Q&A with Yewon Choi
Glowing skin, delicious bites and stylish vibes. Welcome to Yewon Choi's world.
Yewon Choi, a brand content manager and art director (and occasional model) who trained at the AAA School of Advertising in Cape Town, has taken matters into her own hands by using her platform to showcase more Asian stories, perspectives and voices within the South African media landscape. To Yewon, it’s more than just content creation —it’s a mission to bridge cultures and create a space where people can see themselves reflected. It’s about self-expression, of course, but also about paving the way for more diversity and inclusivity.
What sparked your passion for creating content? And how did you get started?
I started my journey in 2021 during the Covid lockdown, using Instagram as a creative outlet. At first, I was simply sharing photos, mostly of the outfits I had thrifted, using fashion as a way to express myself. Everything changed when I attended my very first event with Cotton On. From there, my journey truly took off on TikTok, where I share my favourite local Asian restaurants and small businesses that deserve just as much love. It became more than just content; it was about representation, telling stories and sharing spaces that felt like home.
How does your culture and heritage shape your content?
Being a Korean living in Cape Town for 22 years has shaped me in more ways than I can count. Today, I celebrate my family heritage in everything I do. My love for Korean skincare has become a key part of my content, as has my passion for showcasing authentic Asian cuisine. But beyond that, I’ve also found deep appreciation in supporting and uplifting local businesses, merging both of my cultural influences into something meaningful.
What kind of content do you enjoy creating the most?
My absolute favourite has to be food and restaurant recommendations. There’s just something about sharing my love for food that feels the most natural to me — it’s where I can truly be myself. Whether it’s finding new places, raving about my go-to comfort meals, or simply chatting about flavours and textures, food content never feels like ‘work’. It’s pure passion. At the end of the day, my heart is in three main areas: fashion, food and face (skincare and make-up). These are the things that inspire me daily, and I love finding new ways to blend them into my content.
Do you have any other interests in your spare time?
Not a lot of people know this, but I love Wing just for fun, Pilates, making matcha and unwinding by watching Korean YouTube, whether it’s cosy vlogs, food content or just everyday life in Korea. It makes me feel connected to my roots and gives me inspiration. And, of course, I love braaiing with my family and friends. There’s just something about gathering around a fire, sharing food and enjoying good company that feels so grounding. It’s more than just a meal — it’s about connection, laughter and making memories.
FOLLOW YEWON
By: Emma Mbuthuma
Text courtesy of Jet magazine
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