Cebuano family business sets sights on national expansion

CEBU, Philippines — From a humble stall at Sugbo Mercado, Jipai Taiwan Fried Chicken is now setting its sights on national expansion, following the successful launch of its first full-service restaurant in Cebu City earlier this month.

Founded in 2022 with an initial capital of just P60,000, this pandemic-born family business was the brainchild of Adrian Barba, a former overseas Filipino worker in Taiwan, who wanted to recreate the crispy, flavorful fried chicken cutlets — known as "Jipai" — that had brought him comfort abroad.

Together with his wife Margie and daughter Marj Adrienne, Adrian spent months perfecting a recipe that blended authentic Taiwanese street flavors with the Filipino palate. The family’s efforts paid off, as the brand quickly gained traction among Cebuano diners, particularly the younger bunch.

A year after in 2023, Jipai expanded its menu by incorporating Thai cuisine, inspired by a family trip to Thailand and a traditional Thai cooking class.

The addition of dishes like Pad Thai further differentiated the brand in Cebu’s competitive food scene and laid the groundwork for broader expansion.

By 2024, Jipai had established multiple branches across Cebu — including locations in Banawa, Horizons 101, and Talamban — tapping into a growing customer base attracted by its fusion of Taiwanese and Thai street food.

The company’s biggest milestone came on April 4, 2025, with the opening of a full-service restaurant at Escario Central. The new outlet showcases a wider range of offerings, from Thai spring rolls and Tom Yum fried rice to signature beverages like Thai milk tea, delivering a more complete and relaxed dining experience.

While Jipai’s distinct flavor profile initially posed a challenge among local consumers, the Barbas adapted by conducting extensive taste tests and refining their recipes to better align with local preferences — all while preserving the brand's authentic roots.

Now, with strong market validation in Cebu, the Barba family is preparing for the next phase: scaling Jipai into malls and major cities across the Philippines.

The long-term vision is to establish Jipai as a leading name in Filipino dining, bringing its unique blend of Taiwanese and Thai street food flavors to a national audience.

“We’re excited to take what we’ve built in Cebu and introduce it to more Filipinos,” said Marj Adrienne Barba, who leads Jipai’s day-to-day operations.

“Our goal is to grow steadily, stay customer-focused, and make Jipai a beloved brand beyond our home city,” she added.

With its strong family-led management, adaptable menu, and a proven ability to evolve with market tastes, Jipai Taiwan Fried Chicken is poised to carve out a distinct space in the country’s growing food and beverage sector. — (FREEMAN)