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Creator Profile: Jacob Leung on cookbook milestones, TV thrills and keeping food fun

Crumb Wire
August 29, 2025
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Source: Supplied

Jacob Leung, better known online as @Jacobfood, has built a career spanning food styling, TV presenting and cookbook writing, all while keeping his content playful, approachable and just a little bit fancy. In this profile, he tells Crumb Wire about his experience with live TV, recipe purists and the importance of being authentic.

Let’s start with the basics – What are your handles: 


Instagram – @Jacobfood

YouTube – @jacobleungfood

Tiktok – @Jacobfood

How would you describe the content you create?

Delicious food that’s fun, quick, easy and a little bit fancy.

Tell us about your creator journey so far. 

I started out in food preparation for food magazines and then eventually moved on to food styling for TV commercials and publications. In 2018, my cookbook was published – Jacob Food – an entertainer’s guide to food you’ll actually make. These days, I do more food presenting work for Channel 7, SBS Food and other fun foodie projects. 

What have been some of your biggest achievements and challenges along the way?

Publishing my cookbook was a massive milestone for me, as well as being a regular food presenter on Sunrise. I love the pressure of live television – it’s quite thrilling. 

Food styling a McDonald’s shoot was also a big moment. It was the craziest shoot I have ever done – there were fries, nuggets, burgers and soft serve ice creams everywhere, but we got the shot. Phew.

How has the social media food scene changed since you started? What do you love (or not love) about where it’s heading?

Content is king and sometimes I just want to cook dinner without a camera (also, I sometimes have very boring dinners – hello, meat and three veg). With that said, I have loved the community that comes with social media. I have met so many great chefs, creators and found great recipe inspiration, tips and tricks. Not to mention, a plethora of restaurants I have needed to go and try. 

My only potential concern is how AI may take away from the authentic nature of sharing food and recipes on social media. All to be confirmed, but I am hopeful.

What do you wish people understood better about content creation?

Content creation has always been a passion project for me. When I started, I was quite nervous about what people thought, but 10 years on, I just cook and share what I love. I also wish people were not so precious about recipe content. I have been crucified a few times for offending people with my recipes. 

There are no rules with food. Do whatever the heck you want. Sure, I may not love cream in carbonara or pineapple on a pizza (yep, I am that guy) but f#$* –  do whatever you friggin’ want!

Which food creators or pages are you following right now?

Always a big fan of Marion Grasb for my Asian classics, Helena_marieee when I want to teleport to Greece, Silvia Colloca when I want simple and authentic Italian and Khan Ong when I want a good laugh. 

What’s your foodie top-tip?

Eat seasonal… Except ice cream. That’s good all year round!

And finally, what do you enjoy doing outside of work and content creation?

Going to food markets, exploring new restaurants or cafés in random suburbs and running. TBH, I only run so I can eat more.

Crumb Wire

pallavi@crumbwire.com

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