Hazel Cheffy: Cooking Up a Storm

Now with 2.1 million followers, Hazel Añonuevo, also known as Hazel Cheffy, is creating a social media riot with her zany yet relatable cooking videos.

This story about Hazel Cheffy appeared in the Modern Parenting Mother’s Day and Father’s Day May 2024 issue.

While people were making dalgona coffee and baking ube-cheese pan de sal during the pandemic, Hazel Añonuevo was churning video after video of drool-worthy recipes, matched only by the raw and unfiltered nature that has made her a social media favorite. She’s now known by her page, Hazel Cheffy, which now has over 2.1 million followers on Facebook. A professional chef by trade, she calls her vlogging career a pandemic baby.

“Nag-start ako noong pandemic. Lahat ng tao bored sa bahay, nauso ‘yung cooking sa TikTok. Since profession ko siya, ginawa ko rin. Noong una parang laro lang hanggang sa nag-boom, nag-trending ‘yung videos,” she recounts.

The beginning of a phenomenon

Before finding work as a hotel sous chef, Hazel was already using the Hazel Cheffy moniker pre-vlogging era to sell her own creations of any food trend she could get her hands on. “Nauso kasi ‘yung mga crispy liempo kare-kare in a tub, so nagbenta ako online,” she adds.

It’s the same scrappy, let’s-try-anything-once mentality that has allowed her to rise above the noise, especially at a time when just about everyone turned to social media to keep their minds preoccupied during the lockdown. 

As a sous chef, Hazel’s life has always revolved around the kitchen. Yet it wasn’t after she began getting the hits, that she thought about switching gears professionally. She took a risk when she decided to leave her professional career to banging pots and pans in front of the camera.

For Hazel, it was a big decision — yet the world that content creation has opened for her goes beyond money. “Sa vlogging, ang daming doors na nag-open. Tama naman naging decision ko. Hindi lang ‘yung following eh. ‘Yung dami lang ng opportunity and dami ng connection. ‘Yun yung isang magandang bagay na nangyari sa akin,” she shares.

Audience connection

She understands that in the world of shortening attention spans, her primary challenge is to stay relevant among her viewers and customers.  “Paano mo ibebenta produkto mo? Paano ka makakabenta ng marming pagkain? Ano yung trend? Kailangan sabayan mo ‘yun. Kung nauso ‘yung ube pandesal, gumawa ka rin ng ube pandesal. In terms of business man ‘yan or content creation. Sabayan mo yung agos ng trends,” she advises.

Trends aside, one thing that her viewers thoroughly enjoy watching is her unabashed personality, and the behind-the-scenes moments that happen in between her mouthwatering yet playful recipes.

Take, for instance, her daughter. Anyone who watches Hazel Cheffy’s vlogs would have recognized the one she affectionately calls Cooking Anak. “Walang Cooking Ina kung walang Cooking Anak,” she quips.

The price of fame

Yet as many content creators would know, opening up a part of yourself to the public can make you prone to harsh criticism — and with Hazel’s take-me-or-leave-me attitude, this can be a lot. Yet the tough and determined chef is unfazed.

“Isa lang iniisip ko: bash is cash. Ako kasi yung tipong tao na hindi ako naaapektuhan basta-basta sa bashers. Kahit anong hate niyo sa akin, still pinapanood niyo ako. Hindi mo ma-p-please lahat ng tao,” she asserts.

Hazel’s attitude makes her uniquely suited for the spotlight. Hence, she warns that while vlogging can be an exciting career for many, aspiring food content creators need to be prepared for a challenging landscape. “Ang dami nang sumunod sa yapak namin…Pero hindi nila naisip na bago nila marating to, katakot-takot na paghihirap, kapal ng mukha, and stress,” she advises.

“‘Yung ma-a-advise ko sa aspiring food content creator, kailangan nila maging consistent sa kung ano ‘yung ginagawa nila. Hindi ‘yun ganoon na parang overnight success. Nakarating siguro kami kasi talagang pinanindigan namin yung ginagawa namin since day one,” she says.

To read the full article, grab a copy of Modern Parenting Mother’s Day and Father’s Day May 2024 issue —available on sarisari.shopping. Download the e-Magazine from Readly or Press Reader for more exclusive features and stories.

Words SAMANTHA BELTRAN
Photography EXCEL PANLAQUE of KLIQ, INC.
Art Direction DENIELLE CARAG
Shoot Coordination ANTHONY MENDOZA

Shot on Location at THE HENRY SUITES, MIRANILA, QUEZON CITY

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