Cravings for comfort food often bring people back to their roots, reminding them of home, warmth, and shared memories. For Irish Perez, that craving led to something bigger — the creation of JAIKO Taho, a proudly Filipino brand that reimagines the country’s beloved street staple for the modern, health-conscious world.
Turning nostalgia into opportunity
Irish’s journey began with a mix of longing and pride. “We started JAIKO Taho out of nostalgia and pride. Taho is part of every Filipino’s childhood, and we wanted to bring that comforting experience to the UAE—both for us Filipinos craving a taste of home and for other nationalities to discover our culture through food,” she shared with TGFM.
Launching in 2023, JAIKO Taho was initially aimed at the Filipino community in Dubai, but Irish quickly realized the potential of introducing it to a wider audience. “It’s our way of turning a humble street favorite into something global,” she said.
Their original taho stays true to its roots—fresh, silky soy pudding with arnibal and sago—while introducing new flavors like Biscoff and fruit-infused options that appeal to Dubai’s diverse food scene. “Many Asian nationalities like Chinese, Malaysians, Vietnamese, and Singaporeans are already familiar with soy pudding, which helps us connect with a broader audience,” Irish explained.
Redefining taho for the fitness generation
What sets JAIKO Taho apart is how it bridges nostalgia with nutrition. Irish and her team took a closer look at taho’s nutritional value and found an opportunity to reintroduce it as a wholesome, plant-based protein option.
“Not everyone realizes that what we enjoyed as kids is actually a plant-based, vegetarian protein source,” Irish said. “We wanted to redefine taho as both nostalgic and functional—a wholesome, naturally balanced food that supports active lifestyles.”
By carefully balancing the right portions of protein and natural sweeteners, JAIKO Taho has transformed a childhood favorite into a guilt-free, pre- or post-workout drink. “It’s light yet packed with essential nutrients, making it perfect before or after workouts. When carefully balanced with the right portion of protein and natural sweetener, taho becomes more than comfort food—it becomes comfort that fuels you,” she added.
This innovation quickly resonated with Dubai’s growing fitness community. “Filipinos embrace it as ‘tastes like home,’ while non-Filipinos, especially other Asian communities, find it both familiar and refreshing,” she said. “The fitness crowd appreciates its clean, high-protein profile. It’s fulfilling to see how taho now connects cultures, not just memories.”
Building pride, purpose, and possibilities
Like any startup, bringing a Filipino classic to the global stage wasn’t without challenges. “The main challenge is introducing and educating people about taho—especially those unfamiliar with it. But once they understand that it’s soy-based, plant-powered, and naturally delicious, they get hooked,” Irish said.
Beyond business, JAIKO Taho is a passion project rooted in community and identity. “Taho represents comfort, community, and identity for us. It’s a piece of home that connects us to our roots and now connects cultures together,” she said.
Looking ahead, Irish envisions expanding JAIKO Taho across the GCC through franchising and partnerships within the health and wellness sector. “Our mission is to spread JAIKO Taho across the GCC, especially among our fellow OFWs, so they too can enjoy and take pride in this modern, functional take on a Filipino classic,” she said.
