Village Connect
At just 32 years old, Wilson Gumban is grilling his way to culinary success with a business that started from a modest online hustle and is now becoming a budding food empire. A proud Filipino of Chinese descent, Wilson is the founder of Shaocao BBQ, a fast-rising food venture that brings the bold flavors of authentic Chinese-style barbecue to Filipino tables—blended perfectly with local tastes.
The journey began in June 2024, at the height of Wilson’s desire to do something practical and passion-driven. “I just wanted to sell food online,” he recalls. With nothing but a recipe, a grill, and a Facebook page, Shaocao BBQ was born.
Starting small, he took orders through social media and later expanded to e-commerce platforms like Lazada and Shopee. The response was immediate and encouraging—what started as a side hustle quickly grew into a serious business.
With a vision to reach more people, Wilson brought Shaocao to weekend markets. One of the turning points came at the Ortigas Weekend Market, where his grilled skewers—flavored with a fusion of Chinese spices and Filipino flair—caught the attention of curious foodies. “That’s when we really started seeing the potential,” he shares. The feedback was overwhelmingly positive, with customers praising the uniqueness of the flavors, the tenderness of the meat, and the quality of the ingredients.
Wilson takes pride in adapting traditional shaokao—the Chinese word for barbecue—into something that speaks to Filipino sensibilities. “We reduced the oil content, used local ingredients, and fine-tuned the marinade to create that perfect salty-sweet balance,” he explains. Their signature sauce includes a mix of cumin, chili powder, soy-based flavors, and a blend of spices that give every skewer depth and character. Meals now come in combos with rice, mushrooms, or even stir-fried noodles to cater to the Filipino lunch crowd.
Another big break came when Shaocao was invited to join a senior citizen weekend market in Quezon City. What was supposed to be a one-time event turned into an unexpected success. “By the second day, people were coming back—some even brought their families,”Wilson recalls. “We realized we weren’t just selling food, we were creating an experience that resonated with people.”
Today, Shaocao BBQ is selling over 32 kilos of barbecue every week. While weekday sales remain consistent, it’s the weekends that bring in the crowds. “Friday nights are always busy, but Saturday and Sunday feel like a fiesta,” Wilson says. “Sometimes, even Wednesday evenings spike in sales, especially after local basketball games. “It became a post-game favorite.”
Now, with strong demand and a loyal customer base, Wilson is preparing to open Shaocao’s second branch this September, with a third one already being planned. His long-term vision? “We hope to open five to eight branches in the next few years. We’re also exploring franchising, but we want to make sure the quality is consistent first.”
Beyond the business, Wilson sees Shaocao as a way of celebrating identity—Chinese techniques, Filipino flavors, and a shared love for food. “Every skewer tells a story,” he says. “It’s about heritage, hard work, and bringing something comforting yet exciting to the table.”
From Facebook orders to food stalls, from single skewers to double-digit weekend sales, Shaocao BBQ is more than just a barbecue joint—it’s a testament to what happens when tradition meets hustle, and dreams are cooked to perfection, one stick at a time.
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