The weather was cool and gloomy on the day of The Sunday Times Magazine's visit to The Cookery Place in Bonifacio Global City. But once inside, the air was warm and heavy yet welcoming. Upon closer look, moving deeper into the cozy space, the very source of the pleasant heat came into view. And it wasn't just the open stoves of an eager cluster of students raising the temperature. It was also the very person at the center of this culinary chaos, Juri Imao — or as the internet loves to call him, Jujumao — who radiated with energy and excitement.

The scene was but a microcosm of what the 27-year-old food content creator has built for almost three years: an enormous online community with whom he shares his recipes through engaging bite-sized or short-form videos. On the other hand, his millions of followers find joy in trying to recreate his recipes in their own kitchens.