He personally created Joey Joe’s flavors and recipes.
Most people know John Roa for his powerful presence and soft vocals on stage and in the studio. But in Gran Seville Village, Cabuyao, Laguna, the singer-songwriter is pursuing a different career path.
Roa, known for hits like “Oks Lang,” “Di Ako F*ckboy,” and “Byahe,” now serves homemade, personalized ice cream through his brand, Joey Joe’s.
In a video uploaded by content creator Wil Buena Vlog, Roa revealed the story behind the store’s name and creation.
“Si Joey Joe’s is dalawang name ng lolo ko. Si Daddy Joey at si Lolo Joe. And I wanted to [pay] tribute [to] them through a business,” said Roa, describing them as having a sweet tooth like him.
The brand started as a home-based cafe in 2024, taking orders online and setting up stalls at bazaars. After two years of planning, trials, and setbacks, he transformed the business into a physical store, as revealed in his May 14 post.
Through Joey Joe’s, the artist rekindled his love for creating food, developing recipes and experimenting with flavors, including keto-friendly options for customers with dietary restrictions.
Joey Joe’s is not Roa’s first venture into the food and beverage industry. Co-founded with his wife, singer-songwriter Raina Eguia, Dol-anan Play Cafe was launched last year. The cafe blends coffee for adults with a small play space for children, making it ideal for families.
Roa joins a growing list of Filipino artists entering the food and beverage business. Among them are Chito Miranda with Mang Jose Lechon at Inasal in Tagaytay City, and The Itchyworms’ Kelvin Yu with Francesco’s and Cafe Mabini in San Juan City.
While expanding his business ventures, Roa remains active in music, recently releasing his latest single, “Dun Ka Na,” with Dash Calzado last July 3.
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