The pandemic cooking boom changed the shape of my life this summer. The videos, the followers, the brand deals — they've created a parallel income that's keeping the lights on while my day job sputters.
The numbers: Bobby Tran BBQ Instagram has 75,000 followers. Emma's tutorial videos average 200,000 views each. My brisket video passed 1.5 million. The fish sauce brand deal pays $750 per sponsored post (two per month — $1,500). A BBQ rub company reached out for a collaboration: they want to produce a "Bobby Tran Vietnamese Fusion Rub" and sell it online. Royalty: 8% of sales. Lily negotiated it to 10%. She's fourteen.
The rub deal is a big decision. My rub — Mr. Clarence's base plus my Vietnamese additions — is personal. It's not a product. It's a legacy. But the rub company isn't asking me to change it. They're asking to scale it. Same recipe, same ingredients, produced in a facility, sold in a jar.
I said yes. Because Mr. Clarence gave me that recipe to use, not to hoard. And because 10% of online sales during a pandemic is not nothing.
The cooking videos have become a family production. Sunday afternoons: all three kids in the kitchen, filming. We've developed a rhythm — Emma handles instruction and technique, Tyler handles the smoker content, Lily shoots and edits and does the voiceover intros. I'm the personality. "The grumpy Vietnamese-Texan dad" is how one commenter described me. I'll take it.
This week's video: a complete banh mi tutorial, from baguette baking to assembly. Emma demonstrated the bread (her recipe, refined over three years). Tyler grilled the pork. Lily assembled the sandwich with a speed-run timer on screen: 2 minutes 48 seconds. The video got 350,000 views. Comments: "I've never made bread before. I made bread." "My kids ate Vietnamese food for the first time." "Bobby Tran is the dad I wish I had."
That last one. I read it at 11 PM alone in my kitchen and I sat with it for a long time. Someone on the internet wishes I was their dad. I spent years believing I was the worst father alive. The drinking years. The absent years. And now a stranger says they wish I was theirs.
I'm not a perfect father. I'm a father who showed up late and stayed. That's different from perfect. It might be better.
Made pho for Ma on Saturday. She's walking half a mile now — halfway to the temple. She says she'll be at the temple by September. I believe her. I believe everything this woman says.
After the banh mi video hit 350,000 views and I read that comment — the one from the stranger who said they wished I was their dad — I didn’t reach for the smoker or start proofing bread dough. I made fish. Specifically, fish fillets in garlic butter, the kind of quiet, unfussy pan dish that Ma used to pull together on weeknights when she didn’t want to think too hard. The fish sauce brand that’s been paying our bills this year makes a cameo in my version, naturally. Some nights you don’t need a production — you just need butter, garlic, and a hot pan to remind you that the kitchen still belongs to you, not the algorithm.
Fish Fillets in Garlic Butter
Prep Time: 10 minutes | Cook Time: 15 minutes | Total Time: 25 minutes | Servings: 4
Ingredients
- 4 white fish fillets (tilapia, cod, or catfish), about 6 oz each
- 4 tablespoons unsalted butter, divided
- 4 cloves garlic, minced
- 1 tablespoon olive oil
- 2 tablespoons fresh lemon juice
- 1 teaspoon fish sauce
- 1 tablespoon fresh flat-leaf parsley, finely chopped
- 1/2 teaspoon kosher salt
- 1/4 teaspoon freshly cracked black pepper
- Lemon wedges, for serving
Instructions
- Dry and season. Pat the fish fillets completely dry with paper towels — moisture is the enemy of a good sear. Season both sides evenly with salt and black pepper.
- Heat the pan. In a large skillet over medium-high heat, combine the olive oil and 1 tablespoon of butter. Let the butter melt and foam, then settle — about 1 minute. The pan is ready when a drop of water flicked in sizzles immediately.
- Sear the fish. Add the fillets in a single layer, do not crowd. Cook undisturbed for 3 to 4 minutes until the underside is golden and releases naturally from the pan. Flip once and cook another 2 to 3 minutes, until the fish flakes easily at the thickest point. Transfer to a plate and tent loosely with foil.
- Build the garlic butter. Reduce heat to medium. Add the remaining 3 tablespoons of butter to the same skillet. Once melted, add the minced garlic and cook, stirring constantly, for 60 seconds until fragrant but not browned.
- Finish the sauce. Remove the skillet from heat. Stir in the lemon juice and fish sauce. Taste and adjust salt if needed. Add the parsley and swirl the pan to combine.
- Plate and serve. Return the fillets to the skillet just long enough to coat them in the sauce, about 30 seconds. Spoon additional sauce over the top. Serve immediately with lemon wedges alongside steamed rice or crusty bread to catch every drop.
Nutrition (per serving)
Calories: 275 | Protein: 31g | Fat: 15g | Carbs: 2g | Fiber: 0g | Sodium: 420mg
About the cook who shared this
Bobby Tran
Week 222 of Bobby’s 30-year story
· Houston, Texas
Bobby Tran was born in a refugee camp in Arkansas to parents who fled Saigon with nothing. He grew up in Houston straddling two worlds — Vietnamese at home, Texan everywhere else — and learned to cook from his mother's pho and a neighbor's BBQ smoker. He's a former shrimper, a recovering alcoholic, a divorced dad of three, and the guy who marinates brisket in fish sauce and lemongrass because he doesn't believe in borders, especially when it comes to flavor.