MANILA, Philippines – Are you familiar with the long-haired young chef who whips up cooking videos at double speed? You might be surprised that TikTok star and food content creator Jujumao didn’t start in the kitchen — the young home chef actually comes from a family of renowned artists.

His grandfather is a National Artist, and his father is a celebrated visual artist. But instead of following in their footsteps, Jujumao chose to carve his own path of food artistry, blending his culinary creativity with his knack for performing to captivate over two million followers online. 

Juri Imao, better known by his online moniker, is working on his niche as a food content creator on TikTok. His journey has been a fusion of heritage, personal exploration, and relentless hard work, proving that creativity can flourish in many forms — even in the kitchen.

Fortunate start

Reflecting on his early days on TikTok, Juri recalled how fortunate he was to find success almost immediately.

“When I first started content, I was very fortunate enough my first few contents hit off with the audience well,” he told Rappler. His initial cooking videos gained traction quickly, putting him in the spotlight sooner than expected.

While this quick rise could have been overwhelming, Juri embraced it as motivation. “If may potential dito, I will do my best,” he recalled, channeling the pressure into a drive for excellence.

Even before brand sponsorships came his way, Juri was committed to producing high-quality content, investing time and resources into his production. His early efforts to create visually engaging videos set the tone for the meticulous standards he maintains today.

Coming from a family steeped in the arts, Juri could have quickly followed in their footsteps. However, he admits that he deliberately chose a different route, partly as an act of rebellion.

“I didn’t want to be like my parents… I don’t want to be an artist like my dad,” he shared. Instead, he found inspiration from his grandmothers, avid home cooks, one from Pampanga and the other from Ilocos. Their influence ignited his love for cooking, ultimately leading him to pursue a career in food.

Juri gained a loyal following of more than 4.5 million across various platforms. His short-form videos showcasing local and international recipes have captured viewers’ attention globally.

Long shoots, constant editing: A day in the life

While Juri’s videos may only last a few minutes, the work behind them is anything but short. He describes his daily routine as a delicate balance between shooting and editing, often spending up to eight hours filming just to get the perfect shot for a one-minute clip.

“What people don’t know is that you shoot for eight hours just to get the perfect angle,” Juri explained.

Despite having a small team to assist with some tasks, Juri still handles much of the editing himself. His attention to detail and commitment to quality are evident in every video, as he ensures that each clip meets his high standards. This perfectionism often slows down his upload schedule, although he and his team work fast enough that they have enough video content ready to be uploaded at any time.

With a commis chef — a junior role in the kitchen — and real estate agent background, Juri brings a diverse skill set to his content creation. Working with culinary icons like James Beard Award winner Erwan Heussaff and viral sensations Bayashi and Eggtoker has solidified his place in the food scene. His work seamlessly merges artistry and cuisine while building toward more significant projects. On the horizon are plans for a food stall franchise and a restaurant pop-up, where Juri will showcase his inventive take on Filipino dishes.

As a food creator, Juri skillfully navigates the balance between following trends and setting his own. Recognizing the importance of staying relevant, he regularly taps into popular food trends, with his viral chicharong guacamole video being a pivotal moment in his career. “We try to research the most relevant trends and hop on them if they fit into what we do,” he added.

But Juri isn’t content with just riding trends — he’s also working on pioneering new content formats. He’s recently begun experimenting with medieval cooking, a relatively unexplored concept in short-form content. This innovation allows him to stay ahead of the curve while exploring creative ways to present food content.

Witness, for example, Juri’s flavored calamares recipe, which one may note for how the batter stays onto the squid even after a day of reheating, while retaining the crunch — plus the unique twist of the barbecue flavor.

Here’s another tip from the content creator: Cooking omurice? He says the secret is all in the angle when flipping the pan.

The challenges no one sees

Though his videos often look polished and effortless, Juri quickly highlights the challenges behind the scenes. From kitchen accidents to technical difficulties, creating content is rarely as smooth as it seems.

“Sometimes you cut yourself, sometimes you slip on oil,” he said, recalling the unpredictable nature of his work. Beyond physical mishaps, mental and emotional hurdles, like self-doubt and creative exhaustion, also play a role in his process.

Despite the challenges, Juri thrives on the unpredictability of content creation. Whether it’s a flawless shoot or a day full of mishaps, he embraces the journey, finding joy in both the successes and the setbacks.

With a steadily growing audience and big plans on the horizon, he continues to push the boundaries of food content creation. Through his unwavering dedication and creativity, Juri Imao has proven that success can come from forging your path — even if that path leads to the kitchen instead of a canvas.

With his unique blend of artistry and culinary flair, Imao is poised to continue making online and offline waves. – Rappler.com