The rise of Boss Toyo

Boss Toyo, whose real name is Jayson Jay Luzadas, is not just another viral personality.

- GISELLE SANCHEZ

He is the creator and host of Pinoy Pawnstars, a YouTube series that has redefined how Filipinos consume stories about memorabilia, nostalgia, and celebrity history.In a candid interview, Boss Toyo shared that his rise to fame began with Pinoy Pawnstars, but his name became even more widely known in 2019 after a controversial clothing brand issue that sparked a national conversation. “Actually, ma'am, I became famous like this in Pinoy Pawnstars,” he said. “But later, around 2019, I was involved in an issue with a clothing brand. That was one of the first nationwide scandals.”