French-Chinese YouTuber and Instagram influencer J Lou wears a sweater featuring “Rice Monster”, the first character she created in her #RiceFam line.While fitness influencers continue to shill the virtues of “rice” fashioned from cauliflower orFor the 26-year-old YouTube star and Instagram comedienne, rice is a non-negotiable part of life – so much so that her love for the carb has spun into an entire community, an official line of merchandise, and now a pop-up in Causeway Bay in Hong Kong.
The project was put on the back burner during the pandemic as Lou focused on growing her platform. But in January, she unveiled a range of made-in-Hong Kong #RiceFam apparel with slogans such as #morericepls and #riceaddict. The Rice Monster character has since been joined by a host of other rice-related sidekicks, including Bobo and Kiki, a pair ofAt the #RiceFam pop-up in Crostini, a cafe at Causeway Bay’s Times Square shopping mall , fans can grab stickers, memo pads, apparel and more emblazoned with their favourite characters.“Rice Fam is rooted in the sense that it’s not just about a love for rice. It’s about people like me who may not have found a suitable spot in society or fit in a specific box.
To explore themes like cultural identity, she started creating a series of Instagram videos titled “J Lou Rants”, which were her outlet to talk about the “funny and not-so-funny moments of growing up”, and the complex interactions she would have with her Asian mother. “I was able to connect with people around the world who relate to me, whether we’re ‘third culture’ or multicultured, in a sense. Rice Fam is like that little nook or comfort for people who feel that same way.”
“I want to be a part of somebody’s childhood – I want the brand to always be a reminder of truly having confidence in yourself and loving yourself,” Lou says.That extends to actually enjoying eating rice – a much demonised carb – too.