What began as a side hustle for two Cebu-based vloggers has turned into one of the city’s closely watched homegrown food ventures.
Abraxas ‘Aba’ Tago and Ronald Bhen Madolin, once known online for their playful ‘Mukbang’ videos, have transformed their digital following into real-world success through BSBY Corp., the company behind the ‘ToktogaOink’, a fast-rising local food chain now eyeing national expansion.
Inside their flagship outlet in Cebu City and Mandaue City, long queues of customers wait for plates of fried chicken and grilled pork, dishes that once appeared only in their viral videos.
‘People used to ask us where to buy the food we were eating,’ Tago said. ‘That’s when we thought – maybe it’s time we serve it ourselves.’
From Content to Commerce
The pair, who built online audiences through ‘Bisaya Studio’ and ‘Bhen and Yuri Vlogs,’ started their first food stall in 2023 with about P500,000 in capital, drawn from their years of content creation.
Within months, sales surpassed P1 million, fueled by online buzz and loyal fans eager to experience their digital creations offline.
But, their path from creators to entrepreneurs was not without hurdles. ‘We had the creativity but not the system,’ Madolin said. ‘We were vloggers trying to understand logistics, supplier management, and quality control.’
Over time, BSBY developed a small commissary and distribution setup, laying the groundwork for franchising. ‘We learned by doing,’ Tago said. ‘Every mistake became part of the recipe.’
Authenticity as a Brand Strategy
ToktogaOink’s rapid rise reflects a growing trend in the Philippines: creators leveraging digital communities into business ventures.
The duo’s transparency – sharing everything from kitchen renovations to staffing challenges – helped build an authentic brand that resonated beyond social media.
‘People don’t just buy our food,’ Madolin said. ‘They buy into our story.’
The brand’s menu, centered on fried chicken and rice meals, has expanded to combo platters aimed at students and young professionals. By mid-2025, ToktogaOink had two company-owned outlets, with plans to open franchising next year.
A New Breed
of Entrepreneurs
Before their online fame, Tago worked as a teacher, while Madolin built a career in cybersecurity in Singapore.
The pandemic brought both men back to Cebu – and gave them time to rethink their goals.
Security isn’t just about firewalls,’ Madolin said. ‘It’s about building something that lasts.’
Their entrepreneurial pivot mirrors a broader movement among Filipino creators who are diversifying beyond content monetization. From beauty influencers launching skincare lines to gamers opening cafés, digital personalities are increasingly turning their audiences into customer bases.
Scaling Up
ToktogaOink’s founders now face a new challenge – scaling sustainably. With franchising plans underway and talks of expanding to other Visayas cities, the company is building systems to support long-term growth.
Their model combines digital reach with brick-and-mortar execution – a hybrid strategy that has drawn attention from local investors. ‘Cebu has always been a hub of creativity,’ Tago said. ‘We just connected that creativity to commerce.’
From Viral to Viable
What started as a pastime during lockdowns has become a growing enterprise driven by digital savvy and persistence.
As the lunch rush tapers off and customers pose for photos with the founders, Tago reflects on their unlikely journey. ‘We started by feeding the algorithm,’ he said with a grin. ‘Now, we’re feeding people.’
ToktogaOink’s brand success hints at a new kind of entrepreneurship emerging in the Philippines – one where viral fame can evolve into a sustainable business, and where the next big food brand may be born not in a boardroom, but on a vlog.