The founder of Phamily First agency, which works to boost the image of restaurants and culinary events, talks cycling, long hair, and food.
In the heart of the 19th arrondissement of Paris, under the watchful eye of his cat Grosbijou, Julien Pham welcomes us into his flat, a genuine cabinet of curiosities. "I have a lot of souvenirs that are important to me", he explains. He tells us about his daily life, over a light filtered coffee, which he drinks from a mug that reads "It's lonely at the top". What’s on the menu? Cycling, long hair, and food.
Julien, what do you do for a living?
I'm 34 and I founded an agency called Phamily First. My area of expertise is food. I help brands, individuals, and restaurants create their design, like the Holybelly café, and work on brand strategy, packaging, and special events, such as the Nike dinner where Kobe Bryant and Neymar were guests! I also organise Phamily First events, which reflect our spirit: a meeting between The Beast, a barbecue restaurant, and Lao Siam, a Laotian restaurant, for example. Finally, I'm a creative consultant for Viceland: we're doing a show on natural wine, a project that I absolutely adore as it allows me to visit all of my favourite winemakers!
How did you get into the food industry?
Food has always been an integral part of my life. It's a passion that comes from my mother and grandmother, as well as my sister, Céline, who is a very talented independent chef. I used to often eat out at restaurants, and there was nothing in that segment: so, I made a career out of it 9 years ago by starting a magazine on the subject, called Fricote. It was my baby, but I left two years ago. The methods we used at the time were not entirely my own, and I needed more creative freedom. So, I launched my own agency, where I could apply my personal vision.
What exactly is your vision?
We offer a slightly alternative vision for our events, based on simple things, such as conviviality, warmth, and choice of music - these are not widely used by restaurants in France, yet they help make our events successful. As for the food, we focus on simple dishes, so that people know exactly what they're eating!
How many people work with you today?
Our core team is made up of three individuals: Agathe, Marjorie, and me. I also work with people I like and respect, such as friends like artists Tyrsa and Yue Wu, as well as photographer Vincent Desailly.
Where do you work?
We are lucky to be able to work from different places. I've never really understood the idea of being physically present at an office. I can work from home, especially if it's a task that requires concentration, like strategy or writing. Nonetheless, my days are very long, and I often work from midday to midnight, as I need to go to restaurants, meet people, and chat.
How do you start your day?
First of all, without an alarm clock! I wake up around 9:00 or 10:00 in general. I don't really have set hours and can work at night and at weekends. I don't stress when I see that I have emails on my computer! I drink a lot of filtered coffee, which I have been making with a V60 coffee dripper since my machine broke down. I find it relaxing to prepare filtered coffee.
Do you shower afterwards?
Yes, and use peppermint & tea tree shower gel. I love it! It reminds me of my father, who used a menthol shower gel. It's really nice and invigorating. I never really used skincare products in the past, but when I started this project, I began to focus on my mental and physical well-being. I wanted to take care of myself, whereas before I only used deodorant (laughs)!
What do you use now?
I have been using moisturising cream and lip balm for a few years now, mainly because I ride bikes a lot and it's difficult in winter without them. I used to use Biotherm, but I switched to Horace, a brand that I long found intriguing. When I finally tried it, I discovered a simpler brand that definitely resonates with me. I also like the scrub.
You have long hair. How do you take care of it?
I have to admit it's a hassle! I wash my hair every other day and it takes a long time to dry! I cut my hair every ten days because I have an undercut. I wear it almost exclusively tied up because it's more practical and my hair doesn't get in my face!
You mentioned that you cycle a lot, is that your way of exercising?
As I eat a lot, I have to exercise! I play football 1 or 2 times a week and use my bike to get around! The 19th arrondissement is not very central, and I don’t like being in the city center. I grew up in the Val d'Oise region, and the idea of going home is very important to me! So, I cycle for at least 30 minutes a day. Sometimes, if I have a lot of appointments, for example, I'll spend a good hour on the road!
Apart from that, do you manage to take a break from work?
I don't really feel the need to because I absolutely love my job. When I left Fricote, I decided to build the foundations of my new life myself, and now I have real peace of mind. I can work 10 days in a row without stopping, and I can also focus on other non-work related activities. That is essential! I love traveling, and it's complicated if you're always interrupted by emails. I have to plan my trips well, but I manage to do so. I recently spent 1 month in Los Angeles, and will be going to Tokyo soon!
