At a glance, Jayson Asis seems like a confident and accomplished CEO, but his story is one of grit, perseverance, and an unwavering commitment to his dreams. Today, he stands as the CEO and Founder of CJ&M Gourmets, a fast-growing food brand that brings the taste of home to countless Filipinos abroad. His company was recently honored at The Global Filipino Icon Awards 2025 with the Best Specialty Food Product Award, where Miss Kara David was the guest of honor. But his journey was never a straight path.
From humble beginnings to international experience
Born in Tondo, Manila, Jayson grew up as the eldest of six siblings. Raised by a single mother who worked tirelessly to provide for their family, Jayson learned the value of hard work at a young age. “At the age of 12, I was already helping my mom sell suman and working part-time jobs just to support our family,” he recalled. Those early experiences not only shaped his character but also instilled in him a deep sense of responsibility.
In 2005, at 25 years old, Jayson made a life-changing decision to work abroad, leaving behind his home to seek better opportunities in Dubai. He began as a barista at a local coffee shop, where he honed his skills in customer service, precision, and discipline. But his ambition pushed him to explore more.
Over the next two decades, he rose through various roles—from retail supervisor, where he developed leadership skills, to becoming a risk and compliance officer at a bank. “Stepping into banking was a turning point for me. It required discipline and critical thinking. I learned to ensure that operations complied with regulations, which gave me a broader understanding of how businesses work,” he shared.
Turning passion into purpose
But even with a stable career, Jayson never lost his love for cooking. His connection to food began in his childhood, helping his mother sell lugaw and pansit bihon. So, when he faced a career setback due to downsizing, instead of feeling defeated, he saw an opportunity. “I’ve always loved being in the kitchen. Food, for me, is not just about flavors—it’s about memories, connection, and comfort,” he explained.
This passion led to the birth of CJ&M Gourmets. Starting as a small venture, his food brand quickly gained recognition for bringing authentic Filipino flavors to the UAE. “Seeing people enjoy the food I create, watching their faces light up—it’s priceless. It’s not just about profit—it’s about purpose,” he added.
Resilience in the face of struggles
Jayson’s journey was never without challenges. Living abroad meant being away from family and facing cultural adjustments. There were moments of doubt, rejection, and financial struggles. But through it all, he found strength in his wife and son, who stood by his side. “They are my safe space and my solid foundation. Together, we’ve weathered storms, and together, we continue to rise,” he said.
He also drew strength from his community, serving as a firefighter in Tondo before going abroad and staying active in his church as a youth leader. These experiences gave him a strong sense of service, which he now channels through his business.
A legacy built on service and Filipino pride
Looking to the future, Jayson envisions expanding CJ&M Gourmets globally, making Filipino cuisine a staple around the world. “My dream is to create opportunities for my fellow kababayans, providing jobs and bringing the taste of home to every table,” he declared.
Beyond business, he hopes to give back to the less fortunate through food assistance, especially in times of disaster. “Success isn’t just about profit—it’s about purpose. And mine is to uplift, feed, and serve others through the blessings I’ve received.”
