | Entrepreneurs of Sri Lanka Series | 02

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By RebuildSriLanka.com | Entrepreneurs of Sri Lanka Series

The Spark of an Idea

In the quiet depths of 2020, as the world paused, Sri Lanka’s kitchens pressed on. It was during this time that Charith N. Silva launched Wild Cookbook, a YouTube channel where traditional Sri Lankan cooking met the wild outdoors. His unique formula—open fires, stunning natural settings, local ingredients, and raw, visceral visuals—immediately resonated.

Since that launch, Wild Cookbook has become a genuine phenomenon: he has uploaded over 600 videos and amassed more than four billion views. In March 2025, Charith’s channel made history by becoming the first Sri Lankan YouTube channel to pass 10 million subscribers, earning him the coveted Diamond Play Button.

The Founder-Creator: Charith N. Silva

Charith is more than just a chef or a content creator; he is an entrepreneur who spotted an opportunity in authenticity. His signature style is rustic, experiential, and deeply rooted in Sri Lankan food culture, yet masterfully designed for a global audience.

Demonstrating smart brand expansion, he leveraged his digital success to open a physical space in late 2024. His Colombo restaurant, Wildish, successfully translates his signature outdoor-style cooking into a real-life, immersive dining experience.

Building a Brand Beyond Borders

What makes Wild Cookbook stand out is its commitment to universal storytelling:

• Visual Storytelling: Minimal reliance on voice-over makes the content universally accessible, placing a heavy focus on the imagery and the sensory experience of cooking.
• Cultural Blend: It marries authentic Sri Lankan local flavors and cooking methods with an appeal that transcends national borders.
• Digital Reach: It leverages digital platforms to share native culture with the entire world.

His 2025 recognition on the prestigious Forbes 30 Under 30 Asia list (Arts: Food & Drink) marked a milestone not just for personal success, but for Sri Lanka’s entire creative-digital economy.

Entrepreneurial Lessons & Impact

Charith’s journey offers clear, actionable lessons for aspiring entrepreneurs:

• Find Your Niche: Combine unique elements: outdoor cooking + native culture + digital reach.
• Scale Smart: Build a strong digital content base first, then extend strategically into a physical space (the restaurant).
• Leverage National Identity: Showcase what is local, but package it to be globally compelling and easily understood.
• Use Milestones Strategically: Leverage achievements (10M+ subs, Diamond Play Button, Forbes list) to elevate brand credibility and open new doors.

Beyond the metrics, his success signals a major shift: Sri Lankan creators can compete on the global stage. For RebuildSriLanka, his story is a vital reminder—entrepreneurship doesn’t always mean manufacturing factories; it can thrive through digital craft, cultural export, and creative ecosystems.

What’s Next?

With a solid brand foundation in place, the future for Wild Cookbook likely includes deeper brand extensions (products, ingredients, publishing), collaborations across media and tourism, and perhaps further scaling of the Wildish restaurant concept.

For emerging Sri Lankan entrepreneurs, Charith’s path shows that disruption doesn’t always need massive capital—sometimes it simply needs a fresh concept, unrelenting consistency, and genuine authenticity.