FROM PIXELS TO PLATES
Asad Memon’s Fusion Of Flavors
By Abeeha Asad & Laiha Bilal
By Abeeha Asad & Laiha Bilal
In a society where cooking is traditionally associated with women, here is Asad Memon, the CEO of Pakistan’s first Food YouTube channel, Food Fusion, which has crossed over 5 billion views, breaking this stereotype.
The story begins when Asad notices a gap in the market—a lack of awareness about digital media. As the managing director of Pakistan’s largest industry, he keenly observed this gap. Recognizing the opportunity to fill it, he leveraged his deep understanding of digital media and, with his wife’s unwavering support, decided to take a bold step. After months of meticulous planning, they launched Food Fusion on May 9, 2016, a platform aimed at transforming the way people experience and share food content online.
With a simple yet effective methodology based on common sense and market demand, Asad and Saima have revolutionized the digital culinary landscape. They prioritize speed and efficiency, generating ideas, shooting, and releasing content within four hours, often reaching 400,000 to 500,000 views per video. Over the past eight years, they have produced more videos than there are days, accumulating a collection of 3,500 recipes. Asad has personally shot 2,000 videos, showcasing their relentless energy.
They understand the importance of timely content to retain their audience, a strategy that saw their work surge during COVID-19 as digital media consumption increased. Saima, the co-founder & cornerstone of Food Fusion, oversees everything from dealing with chefs to sampling, reviewing, and finalizing. As Asad says,
“Without her, there would be no Food Fusion.”
Keeping up with trends is crucial for Food Fusion, so Asad and Saima stay ahead of trends through their network of friends, fans, and food bloggers. For instance, a friend’s suggestion for a lava cake for Eid became immensely popular. Another example of staying trendy is their signature phrase, “Arey Wah”, which is used at the end of Food Fusion’s videos and has been heard over 5 billion times.
They also have a segment called “Food Fusion Kids,” where they use “Yummy Hai Mummy” to delight their young audience. Along with trends, they also believe in the value of following them. As honesty is their strongest trait, they never prioritize their fans’ trust over money. They never recommend a product unless they’ve used it themselves.
Food Fusion is more than a brand but a way of life for many people, as it has inspired many to start businesses and has profoundly impacted lives. Cooking is a life skill that everyone should possess to survive. Asad stated that
“Men, especially, should cook; it allows them to appreciate the efforts their sister, wife, or mother put into preparing meals for them.”
Collaborations with Chef Mehboob, Sarah Khan, Zia Tabarak, international vlogger Mike Chen, and chefs from the Italian Embassy have enriched their recognition. Their journey also includes funny moments, such as “sugar falls as soon as they open a jar.” They believe in learning from failures to innovate.
Asad’s advice to aspiring entrepreneurs is to carve out a niche in what they love. He believes in following one’s passion with efficiency.
“If you’re passionate about something, do it, and every time you do it, make sure you’re better than the last time,” he says.
This year, they aim to launch new products and expand their presence beyond YouTube.
In addition to their main channel, they also operate Fusion Crafts, which focuses on crafting kitchen accessories from wood. As Asad Memon and Food Fusion continue to innovate, they are embarking on a new project aimed at teaching people through creative ideas. This initiative seeks to broaden their influence beyond recipes, using their platform to educate and inspire their audience.
Food Fusion continues to lead in the digital culinary arts, impacting both nationally and internationally. Asad’s advice to his younger self would be to start earlier. He sees Food Fusion becoming a top Pakistani brand within five years, making a big contribution to the economy.
