1 day Ago By Katlene O. Cacho-Laurejas
EVERY great business begins with a story — and for entrepreneur Marj Adrienne Barba, the journey of Jipai Taiwan Fried Chicken started with a craving, a memory and a dream.Jipai was inspired by her father Adrian Barba’s experience as an overseas Filipino worker (OFW) in Taiwan. During his time abroad, he and his fellow OFWs found comfort in Jipai — a popular Taiwanese street food known for its crispy, well-marinated fried chicken.
It became their go-to treat on days off — a comforting taste of familiarity in a foreign land.When Adrian returned to the Philippines, he was determined to recreate that delicious memory. Together with his wife Margie and daughter Marj, the family spent months testing recipes until they perfected the iconic Jipai flavor.
In 2022, with a startup capital of P60,000, they officially launched Jipai Taiwan Fried Chicken at Sugbo Mercado, one of Cebu’s most popular food markets.A year later, a family trip to Thailand sparked the next chapter in their food journey. After joining a traditional Thai cooking class, they were inspired by the country’s bold and vibrant flavors.
The idea to add Pad Thai to their menu was born.It was a game-changer. Customers embraced the new offering, and Jipai evolved into a unique fusion concept — blending the best of Taiwanese and Thai street food under one brand.
The bold concept quickly drew attention and praise.But with innovation came challenges. “Some people loved it, others didn’t,” Marj shared.
Jipai’s distinct flavors were unfamiliar to many Filipino palates. The team responded by slightly tweaking their recipes — incorporating more familiar tastes, sourcing local substitutes for hard-to-find Thai ingredients and conducting multiple taste tests to strike a balance between authenticity and accessibility.Jipai menu offers the best of both worlds, incorporating more familiar tastes, sourcing local substitutes for hard-to-find ingredients and conducting multiple taste tests to strike a balance between authenticity and accessibility.
From kiosk to restaurantIn 2024, Jipai expanded beyond its humble food stall roots — opening new branches in Banawa, Horizons 101 and Talamban. The biggest leap came this year when the family launched their first full-service restaurant at Escario Central on April 4, 2025.The new space offers customers a relaxed dining experience and a more expansive menu that now includes Thai spring rolls, Tom Yum fried rice , and Thai milk tea — further elevating the Jipai experience.
For Marj, this is only the beginning. Her vision for Jipai over the next 10 years includes opening more branches in malls, expanding to new cities and eventually sharing Taiwanese and Thai flavors with more Filipinos nationwide.Like many small businesses, Jipai has faced challenges — slow sales, rising operational costs and the unpredictable nature of the food industry.
However, Marj views setbacks as opportunities for growth. “Adaptability is key,” she said. “Challenges will always come, but being flexible, recognizing our strengths and weaknesses and embracing continuous change make all the difference.
”She credits customer feedback, regular taste testing and staying hands-on in operations as vital to their continued growth. “We’re present in the store. We talk to customers, learn from them and always strive to improve.
”Business lessons from the kitchenThrough her journey, Marj has gathered valuable insights for aspiring entrepreneurs:1. Take the risk — but make sure it’s something you truly love and are willing to invest in.2.
Stay grounded — business will test your mindset, but perseverance is essential.3. Pray through every step — The same God who gave you the business idea is the same God who will guide you to successFrom one comfort food memory to a full-blown business dream, Jipai is proof that passion, persistence and purpose make the perfect recipe.
/ KOC.
