Born and raised in Lumban, Laguna, Jojie Yasto Arroyo eventually settled in Pagsanjan with his wife, Paola Ysabel Salonga-Arroyo. Together, they are raising their two children and are preparing to welcome their third child, a new chapter in the family life that continues to inspire his journey as artists and entrepreneur.

Before the world discovered his hand-painted bayong bags, Jojie Yasto Arroyo was already creating art in fashion, transforming barongs, gowns, dresses, and coats into expressions of color, creativity, and identity

Known to many simply as Yasto, the Laguna-based artist built his creative identity not from a single canvas, but from years of transforming fashion pieces into works of art. Long before people carried his painted bags, his brush had already touched barongs, gowns, dresses, and coats created for some of the country’s celebrated fashion designers.

For Yasto, art has always been about more than making something beautiful. It has been about giving ordinary things a deeper meaning.

“I actually started as a fashion artist,” Yasto shared. Before painting on bayong bags, he created designs for garments worn in the fashion industry, including collaborations with internationally recognized designer Michael Cinco, where he painted details for some of Cinco’s creations.

His experience in fashion became the foundation of his artistic style. Floral designs, which later became a signature element of his bayong paintings, were already among the most requested designs in his earlier work. But like many creative journeys, his path changed unexpectedly.

After getting married and returning to the Philippines, the pandemic brought major changes to the fashion industry. Events were cancelled, celebrations stopped, and commissions for painted barongs and gowns became rare. “Halos walang nagpapagawa ng painted barongs and gowns,” he recalled.

At the same time, hand-painted bayong bags were gaining attention. It was during this period that Yasto began collaborating with Bayongciaga, opening a new chapter in his artistic career.

What started as a different canvas eventually became the medium that allowed his art to reach more people. A bayong, traditionally known as a practical Filipino woven bag, became something more in Yasto’s hands. It became a moving canvas.

“I realized that a bayong isn’t just displayed, it’s used every day,” he said. Unlike paintings placed on walls, his artwork travels with the people who own it. Each bag becomes part of someone’s daily life while carrying a piece of an artist’s imagination.

This idea became the foundation of YASTO Hand-Painted Bags, his own brand created after years of people recognizing his work and associating him closely with painted bayongs.

Because of his long collaboration with Bayongciaga, many people initially thought he was the owner. But instead of simply continuing under another identity, Yasto decided to create a brand that carried his own artistic signature.

For him, the meaning behind YASTO is simple: every bag is a handmade artwork. “We don’t sell plain bags. Every piece carries an original painting created by me,” he explained.

Yasto also made a personal commitment that no two bags will ever have the exact same painting. While similar concepts may appear, every artwork remains unique because he believes collectors deserve something that belongs only to them.

His philosophy comes from his own experience as an art collector. He recalled buying an original painting from one of his favorite artists, Sir Lito, and the feeling of owning something truly unique.

“That’s exactly what I hope people feel when they own a YASTO bag,” he said. “I want them to be proud, happy, and feel that they’re carrying a piece of art made especially for them.”

Most of his works feature flowers, a subject that has followed him throughout his artistic journey. But in recent years, he has also explored portraits and Filipino-inspired scenes.

One of his memorable projects was creating his own interpretation of the works of National Artist Fernando Amorsolo on a bayong bag. For Yasto, it was not an attempt to replace or recreate Amorsolo’s masterpieces. Instead, it was a tribute to an artist he deeply admires.

“The original artwork belongs to Amorsolo,” he said. “My goal was to pay tribute to one of the artists I admire and bring that inspiration into my own canvas.”

For him, painting an Amorsolo-inspired piece on a bayong carried a special meaning because it connected traditional Filipino art with an everyday Filipino object.

Creating each piece requires patience. Some designs can be completed within an hour, while more detailed works can take several hours or longer. Yasto avoids rushing the process because every artwork is painted by hand.

He mainly uses plastic woven bayong bags because they are durable and designed for everyday use, although he hopes to expand into pandan bayongs in the future because of their traditional appeal.

Beyond creating art, Yasto is also learning another side of the journey: building a brand. He admits that marketing remains one of his biggest challenges.

“Painting has always come naturally because I’ve been doing it for many years. But building a brand and learning how to market my work is a completely different skill,” he said.

Still, the challenge has become part of his growth as both an artist and entrepreneur. His audience continues to grow, with collectors from Metro Manila, Mindanao, and different parts of the Philippines discovering his work. While he previously relied mostly on Instagram, live painting events have become an important part of his journey.

Through these events, people see the process behind every piece. They witness the transformation from an ordinary bag into an original artwork.

For Yasto, that connection matters. His goal is not only for people to own a beautiful bag, but for them to experience the feeling of carrying something that cannot be duplicated.

As he continues to create, Yasto believes that every artist’s greatest achievement is not simply recognition or commercial success, but discovering a unique artistic identity.

He often reminds young artists that art is not a competition. “You can’t really say Picasso is better than Amorsolo, or Amorsolo is better than Picasso,” he said. “They each have their own identity and style.”

For Yasto, inspiration from other artists is important, but finding one’s own voice is the true journey. “Instead of trying to become another artist, focus on becoming the artist that God created you to be,” he said.

From fashion runways to woven bags, Yasto’s story is a reminder that art can appear in unexpected places. Sometimes, a simple object waiting to be noticed only needs the right artist to reveal its hidden story.

As Yasto continues to build his name as an artist and entrepreneur, his journey reflects the growing appreciation for Filipino creativity and handmade craftsmanship. Each YASTO hand-painted bag carries not only a unique design but also the years of experience, passion, and personal story behind every brushstroke. For those who believe that art belongs not only in galleries but also in everyday life, discovering and supporting Filipino artists like Yasto is a way of keeping creativity, tradition, and innovation alive.