The BURO Impact Awards celebrates the creativity, originality, passion, and accomplishments of Malaysia’s trailblazing talents. Ahead, we delve into conversation with our Muse of the Year, Loh Yi Jun.
Loh Yi Jun’s journey has been a delicate dance between tradition and innovation, academic precision and creative passion. From the controlled environments of chemical engineering laboratories to the vibrant, unpredictable world of the culinary arts, he challenges the boundaries of what food can represent with each recipe and story moving beyond sustenance to become a powerful medium of cultural expression, personal identity, and collective memory.
Known simply as Jun to his growing legion of followers, he has carved out a unique space in the digital landscape. His work is not about trends or viral moments, but about creating meaningful dialogues around food, heritage, and human connection. In a world often divided, Jun’s content serves as a gentle, mouth-watering reminder of what brings us together: the universal language of a well-prepared meal, the stories whispered through family recipes and the profound intimacy of sharing food.
THE BIRTH OF AN INFLUENCER
Although Jun shies away from the title of “influencer,” there is no denying his profound impact on the culinary landscape. The seeds of his journey were planted in the most unexpected of places—the rigorous, precision-driven world of chemical engineering at the University of Cambridge. Far from the warm kitchens and bustling food markets that would later define his career, Jun was once immersed in the language of equations, molecular structures, and scientific methodology.
Yet, even within the sterile confines of laboratory experiments, creativity found its way. Study sessions with friends would invariably drift towards cooking shows, transforming academic stress into culinary curiosity. These informal cooking experiments were more than mere distractions. They were the first whispers of a passion that would dramatically reshape his professional trajectory. Unlike many who might hesitate at such a radical pivot, Jun’s family offered unexpected and wholehearted support. “My parents understood that passion isn’t something you can manufacture,” he explains. “They told me to give it a genuine attempt for a couple of years. If it didn’t work out, my engineering degree would always be there as a safety net.” The unspoken message was clear: pursue your curiosity with conviction.
After completing his degree, Jun didn’t just dabble in cooking—he committed fully. He enrolled in culinary programs that would take him across Europe, spending time in London and in Paris. “Those nine months—six in London, three in Paris—were transformative,” he reflects. “It was then that I realised how much I loved being in touch with food in this way. Cooking became more than just a skill; it became a path.”
Jun’s path led him to the renowned Blue Hill at Stone Barns in New York, where he honed his craft in a restaurant synonymous with innovation and sustainability. After gaining invaluable experience abroad, he returned to Kuala Lumpur to carve out his own space in the food world.
His talents extended beyond the kitchen. Combining his culinary expertise with his gift for storytelling, Jun began creating recipe content that resonated widely. His Miso Mushroom Pasta recipe on Food52 became an instant favourite, while his YouTube tutorial on How to Make Bubble Tea (Boba) at Home garnered over 1.3 million views. In a digital landscape teeming with content, Jun’s ability to marry technique with authenticity set him apart, earning him a devoted following.
FOOD=CULTURE/CONTEXT
Food is far more than mere sustenance—it is the most intimate autobiography a culture can write. Every dish tells a story of migration, survival, adaptation, and identity. In Malaysia, this narrative is particularly profound. Our cuisine is a living, breathing testament to centuries of cultural intersection—a delicious dialogue between Malay, Chinese, Indian, Peranakan and indigenous traditions that have simmered and blended over generations, serving as a powerful connector—a reflection of shared histories and collective identities.
Through his writing and recipes, Jun highlights the interplay between heritage and innovation. He sees cooking as a deeply personal act, one that bridges past and present while allowing space for creativity. From traditional recipes imbued with familial nostalgia to inventive takes on beloved Malaysian dishes, Jun’s work celebrates the spirit of culinary exploration.
This philosophy is not just evident in his recipes but also in the moments that have shaped his journey. Jun’s most meaningful culinary memories are less about the food itself and more about the connections it represents. Recalling his final meal at Blue Hill at Stone Barns in New York, he reflects on the emotions it stirred: “Even though I had tried everything before—all the dishes and flavours—it felt like a really special dinner,” he says. “I knew the people making the food, and they knew me. The way they hosted me was so meaningful because of our connection.”
Such experiences are the essence of Jun’s approach to food. They illustrate its power to transcend mere nutritive value, becoming a vessel for connection, a trigger for emotion, and a creator of enduring memories. By capturing these moments and stories in his work, Jun not only celebrates Malaysian food culture but elevates it, inviting the world to share in its richness and complexity.
THE CREATOR AS MUSE
To be a muse is to inspire—a role Jun has embraced, knowingly or not. During the turbulence of the Covid-19 pandemic, his work provided solace to countless home cooks navigating the uncertainties of lockdown. His recipes, equal parts practical and inventive, encouraged a sense of playfulness and curiosity in the kitchen.
While Jun modestly describes himself as a recipe developer and food writer, his impact extends far beyond those titles. He is a culinary muse, inspiring others to see food not merely as sustenance but as art, culture, and a means of connection. His thoughtful approach to storytelling and cooking has elevated the way we engage with food, both in Malaysia and beyond.
Unlike many influencers who prioritise aesthetics over substance, Jun offered depth. “I used to not really care about things like follower count or engagement,” he candidly shares. “But I have become more aware of it, and there are moments where I doubt myself and wonder if a particular idea or recipe will do well. But I will not do a recipe simply because of a trend—not unless I am genuinely interested in it.”
This raw honesty epitomises Jun’s approach. Each recipe came with a story, each technique a cultural lesson. He makes learning about food feel like an adventure, breaking down the intimidating walls of professional cooking and inviting everyone into a shared, delicious experience. His unpretentious charm extends to his favourite kitchen tool: “My favourite kitchen tool is the humble peeler,” he laughs. “In culinary school, we were only allowed to peel things with a paring knife, and it got very annoying very quickly. It may seem basic, but I love the peeler.” This lighthearted perspective makes even the most novice cooks feel at home in the kitchen.
Beautiful things happen when passion becomes the primary ingredient in one’s journey. Beyond mere digital metrics, Jun represents a new generation of cultural creators who understand that true influence transcends follower counts—it’s about genuine connection, meaningful storytelling, and the power to inspire.
He has emerged as a beacon for those who dare to reimagine their path, proving that authenticity is the most powerful form of creativity. With an unwavering commitment to celebrating the role food plays in our cultural identities, Jun transforms every recipe, every story into an invitation—a chance to explore, to understand, to connect. As the recipient of the Muse of the Year Award for the BURO Impact Awards 2024, he stands as a wonderful reminder that the most extraordinary journeys often begin with simple curiosity.
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Editor-In-Chief, Text and Interview / JASON LIM. Creative Direction and Styling / SARAH TAI. Art Direction Assisted by / EVE LYN LAU. Photography / CHAM ZIHAO | MÒ SHĒNG RÉN. Assisted by / SAIFUL AZWAN. Videography / DENNIS KHO ASSISTED BY LEON WONG. Makeup / JOEY YAP FOR YSL BEAUTY. Hair / BIBIAN LEONG FOR SCHWARZKOPF PROFESSIONAL.
Check out the 2024 BURO Impact Award winners here.
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