INTERVIEW WITH YULIA IVANOVA

NEW HOOKAH BATTLE ANTHOLOGY!

Yulia Ivanova is a seasoned hookah chef, Hookah Battle champion, and a key player in numerous industry projects. In this interview, she shares her journey, talks about trends, personal motivation, and why—for now—Tomsk feels closer to her than Dubai.

— Hi Yulia! Let’s start by introducing you to our readers. Who are you and where do you currently work?

Hi! I’m Yulia Nikolaevna Ivanova. At the moment, I’m a hookah chef at four venues in Tomsk: the Capital Restobar, MC* “Mashen’ka,” MC “Medved,” and MC BarZaya. In parallel, I’m part of the opening team for another upcoming project — that’s all I can share about it for now 🙂 Also, it’s catering season, so I’m involved in organizing that during the summer.
*Men`s Club

— Sounds interesting! How did your journey begin? When and why did you try your first hookah?

I started working at a hookah lounge called Shisha. After that, I worked at about four different lounges before switching to freelance (outsourcing), which gave me a broader view of how different venues operate. That path eventually led me to the bars I work at now. Like many in the industry, my first hookah was on a ceramic bowl with carbopol coals — I bought it at a souvenir shop 🙂 Why did I try it? Curiosity — it was something new and unexplored.

— Going from freelance to MC sounds like there must be a good story behind it. Is there?

It’s definitely a unique field. There’s no particularly funny story, though. At the time, I was freelancing as a hookah master at Capital. The management noticed my potential and drive to grow, and they offered me the role of head of the hookah department at Capital and three other men’s bars.

— What’s your educational background? Are you working in your field?

I graduated from the Siberian State Medical University with a degree in “Social Work in Healthcare.” I don’t work in my field, but the subjects were genuinely interesting. The program combined sociology, psychology, and conflict studies — I gained a lot from it.

— That’s a big shift from what you do now. Did you ever try working in your field?

Yes, I worked for a couple of months during my internship. The job itself was clear, but it didn’t appeal to me. 🙂 Besides, I was already a hookah chef by that point.

— Which industry do you feel more connected to — MC or hookah?

Definitely the hookah industry. MC is more of a platform. It was great to bring hookahs into those spaces and help them gain popularity. Guests are often surprised by the variety. There’s high demand for hookah cocktails — people come for the aesthetic experience as much as the flavor.

— How did your family react to your career choice?

They’ve always supported me. Maybe at first they didn’t take it seriously. But now they see that I’m doing what I love — and making a living from it.

— What has the industry given you? How has your life changed?

I grew alongside it. People, experience, opportunities — all of it helped shape who I am today. I’ve developed many personal qualities thanks to it.

— What else are you passionate about? And why didn’t you turn that into a profession?

Trampoline jumping! I even worked for a couple of years as an instructor at a trampoline center — but it’s more of a hobby. I can teach you how to do flips too 🙂 Not really industry-related… though who knows!

— A new Hookah Battle idea! Are there any differences between being a hookah chef in a traditional lounge versus at MC?

No major differences. There’s a set of rules that apply to these kinds of bars. Some workplace standards differ slightly due to specific restrictions — which I unfortunately can’t disclose.

— Not bad — sounds intriguing! What are your plans for the future?

To keep working in the industry and launching new projects!

— Let’s talk about the creative and competitive side of your work. Your first battle was at the debut HCS in Novosibirsk. How did you find out about Hookah Battle and why did you decide to join?

I first heard about Hookah Battle at an HCS event in Saint Petersburg. I really liked the format and had wanted to take part for a while. Novosibirsk made the most sense for a first try — easier to transport materials and supplies.

— Smart choice — and you took 1st place on your first try! What was that like?

Honestly, I didn’t expect to win. I saw the participant list — there were some seasoned champions. But I wanted to present a project that hadn’t been showcased at Hookah Battle before. There was lots of stress, no sleep before the event — and afterward, tons of emotions. Hookah Battle is an amazing experience. I’ll definitely apply again! I’m also planning to participate abroad — I’m looking forward to the next Hookah Battle at World Shisha Dubai.

— We’ll keep an eye out! What did participating in competitions give you?

It opened up a whole new side of the industry for me. It’s amazing to be part of this community. New connections, collaboration offers. After my first Hookah Battle, someone reached out and offered me a hookah master job in the UAE.

— Wow! Can you say who it was, and why didn’t you go?

I don’t remember the venue name — it was a restaurant, not a lounge. I wasn’t planning to move at the time, and I didn’t want to leave my job in Tomsk. I prefer short yearly vacations to the UAE instead :)don’t remember the venue name — it was a restaurant, not a lounge. I wasn’t planning to move at the time, and I didn’t want to leave my job in Tomsk. I prefer short yearly vacations to the UAE instead 🙂

— What motivates you to keep growing in the industry?

Its diversity. The people, the brands, the pro events — they all give me new energy to keep going!

— What are the main trends in the industry, in your opinion?

Non-flavored mixes and electronic hookahs. Enso.

— What do you hope to leave behind — in the industry or in the world?

Like many, I want to make a contribution — to people, to projects. To inspire and guide newcomers so they can grow.

Quickfire Round:

Which Hookah Battle participant stood out to you and why?

Artyom Potrekhalichev — I think he’s taken part in every Hookah Battle ever 🙂 He stands out with his extravagant hookah designs.

Are you happy you joined the industry?

Yes.

What advice would you give to those just starting out?

Everything will come — but not right away. The main thing is to do.

What Hookah Battle format would you like to see?

I’d love to see Hookah Battles held in more regional cities