Baking For Business Podcast - Episode #92: Inspiring Taste With Top TikTok Influencer Owen Han

Release Date: October 16, 2024
Host: Chef Amanda Schonberg
Guest: Owen Han, renowned TikTok influencer and author of the upcoming cookbook Stack

Introduction

In Episode #92 of the Baking For Business Podcast, host Chef Amanda Schonberg welcomes Owen Han, a TikTok sensation with over 7 million followers worldwide, known affectionately as the "King of Sandwiches." Owen discusses his culinary journey, the inspiration behind his new cookbook Stack, and shares valuable insights on building a successful food-based digital presence.

Owen Han’s Culinary Journey

Owen Han opens up about his multicultural background and how it shaped his passion for cooking.

"I was born in Italy, half Italian, half Chinese... Growing up, I would spend my summers in Italy in my Nonna's kitchen... It was there I fell in love with food, quality, ingredients."
— Owen Han [01:39]

He credits his Italian Nonna and his Chinese father for instilling a deep appreciation for diverse cuisines. Owen recounts his early experiences cooking handmade pasta in Tuscany and Asian-inspired dishes at home in Florida. His formal culinary journey began in university at USC, where he co-founded a pop-up supper club, blending his love for cooking with entrepreneurial spirit.

"From there, Covid happens... I discovered TikTok... I posted a video of shrimp toast, something I grew up eating. It resonated with people and went viral."
— Owen Han [04:13]

Finding His Niche on TikTok

Chef Amanda Schonberg explores how Owen identified his unique niche in the saturated world of food content.

"I was a little hesitant... my roommate encouraged me. Once I posted that first video, the fear went away, and I started posting more."
— Owen Han [04:51]

Owen explains how his focus on sandwiches became his signature, starting with his viral chicken bacon avocado sandwich:

"That was my first video to really blow up, accumulating over a million views. Then the OG Steak sandwich went viral with over 10 million views."
— Owen Han [06:11]

His consistent focus on high-quality, visually appealing sandwich recipes solidified his position as the go-to creator in this niche. This strategic repetition and honing of his content resonated deeply with his audience.

Creating the Cookbook Stack

The discussion shifts to Owen’s debut cookbook, Stack, detailing the extensive process behind its creation.

"The writing process was a two-year journey. I broke it down to writing and flushing out three new recipes every week."
— Owen Han [08:40]

Owen emphasizes the importance of pre-planning and maintaining a steady workflow, allowing him to balance creating TikTok content with developing his cookbook. The book features a variety of sandwich recipes, each accompanied by technique guides to ensure culinary success for readers of all skill levels.

Opportunities Post-TikTok Fame

Owen shares the exciting opportunities that have come his way since gaining TikTok fame.

"I've guest judged on a Gordon Ramsay show, directed a commercial, worked with Devin Booker and Naomi Osaka, and collaborated with other creators and celebrity chefs."
— Owen Han [09:55]

These collaborations and appearances have significantly expanded his reach and professional network, allowing him to engage with a broader audience and further establish his brand in the culinary world.

Secrets to Making a Great Sandwich

Chef Amanda delves into Owen’s philosophy on what makes a sandwich exceptional.

"The key ingredient is the bread. It's the foundation. Even with the best ingredients, soggy or stale bread can ruin it all."
— Owen Han [10:44]

Owen advocates for using high-quality, locally sourced breads to elevate sandwich creations. He highlights his preference for specific local bakeries in LA for different types of bread, ensuring each sandwich starts with a perfect base. Moreover, Owen emphasizes that a great sandwich is subjective and should cater to personal tastes, whether simple or elaborate.

Exploring Desserts in Stack

While primarily known for his savory creations, Owen also delves into the dessert realm within his cookbook.

"One of my favorite chapters is the dessert chapter because I transform a non-sweets person into something excited about desserts."
— Owen Han [12:16]

Featured recipes include the ice cream cookie sandwich and cereal sherbet ice cream bars, which blend his sandwich expertise with sweet treats. Owen’s approach makes desserts approachable and customizable, appealing to a wide range of preferences.

Book Tour and Launch Plans

Owen outlines his plans to promote Stack through a comprehensive book tour.

"Planning to do a book tour in LA, New York, Jersey, Milwaukee... Also visiting Florida to see friends and family."
— Owen Han [13:56]

The tour aims to engage with fans across various cities, providing live demonstrations and signing events to celebrate the book’s release.

Advice for Aspiring Content Creators

Owen offers motivational advice for listeners looking to start their own culinary content journeys.

"Just go for it. Don't worry about failing. If you're having fun, there's no real loss."
— Owen Han [14:40]

He encourages aspiring creators to share their passion authentically, emphasizing that genuine enthusiasm resonates with audiences and helps build a loyal following.

Recommended Recipe and Learning Techniques

Chef Amanda asks Owen to highlight a standout recipe from his book.

"I’d recommend the OG steak sandwich. It's straightforward with skirt steak, garlic aioli, caramelized onions, and gruyere cheese."
— Owen Han [15:29]

Owen highlights the educational aspect of his cookbook, where readers not only follow recipes but also learn essential cooking techniques, enhancing their culinary skills beyond just the instruction.

Lightning Round: Getting to Know Owen

In a fun and engaging segment, Owen participates in a lightning round, sharing personal favorites and preferences:

• Favorite Color: Green

  — Owen Han [16:49]

• Kitchen Utensil: Commercial-grade meat slicer

  — Owen Han [16:59]

• Celebrity Crush: Dua Lipa

  — Owen Han [17:08]

• Dessert Can't Live Without: Tiramisu

  — Owen Han [17:15]

Closing Thoughts

Chef Amanda summarizes key lessons from Owen’s journey that listeners can apply to their own businesses:

1. Focus on Your Niche: Owen’s dedication to sandwich-making illustrates the power of specializing in a specific area to build a strong, recognizable brand.
2. Consistency is Key: Maintaining a consistent visual and content style helps in establishing a reliable and appealing presence.
3. Engagement Techniques: Utilizing movement, ASMR elements, and dynamic pacing enhances viewer engagement and retention.

"His story allows us to see behind the scenes of how he's grown... His book Stack is now out."
— Chef Amanda Schonberg [18:08]

Chef Amanda encourages listeners to explore Owen’s cookbook and apply the insightful strategies discussed to enhance their own baking and culinary businesses.

Connect with Owen Han

For more information on Owen Han and to get your hands on his new cookbook Stack, visit Owen's profile. Follow him on his social media platforms to stay updated on his latest creations and book tour dates.

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