Blending his Filipino-Japanese heritage with a passion for innovation, Chef Yuichi Ito redefines pizza from Manila to Niseko. For him, great pizza is more than just a slice — it’s a constant reinvention.
Whether he’s perfecting a pizza flavour or shredding powdery slopes, Chef Yuichi Ito lives by his mother’s advice: “Never fall in line.” This ethos has shaped his career, propelling him to carve a path that’s uniquely his own. Known for constantly challenging the status quo, Yuichi’s journey has taken him from Tokyo and Manila’s kitchens to Niseko’s snow-capped peaks, all while staying true to his commitment to innovating on the humble pie and beyond.
Before finding his way back home, the Filipino-Japanese pizzaiolo spent his early years in big kitchens that taught him the rules of the trade — and when to break them. “When you work for a big company, you have lines to work with, which is not a bad thing, because it was what shaped me. But there are so many other things that I wanted to make with pizza,” Yuichi admits. “The rules that I used to follow are still with me, and I try to stay on the line, but I guess now, I swerve around,” he jokes.
When he returned to Manila in 2023 to join Crosta Pizzeria as head chef, he hit the ground running. “I already knew what I needed to do. I had a clear vision of what I wanted to show people about what pizza can be,” he shares. This vision took shape in Crosta’s first branch in the cosy streets of Salcedo, where Yuichi’s philosophy shone not only in the brand’s energy but, more importantly, in every slice.
From the crowd-favourite Morty and Ella 2.0, featuring black truffle béchamel, mortadella, roasted pistachios, and more, to the Kurobota guanciale and pasteurised egg yolk-topped Carbonora special, there’s no limit the pizza expert won’t test. “It’s important to approach food with an open mind. For instance, if I only saw myself as a pizza chef, I’d limit pizza to tomato or cheese bases. But with my background, I can create something unusual, like an eggplant or pumpkin sauce, combining flavours to make pizza more interesting,” Yuichi remarks.
Pie In The Sky
Two years and several international accolades later, both Crosta — currently ranked 2nd in APAC and 12th in the world on the 50 Top Pizza list — and the ‘Pizza Maker of the Year 2024’ title-holding chef exude no pretense. The buzzing flagship store remains unchanged, save for a Top 50 awards trophy and certificate casually resting beside a soft-serve machine. Inside, towering stacks of takeaway boxes fill the space, and sounds from full hearts and bellies echo throughout. Yuichi Ito, sporting his signature look — printed polo, skinny jeans, and apron — pops in and out of the kitchen, doing what he does best: creating good pizza and good vibes.
More than just crafting bold flavours, Crosta knows to respect the parts that make the whole. The chef shares that they cure their own meats with just 2% nitrates, half the norm. Yuichi’s attention to detail extends beyond ingredients to the processes behind them. “What I’m trying to do is make people more aware of appreciating the small things like the farmers and how products are made. Now, it’s so easy for people to get something and they forget how difficult it is for producers to make these things,” he reflects.
The same degree of respect for produce and their producers is also found for the team behind the famed pizza joint. From Ingga and Tommy, the couple who launched the first slice, to the crew that works tirelessly in the kitchen and front-of-house, Crosta is a true family. This tight-knit culture carries over to Niseko, where Crosta’s pop-ups bring their laidback, homey spirit to Japan’s winter wonderland. “Last season, we brought eight of our staff from Manila to Niseko as a working holiday for them,” he fondly recalls.
Niseko Calling
Last season, the team launched Baby Crosta, which serves Roman-style slices by the lifts, and Bianca Omakase, an intimate 8-seater seasonal chef’s table just upstairs. For the 2024/25 season, they revived both establishments, plus added a brand-new concept: Nani Kore Kani, a seafood izakaya highlighting Hokkaido’s finest catch.
“I’ve always wanted to do something Japanese,” Yuichi admits. “Most of the establishments here rely on frozen produce. The quality doesn’t match the price people are paying,” he notes. “Being a chef in Hokkaido feels like cheating because everything great is right in front of you. You just have to be good and create something out of it.”
Along with exciting new dishes, Yuichi is bringing something personal to the table — his heritage. “Sharing culture has always been important to me,” he reflects. “We’ve prepared some preserves to bring to Niseko, including Filipino products like bignay, local figs, and more.” Blending Filipino and Japanese influences, he’s creating something that’s true to his roots while making the most of Hokkaido’s bounty.
Though disciplined in his craft, Yuichi knows how to play as hard as he works. “Last season, I’d start work at six in the morning, processing all the dough and letting it ferment and rise. While waiting, I’d snowboard and explore for two to three hours. By lunchtime, the team would arrive, and I’d take a break before preparing for dinner service upstairs.” This balance of artistry in the kitchen and adventure on the slopes keeps his ideas as fresh as snow.
Ultimately, it’s Yuichi’s leadership and boundary-pushing mindset that make him a highly decorated young chef today. “I always tell my colleagues, especially since we’re a young team, that there comes a point where you transition from following a leader to becoming one. You can’t rely on others to motivate you anymore. You have to inspire yourself and the people around you,” he says. “With cooking, there are many references. But with what I’m doing with pizza, there’s no reference point. We’re trying to create something new.”
Despite the success, Yuichi Ito’s culinary journey is just beginning. Whether in the bustling streets of Manila or the snow-dusted peaks of Niseko, the fun-loving chef and his out-of-the-box creations are made to stand out. “We’re constantly seeking change, doing new things, and innovating,” he says. “For me, the question is: do we enjoy what we’re doing, or are we just doing it out of necessity? I’ve always viewed pizza as underrated and something viewed as unhealthy. Now, people are paying attention to what we’re doing, and it’s our chance to show them that pizza can be so much more.”
Baby Crosta
Niseko-yo, Niseko Village, Niseko, Abuta-gun, Hokkaido
RESERVATIONS +81 80 5122 0000
Bianca Omakase
Niseko-yo, Niseko Village, Niseko, Abuta-gun, Hokkaido
RESERVATIONS Send a message at www.instagram.com/biancaomakase
Nani Kore Kani
Niseko-yo, Niseko Village, Niseko, Abuta-gun, Hokkaido