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Food content creator JM Granado. Handout

Josh Mercado

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1760519883656image0.jpg" style="width:950px" class="fr-fic fr-dib"/>Food content creator JM Granado. HandoutMANILA -- As traditional cookbooks are no longer appealing to some people, there is a long list of FoodTok stars (or cooks and chefs on TikTok) who are now keeping netizens seated and engaged.<br style="color:rgb(34, 34, 34);letter-spacing:normal;orphans:2;text-align:start;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial" id="isPasted"/><br style="color:rgb(34, 34, 34);letter-spacing:normal;orphans:2;text-align:start;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial"/>Theirs is like watching a food film — where every dish is bathed in flattering light that brings out its texture and color, every drop of soup is heard with perfect clarity, and every frame is composed like a beautifully arranged table. <br style="color:rgb(34, 34, 34);letter-spacing:normal;orphans:2;text-align:start;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial"/>And they&#x27;re everywhere on TikTok. Some do it brightly, like Rachel Ray; some combine fine dining and humor, like Julia Child; and others pull it off, like Gordon Ramsay. They approach each culinary content differently, but the goal is always to pique viewers’ interest and encourage them to follow their recipes.<br style="color:rgb(34, 34, 34);letter-spacing:normal;orphans:2;text-align:start;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial"/><br style="color:rgb(34, 34, 34);letter-spacing:normal;orphans:2;text-align:start;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial"/>One of them is JM Granado, a viral home cook turned FoodTok star who has captured the attention of the online community with his creative takes on traditional Filipino dishes. Some of his most popular dishes include Kare-Kare Cookies, Coffee + Banana, Chicken ParmDesal, Ginataang Vegetable Dumplings, Sinigang Gang, Sinigang Ramen, Sapin-Sapin Cheesecake, and Sinigang Paella.</div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/176052019329620251015 (5).jpg" style="width:950px" class="fr-fic fr-dib"/></div>In an interview with ABS-CBN News, Granado said reimagining classic dishes gives him a sense of satisfaction.“I’d say I’m extremely satisfied whenever I cook. For me, cooking feels like therapy. It keeps me grounded while allowing me to be more creative. But the best part is seeing people enjoy the food I make and how it naturally sparks conversation. That’s what makes the whole experience truly fulfilling,” he said.“I wanted to recreate the flavors I grew up with which is Filipino cuisine. Over time it became something more. I started sharing my cooking online during the pandemic and people connected with it,” he added.Far beyond simply following his recipes, netizens now look to Granado for daily culinary inspiration. His TikTok account has amassed more than 130,000 followers, with his most popular video racking up an impressive 13.9 million views.Speaking to ABS-CBN News on his relationship with his followers, he said, “Viewers often tell me that my content feels warm and inviting — ‘yung tipong makikituloy ka sa tropa para sabay-sabay kumain. I make sure my videos are not just about food, but also about connection — may kasamang kwentuhan, interaction, and genuine engagement with my community. I really value their comments, whether it’s suggestions or constructive feedback, because it helps me grow.”When asked to define his brand as a FoodTok star, he answered, “The flavor I bring? It’s Filipino comfort food with a creative twist. Something familiar yet exciting. Always rooted in the warmth of our culture.”<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/176052025466920251015 (6).jpg" style="width:950px" class="fr-fic fr-dib"/></div>Rule breaker? Granado&#x27;s passion for home cooking has enabled him to break free from culinary standards and embrace the creativity allowed by his audience and kitchen.“I like mixing familiar flavors with new ideas. Hindi naman fine-dining level, just food na hindi mo aakalain na magmi-make sense. Since I’m a home cook, I don’t really follow rules,” he said.However, the originality displayed in his food is anchored in a respect for the traditions in which he works. For example, one of his specialty recipes is chicken and waffles, which has a Pinoy touch. Instead of the typical waffle, Granado served a pancake brimming with the sweet flavors of bibingka. The combination of familiar flavors in an unexpected new form has made Bibingka&#x27;t Chicken a big hit at Granado&#x27;s restaurant Silid in Mallorca City in Silang, Cavite.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1760520027694image1.jpg" style="width:633px" class="fr-fic fr-dib"/>JM Granado at his restaurant Silid. HandoutGranado’s ability to honor tradition while showcasing forward-thinking creativity has made him stand out in the digital space. Beyond his growing online following, he has also partnered with major brands such as Knorr, Heinz, Selecta, and Grab.</div>Aside from personalizing every food display and crafting authentic stories that connect with his audience, food is a celebration in and of itself.“For me, food is not just part of the celebration — it is the celebration itself. Whether it’s a dish we learned from a recipe online or one passed down through generations, whether it’s a grand feast or a simple salo-salo, food carries the essence of the moment. It’s deeply natural for us Filipinos to express joy, love, and togetherness through food — that’s why it will always be at the heart of every celebration,” he told ABS-CBN News.The TikTok star noted that the best dishes are made with love and passion, adding, “You can create something truly amazing even with the simplest ingredients. For me, great food is really about intention — how you prepare it, how you present it, and the care you put into every step. And while it may sound a little cliché, I believe the best meals are those cooked with love and passion.”<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1760520109755image10.jpg" style="width:950px" class="fr-fic fr-dib"/>Food content creator JM Granado. HandoutGranado has since taken the next step in his online direction, as he is now represented by Sphere Celebrity and Influencer Management.<br style="color:rgb(34, 34, 34);letter-spacing:normal;orphans:2;text-align:start;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial"/><br style="color:rgb(34, 34, 34);letter-spacing:normal;orphans:2;text-align:start;text-indent:0px;text-transform:none;widows:2;word-spacing:0px;-webkit-text-stroke-width:0px;white-space:normal;background-color:rgb(255, 255, 255);text-decoration-thickness:initial;text-decoration-style:initial;text-decoration-color:initial"/>“Now that I’m part of Sphere, sobra akong excited to collaborate more and share bigger stories,” he said.</div>

JM Granado, a viral home cook turned FoodTok star, has captured the attention of the online community with his creative takes on traditional Filipino dishes.

JM Granado, a viral home cook turned FoodTok star, has captured the attention of the online community with his creative takes on traditional Filipino dishes.

Viral home cook JM Granado reimagines Pinoy faves on TikTok

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Viral home cook JM Granado reimagines Pinoy faves on TikTok

Josh Mercado

Published Oct 15, 2025 05:28 PM PHT

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JM Granado

content creator

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Silid

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