Cover Content creator Juri Imao, better known as Jujumao, carved his own path, separate from his sculptor father Juan Sajid Imao and late grandfather National Artist Abdulmari Asia Imao (Photo: Juri Imao)
Content creator Juri Imao, better known as Jujumao, carved his own path, separate from his sculptor father Juan Sajid Imao and late grandfather National Artist Abdulmari Asia Imao (Photo: Juri Imao)
1 / 1
Known for his fast-paced cooking videos online, Juri Imao—or Jujumao to his millions of followers—shares how he went from looking for jobs to becoming a social media sensation
To Juri Imao, better known as Jujumao online, food is more than a basic necessity. It is a cultural dialogue, a gateway to millions of hearts and stomachs worldwide. This young, long-haired chef who whips up cooking videos at double speed, has amassed over 5.5 million subscribers across TikTok, Instagram, YouTube and Facebook.
His followers appreciate him not only for his delicious recipes but also for his celebration of international cuisine, especially his fresh takes on Filipino dishes. “We incorporate as many different and unique cuisines and dishes to show our audience the vast and exciting cultures of food that surround us,” he tells Tatler. “We also love to showcase new and exciting takes on Filipino cuisine to the whole world.”
Read more: What exactly is Filipino fine dining?
From commis chef to content king
Food has always been central to Imao’s life. Growing up with a Kapampangan grandmother who loved to cook, he was fascinated by her meticulous process and delicious dishes. His parents, adventurous eaters themselves, introduced him to a variety of cuisines early on. His father would even prepare Japanese food at home when it was still a rarity in the Philippines.
Unlike other kids who were drawn to cartoons and sports, Imao found himself glued to the Asian Food Channel and the Lifestyle Network, watching culinary icons like Gordon Ramsay, Giada De Laurentiis and Martin Yan. These experiences, he says, shaped and fuelled his passion for cooking.
Read more: These are the most iconic Filipino dishes from Negros, Ilocos, Pampanga, and more
However, his journey to becoming a full-time food content creator wasn’t straightforward. His first job after college was as a commis chef in a hotel, but the loneliness of living away from home pushed him to explore other options. He switched to a sales job to be closer to his family, but his heart remained in the kitchen.
“I wanted to be back in the kitchen so bad, so I started applying for different jobs,” he recalls. “While doing that, I was also fascinated with watching cooking content, especially during the pandemic, so I decided, just for fun to try to making my own content.”
Read more: Who is Abi Marquez, the content creator showcasing Filipino cuisine to the world?
What started as a side project quickly became a full-blown career. TikTok, which was rising in popularity, became his playground. There, he combined culinary skills with entertainment to create engaging cooking videos. His storytelling approach resonated with audiences across the globe. One video, in particular, catapulted his success. “The video that really changed the trajectory of my career was my Chicharron Guacamole video,” he says. “It garnered more than 129 million views. That’s what really put me on the map.”
“International creators started following me and wanted to collaborate. That’s when I decided to make content creation my full-time job.”
The birth of Jujumao
As his content gained traction, Imao needed a memorable name. He settled on Jujumao—a combination of his first and last name. “Ju or Juju was my nickname when I was working in the kitchen. My wife also made a TikTok years back combining her first and last name, Joanna Laurente, into Jojolaul. I drew inspiration from that as well,” he shares. “I wanted something that rolls off the tongue and has easy recall.”
Creativity runs in his blood. His grandfather, Abdulmari Asia Imao, was a National Artist, and his father, Juan Sajid Imao, is a celebrated sculptor. However, instead of following in their footsteps, Imao chose to craft his own legacy with pots and pans.
While his artistic lineage gave him an innate sense of creativity, content creation comes with its own challenges. “It’s always a challenge thinking of new ways to innovate recipes and keep my audience engaged,” he admits. “The pressure to deliver fresh ideas and maintain audience interest is always there.”
To alleviate that pressure, Imao brought a team on board. “I currently have one person in-house as my creative producer,” he explains. “After nearly two and a half years of making content, it gets draining constantly having to come up with ideas on my own. Having someone to bounce new concepts off has been so helpful, significantly reducing the mental fatigue of constantly trying to come up with fresh content.”
Read more: Influencing, unfiltered: Jin Lim and Maggy Wang on what it really means to be an influencer today
Looking back, Imao wishes he had been less of a perfectionist at the start of his career. “I used to overthink my content,” he shares. “I thought my videos had to be perfect, so I’d spend hours planning every detail. But later on, I realised that people follow you not just because of your content but because of your personality, your willingness to try different things and even your imperfections.” Some of his most successful videos, he notes, were spontaneous ideas executed on the same day.
The former commis chef and real estate agent has collaborated with epicures such as James Beard Award winner Erwan Heussaff and content creators including Bayashi and Eggtoker.
Gratitude and growth
Despite the challenges, Imao remains grounded, crediting gratitude as his guiding principle. “My mum always tells me to make a conscious effort to find things to be grateful for,” he says. “When I take a step back, no matter what situation I’m in, and find things to be grateful for, I can quickly pick myself back up and stay focused on my goal.”
He extends this philosophy to aspiring food content creators. “Just start,” he advises. “You don’t need to have a solid concept or the best gear. These things you will learn along the way just by constantly pushing out content. I never really learned how to use a camera or shoot until I started content creation.”
Read more: Why community matters to these young leaders from Asia
He also stresses the importance of community. “Connect yourself with as many like-minded people as possible. Find a community and try to integrate yourself into it. Having friends in the food creator world really helped me navigate the space.”
Reflecting on his journey, Imao admits, “I didn’t expect to re-enter the food industry this way, but I absolutely love that this is my full-time career now.”
Meet more Gen.T Leaders of Tomorrow in Media & Marketing.
NOW READ
Chef JP Anglo cultivates effective leadership with family values and Filipino food
Meet the innovative chocolatiers behind Asia’s finest chocolate creations
Christophe Bariou was told he had weeks to live. Now he’s building a sustainable future
Topics
Syrah is Tatler Philippines’ Power & Purpose editor, where she spotlights extraordinary journeys shaping the Philippines and Asia. She covers business, innovation, impact, and culture—chasing the people, ideas and forces shaping how we live and think today.
