Successful businessman and deemed Lord of Scents as the President and CEO of Aficionado Perfumes and Personal Care, Joel Cruz, has diversified his business into food. As a a major need in the market in this changing economic situation, he launched a new brand called Takoyatea.

This is a coined word that is a combination of the famous Japanese street food takoyaki and the popular Taiwanese drink milk tea — a perfect combo meal. He is a big fan of both as he has enjoyed these during his travels to the respective countries, therefore knowing the authentic tastes and concocted these in their food offerings.