Mr. Yum, or simply Yum, is the Hamburger mascot of Jollibee, and one of the main characters of the TV series Jollitown.
Yum is at a medium height with black hair and brown eyes.
Originally he wore a burger hat, a blue suit (later beige) and red tie, and black moccasins.
In 2008, he was redesigned, and now looks younger. He now wears a burger cap, yellow goggles, a dark blue shirt with long orange sleeves, carrying a fanny pack in his hips, green cargo pants and blue sneakers.
Yum is a smart kid who is also a computer whiz. Among his gadgets, he uses a smart watch that helps him calculate.