‘Crazy Rich Asians’ Director Jon M. Chu New Role as Chief Creative Officer for an Asian and Hispanic e-grocer, Weee!

In the smash film “Crazy Rich Asians” the filmmaker, Jon M. Chu, has a profound enthusiasm for food which is evident in his films. 

Dumpling-making, night market street cuisine, and wedding feasts are among the most memorable scenes in “Crazy Rich Asians.”

The 42-year-old director developed his passion for food while growing up in his family’s restaurant, the legendary Chef Chu’s in Los Altos. He personally has seen how food brings people together, strengthens families, and creates cultural identity and pride.

And because of that, the Bay Area native Hollywood director is now Chief Creative Officer for a Fremont-based Asian and Hispanic grocery delivery service, Weee!.

Living in Los Angles, Chu found it quite difficult to get the ingredients he needed to make the cuisine he grew up eating. He had heard about Weee! from friends and got so fascinated with the company as it helped spread Asian culture through food.

Chu approached the company’s founder Larry Liu to consider collaborating. Hispanic cuisines were later included after Liu noticed a gap in the market. The ethnic e-grocer became more popular when people turned to deliveries during the pandemic. 

As Chief Creative Officer for Weee!, Chu wants to come up with new ways to engage people and share food stories, along with his favorite delicacies.

The Hollywood director’s new role does not prevent him from working his regular job, as he is also currently working on ‘Crazy Rich Asians 2’ and the film adaptation of the musical ‘Wicked’ starring Ariana Grande and Cynthia Erivo.