Content creator Jason Rabaya, a native of Talisay City in Cebu, is on a mission to showcase the city's hidden gems and bolster local entrepreneurship. Known as the gateway to southern Cebu and the "Lechon Capital," Talisay City offers more than just historical beaches and ancestral homes. Rabaya's content focuses on mom-and-pop shops and emerging cafés, aiming to place Talisay on the map for community-driven tourism.
From Pastime to Purpose
Rabaya started content creation as a pastime for his 30th birthday, wanting to achieve a meaningful milestone. His Facebook videos quickly gained hundreds of interactions, inspiring him to continue. Within a month, he built a steady following, mostly from Talisay. Operating as a one-man team, he occasionally enlists family members for camera crew support.
The habit of exploring coffee shops began after Typhoon Odette in 2021, when a friend introduced him to a café that sparked his journey. Since then, he has featured emerging destinations like Kohi Cebu in Dumlog, 88 Garden Cafe in Pooc, Gray Yard Coffee in Upper Mohon, Paharuhay in Poblacion, COOE Tribe in Lawaan, and Cafe de Cudera in Nonoc.
Authenticity Over Hype
Rabaya's golden rule is authenticity. He avoids posting food reviews, instead diving into the stories behind each establishment. His videos are interactive and not transactional, enticing viewers to support local treasures. He also collaborates with business owners to organize raffles, giving followers chances to win prizes and experience the venues.
According to Rabaya, "I refrain from posting food reviews and instead dive deeper into the story behind each establishment, enticing my viewers to support local treasures around the city."
Balancing Teaching and Content Creation
Apart from content creation, Rabaya is a full-time senior high school teacher. He balances his hectic schedule as an educator and digital creative, using content creation as a way to destress. He discovered a different side of himself through this "kalingawan" (hobby). Known to students and family as stern and serious, Rabaya shared that content creation taught him to take things lightly and appreciate life's little moments.
"Content creation taught me to take things lightly and bask in life’s little things," Rabaya said.
Giving Back to the Community
Rabaya plans to hold a feeding program by the end of the year, hoping to partner with local businesses. He traces this goal back to his roots of growing up in the church. His continued support for Talisay's economy demonstrates how content creation can go beyond entertainment and become a tool for community-building.
By championing local businesses and hometown stories, Rabaya proves that a single platform, when used with purpose, can create meaningful impact and inspire pride in one's community. His work has started to attract people from the metro, bolstering local establishments into the limelight.
