Mohamed Amir Benkoula, widely known as Chef Amir, is an Algerian chef, content creator, and entrepreneur from the city of Mostaganem. He began his content creation journey as a university student, launching his social media channels to share his passion for cooking. He gained fame for his simple and direct approach to presenting easy-to-prepare Algerian and international recipes, always concluding his videos with his signature catchphrase, "Bzaf bnina" (very delicious), which has become his trademark. Chef Amir focuses on making cooking accessible to everyone, especially beginners and young people, through short, practical videos that have achieved widespread popularity. Building on his digital success, Amir channeled his expertise and popularity into the business world by founding Prince Pâtisserie in his hometown of Mostaganem, a venture that reflects his passion for professional pastries and baked goods. Chef Amir continues to grow his brand through a strong presence on platforms like YouTube and Instagram, as well as through appearances on television programs, establishing him as one of Algeria's prominent young culinary figures.

Chef Amir founded Prince Pâtisserie in the city of Mostaganem, successfully transforming his digital success into a tangible business venture in the fine pastry and bakery sector. Leveraging his popularity and culinary credibility, Chef Amir has been featured on Algerian television shows, including an appearance on El Bilad TV, which has helped solidify his status as a recognized media personality in the cooking world. He has successfully built a strong personal brand online, with his catchphrase "Bzaf bnina" becoming synonymous with his easy and reliable recipes. This has earned him the trust and loyalty of a large Algerian and Arab audience.

In his early days around 2020, Chef Amir mentioned he was a university student, but no verified information was found regarding his specific academic major or the university from which he graduated.