Bringing a beloved family recipe to life with bold illustrations and a lively, playful brand identity.

The Lees are guided by two passions—faith and fantastic food. After moving from Singapore in the 1990s, Pastor and Mrs. Lee kept their heritage alive by perfecting beloved dishes like jook (rice porridge) and Hainanese chicken rice. Their kitchen became the heart of every gathering, where friends and neighbors fell in love with the couple’s signature jook. Eager to share that taste of home, they launched a pop-up serving their favorite comfort foods to the wider community.

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“Jooks On You” riffs on the phrase “jokes on you,” nodding to the family’s playful spirit and tight-knit bond. That lighthearted vibe shines through the brand’s lively illustrations, bold colors, and whimsical type—an invitation to enjoy good food and even better company.

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