Bay Area native “Crazy Rich Asians” director Jon M. Chu in new culinary role with “Weee!” grocery store


FREMONT, Calif. (KGO) — Bay Area-born Hollywood director Jon M. Chu’s hit films “Crazy Rich Asians” and “In the Heights” both featured a high-profile co-star , the food. But even observant fans who have noticed Chu’s love of food, family, and cultures might be surprised to learn of her brand new role. He is now the creative director for an Asian and Hispanic grocery delivery service based in Fremont, Weee!

Chu joined ABC7 news anchor Kristen Sze on our 3 p.m. show. show “Getting Answers” to explain why he sees this role as an extension of his love of storytelling and connecting cultures. Chu also shared her picks for the Oscars, the scoop on her upcoming movie, “Wicked,” and the latest on “Crazy Rich Asians 2.”

RELATED: Chef Chu’s Celebrates 50 Years in Business in Los Altos

Chu’s deep appreciation for food stems from growing up in his family’s restaurant, the iconic Chef Chu’s in Los Altos.

The director’s father, Lawrence Chu, immigrated to the United States from Hong Kong as a young man, working in restaurants before opening his own in 1970. Jon M. Chu saw firsthand how food strengthens families, connects people and shapes cultural identity and pride.

It shows in his films.

Some of the most memorable scenes from “Crazy Rich Asians” feature dumpling making, night market street food, and wedding parties.

If you’re on the ABC7 News app, click here to watch live

RELATED: ‘Crazy Rich Asians’ Director Grew Up Around Dad’s Famous Bay Area Chinese Restaurant

Living in Los Angeles, Chu found he didn’t know where to buy the ingredients to make the foods he ate growing up. But he heard about Weee! of friends and saw his delivery trucks.

“I was so fascinated by this company because it really helped to tell a story through food, to pass on my culture to my family, my children and my friends who don’t know anything about these ingredients. And it was a such an easy way to order.”

Chu actually reached out to founder Larry Liu to discuss a collaboration. The UC Davis business school graduate found it difficult to get to his local Asian supermarket, despite living in the Bay Area, and a business idea was born.

Liu then added Hispanic foods, seeing that this market was also underserved. The ethnic e-grocer took off during the pandemic, when many people turned to deliveries. As Creative Director of Weee!, Chu will help imagine new ways to engage people and share food stories, as well as her favorite treats.

Chu’s new role at Weee! does not prevent him from doing his daily work. Her current project, the film adaptation of the musical Wicked, will soon go into production with Cynthia Erivo as Elphaba and Ariana Grande as Glinda. As for when fans can expect “Crazy Rich Asians 2,” it may take a bit of a wait.

“We’re working on the script…the script has got to be on another level. We’re going to demand that so we can bring everyone back into this whole cast that grew from there. The world has totally changed since we first did , everybody’s a big star now, Hollywood has changed, so we just want to make sure it’s okay.”

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