Crafting a brand with meaning and scaling a business with Shen Chen from Just One Cookbook.

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Welcome to episode 517 of The Food Blogger Pro Podcast! This week on the podcast, Bjork interviews Shen Chen, who jointly runs the English-language Japanese food blog Just One Cookbook with his wife Nami. 

Preserving Tradition While Scaling a Modern Business with Shen Chen from Just One Cookbook

This week on the podcast, Bjork sits down with Shen Chen — one-half of the powerhouse duo behind Just One Cookbook. Shen shares the behind-the-scenes story of how a humble food blog grew into a multifaceted business, spanning YouTube, e-commerce, and digital memberships. He talks about the impact of shifting traffic trends, how COVID–19 changed the game, and why sometimes a business pivot isn’t just smart—it’s necessary.

Shen also opens up about his newest venture: a brand inspired by Japanese craftsmanship and cultural preservation. From navigating the complexities of physical products to using social media and SEO to fuel organic growth, this episode is packed with practical tips and thoughtful insights for anyone looking to build a meaningful, resilient business. You won’t want to miss this episode!

Three episode takeaways:

• From Food Blog to Full-Fledged Business: Shen shares how Just One Cookbook evolved beyond recipes, expanding into YouTube, e-commerce, and community-building. You’ll also hear him talk about how external factors like COVID–19 forced a shift in strategy, leading to new ventures and unexpected growth. 
• Crafting a Brand with Meaning: Discover how Shen’s passion for Japanese craftsmanship sparked a new business rooted in tradition. He unpacks the power of appreciating quality, preserving cultural heritage, and building a product line that tells a deeper story.
• What It Really Takes to Scale a Business: From social media strategy to SEO, from paid ads to packaging logistics — Shen gives us a peek behind the curtain at the not-so-glamorous, but essential, parts of running a physical goods business. Spoiler: it’s a lot, but totally worth it!

Resources:

• Just One Cookbook
• Tasty Food Photography by Lindsay Ostrom
• 1,000 True Fans by Kevin Kelly
• Member Mouse
• Interested in learning more about setting up a donor-advised fund? Shoot Bjork an email here!
• Shopify
• Episode 481 of The Food Blogger Pro podcast: Maximizing the Impact of Your Email List with Nathan Barry from Kit
• The Billion Dollar Creator Podcast, hosted by Nathan Barry and Rachel Rodgers
• Stainless Steel Prep Trays - JOC Goods
• JOC PLUS Membership
• JOC Goods — the Just One Cookbook store
• Follow Just One Cookbook and JOC Goodson Instagram
• Join the Food Blogger Pro Podcast Facebook Group

Thank you to our sponsor!

This episode is sponsored by Member Kitchens. Learn more about our sponsors at foodbloggerpro.com/sponsors.

Interested in working with us too? Learn more about our sponsorship opportunities and how to get started here.

If you have any comments, questions, or suggestions for interviews, be sure to email them to podcast@foodbloggerpro.com.

Learn more about joining the Food Blogger Pro community at foodbloggerpro.com/membership.