Barbecue Pitmaster Jett Chua Turns Passion into Profitable Venture

Chua Jett Yong, a 29-year-old barbecue pitmaster, has transformed his passion for smoking meats into a thriving business. Operating from Singapore, his venture, Jett Barbecue, has garnered significant attention, amassing nearly 30,000 followers on Instagram and becoming a popular attraction at local food festivals. This success follows a challenging journey that began when he left his stable job at a Big Four accounting firm in December 2020.

During a recent visit to his food factory in an industrial area of Singapore, it was evident that Mr. Chua’s commitment to his craft knows no bounds. He had just spent 24 hours caring for his newborn son, assisting his wife’s new business, and smoking over 300 kg of meat in preparation for the upcoming Sentosa GrillFest, a signature event on Singapore’s culinary calendar.

A Journey from Office to Kitchen

Mr. Chua’s early experiences in the kitchen shaped his passion for barbecue. Growing up in a family that cherished cooking, he recalls festive gatherings where everyone contributed to the meal. His first taste of Texan barbecue during a family holiday to the United States at age 14 sparked an obsession. After begging his parents for a smoker, he was thrilled to start his culinary journey, though he admits, “Honestly, it wasn’t that great” in the beginning.

His first order came on May 30, 2021, when a follower on Instagram asked if he would sell her some of his smoked ribs. Initially hesitant to mix passion with work, he was persuaded by friends to give it a try. To his surprise, he sold out his first batch of ribs within 48 hours. This success compelled him to refine his operations, eventually selling out within seconds of announcing new orders.

Learning from the Best

In February 2022, Mr. Chua expanded his skills further during a month-long trip to Texas. There, he learned from renowned pitmasters, enhancing his techniques and sourcing quality ingredients, including specially dried post-oak logs shipped from Texas. He emphasizes the importance of using authentic materials, explaining how the wood’s moisture content impacts the flavor of his smoked meats.

Operating primarily on weekends, Mr. Chua and his team of seven work tirelessly to meet demand. They smoke ribs for at least eight hours overnight, a meticulous process that requires constant attention to temperature and technique. His dedication to quality is a cornerstone of Jett Barbecue’s reputation, as customers appreciate the authenticity of his offerings.

Despite his busy schedule, Mr. Chua has balanced his personal life with his professional ambitions. He met his wife through a shared interest in barbecue, and they married in November 2023. Their relationship, forged in the kitchen, has blossomed even as both have pursued demanding careers.

Future Aspirations

Mr. Chua originally viewed Jett Barbecue as a six-month experiment, but its rapid growth has eclipsed his expectations. Looking ahead, he plans to expand his catering services, allowing for a broader menu beyond his signature ribs. While many entrepreneurs might hesitate to open a brick-and-mortar location in today’s economic climate, he is considering this option, although securing a suitable space for his smoker remains a challenge.

Though he remains focused on his business, Mr. Chua is also mindful of his health. Years of indulging in his culinary creations have prompted him to adopt a healthier lifestyle. “I’m trying to take care of my health,” he states, acknowledging the need for balance.

As Jett Barbecue continues to flourish, Mr. Chua’s commitment to quality and authenticity remains unwavering, ensuring that his customers receive the best of his passion for barbecue. His story serves as an inspiring reminder of what can be achieved when one follows their dreams with dedication and hard work.