Princeton Engineer Luisa Zhou Left Corporate Life to Build a Million-Dollar Business on Her Own Terms
Stories
February 6, 2026
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Luisa Zhou once believed that a Princeton degree and a prestigious engineering title were the ultimate markers of a secure and successful life. However, that sense of safety evaporated the moment her family faced a health crisis and she realized her “perfect” job offered no room for her to actually be there.
She learned the hard way that even a massive salary is a poor substitute for the freedom to prioritize your family during their darkest hours. That realization sparked a fire within her to stop trading her presence for a paycheck and to start building a life where she held the keys.
Image Source: Forbes
Engineering a Great Escape
Luisa did not leave her career on a whim because she understood that true freedom requires a foundation built on more than just hope. She spent two long years working on her consulting business during every stolen lunch break and late night while her colleagues were resting. By applying her logical engineering mind to the world of entrepreneurship, she proved that you can build a bridge to a new life without burning the one you are currently standing on.
This methodical approach allowed her to test her ideas in the real world while the safety of her corporate salary was still intact. She advocates for the slow build because it removes the desperation that often leads new founders to make short-sighted decisions for quick cash. When she finally stepped away from her desk for the last time, she was not taking a leap of faith but rather walking through a door she had already unlocked.
Image Source: Business Insider
Redefining the Million-Dollar Life
By the time Luisa officially left the corporate world, her “side project” was already generating over a million dollars in annual revenue. Now at 36, she has designed a lifestyle where four hours of focused work allows her to sustain a million-dollar business on her own terms. Her daily schedule is no longer a list of demands from a manager but a reflection of the people and passions that she values most in the world.
The most inspiring part of her journey is the fact that her bank account is secondary to the absolute control she now has over her time. Wealth for Luisa is the quiet confidence of knowing she can close her laptop whenever a loved one needs her without seeking anyone’s permission. She has proven to the world that the most valuable thing you can ever own is the right to decide exactly how your day unfolds.
Renowned for her fluffy French bread, The Brioche Lady has returned, assuming a new role as the proprietor of an Asian grocery store.
While many people are familiar with Nubchi Thao for her delectable French brioche bread sold at farmers markets and her previous bakery, The Brioche Lady Bakery, she has now taken on the role of an Asian grocery store owner. Thao is of Hmong descent and was raised in France, where she acquired her expertise in baking French bread.
Located in Tarpey Village at the intersection of Ashlan and Clovis avenues, the newly opened store named TBL Asian Market is situated between the Arco station and the Sno-White Drive-In, replacing the former Golden Phoenix Asian Market, which was owned by Thao’s relatives.
According to Fresnobee, customers can now immerse themselves in a culinary journey spanning Filipino, Vietnamese, and various other cuisines. The store’s fresh vegetable section showcases an assortment of items, including fresh Thai peppers, okra, lychee, and rambutan—a peculiar fruit adorned with distinctive red whiskers.
The market boasts an extensive selection of noodles and rice, catering to diverse tastes. Moreover, the snack aisle entices shoppers with an array of treats sourced from several countries. From cookies originating from various regions to chocolate-dipped Pocky sticks, Japanese mochi desserts, and even wasabi peas, the store caters to a wide range of palates. Adding a touch of warmth and familiarity, one is likely to encounter the Thao family’s children among the store’s employees.
In addition to on-site baking, Thao is exploring alternative avenues for customers to enjoy her beloved bread. She intends to introduce a brioche mix, empowering customers to bake their own loaf at home by simply adding eggs, water, and butter.
Furthermore, she is developing a larger version of the mix tailored for bakeries and restaurants. Additionally, Thao seeks to establish partnerships that would allow others to bake her recipe and serve the thriving Hmong community, which holds a strong affinity for her bread.
The craft beer industry in the United States has long been dominated by white owners, but a new wave of Asian American brewers is making their mark and infusing their heritage into their beers.
Although the number of Asian American-owned breweries remains low, their presence is steadily growing, challenging the prevailing demographics. These brewers are breaking cultural barriers and embracing their identities, creating unique brews that reflect their heritage.
One pioneering example is Highland Brewing in Asheville, North Carolina, which opened its doors under the leadership of Oscar Wong, a Chinese immigrant. Being one of the few Chinese Americans in the craft beer scene at the time, Wong faced the challenge of standing out in a predominantly white industry. Now, his daughter, Leah Wong Ashburn, serves as the CEO of Highland Brewing, continuing her father’s legacy.
Raymond Kwan and Barry Chan, owners of Lucky Envelope Brewing in Seattle, both children of Chinese immigrants, made a significant career change when they decided to pursue their passion for brewing. According to the New York Times, they took the leap and started their own brewery over a few beers one night.
Similarly, Youngwon Lee, the Korean American founder of Dokkaebier in Oakland, California, as featured also in Asian Hustle Network, drew from his heritage to create unique flavors. Collaborating with his white head brewer, they used elements from homemade kimchi to develop a kettle sour beer, infusing it with the sourness, chile, and ginger found in Korean cuisine.
These Asian American brewers are not only making their mark through their beers but also actively participating in efforts to diversify the craft brewing industry. While challenges persist, these brewers are toasting to a future where diversity and inclusivity thrive in the world of craft beer.
Youngwon Lee is the founder and CEO of Dokkaebier, an Asian-influenced craft brewery in Oakland, California. Dokkaebier takes its name from the ‘dokkaebi,’ the mysterious, shape-shifting creatures found throughout Korean folklore. Myths describe them as mischievous spirits who love to eat, drink, and be in the company of others.
Lee started Dokkaebier after he discovered only 2% of people in the craft beer industry identify as Asian American. He knew then that he had to take action. Over the last three years, he worked tirelessly to create craft beers that not only pair well with Asian food but can make craft beer more diverse and inclusive.
Founded only three years ago, Dokkaebier is already one of the fastest-growing craft breweries in the U.S. Lee and his team have earned more than $1 million in sales, which they expect to increase to $3 million at the end of this year.
Dokkaebier’s Asian-influenced craft beers are available in more than 400 locations, including Whole Foods Market, H Mart, and BevMo!, plus their new flagship brewery and taproom in Oakland, California. They plan to create more than 30 new craft beers, launch in another 10 states and expand their footprint to a whopping 5,700 locations by the end of 2024.
Lee has more than a decade of experience in the alcohol industry and has finally created something uniquely his with Dokkaebier.
WHERE DOKKAEBIER CAME FROM
Although I have worked in the alcohol industry for most of my career, I spent much of it in South Korea. It was not until I started working in the beer industry in the United States that I realized I was the only Asian person. I quickly realized I needed to be the change.
Not only was the craft beer industry missing out on some much-needed diversity, but it also lacked creativity from unique and differing perspectives and experiences.
I wanted to create the first Asian craft beer brand. Everything would be Asian-influenced, including the design, packaging, name, and branding. Most importantly, it would also have an Asian-driven taste. I wanted to be authentic to myself and bring my history and heritage to an industry I love.
I have my wife to thank for the name. One day, she said, “Why not just name the brand after dokkaebi?”
Dokkaebi loves to eat, drink, and play but hides during the day. It was perfect for a craft beer brand! The creatures also capture our heritage as Korean Americans, so we combined dokkaebi with beer and got Dokkaebier.
IT HAS ALWAYS BEEN A PART OF WHO WE ARE
Aaron Weshnak, our head brewer, and I know beer, but we knew we had to do a lot of experimentation to come up with something original and do it consistently. It has always been a part of who we are; we experiment, shape-shift, and try new things—just like the dokkaebi which inspired our name. We always look for that perfect combination of flavors to share with others.
When we started our experiments, we knew we had to start with Asian cuisine. We used flavors and ingredients we grew up with, like bamboo tea, Szechuan peppercorn, and even kimchi, which remains one of our most popular craft beers today. Then, we started thinking about what makes a great dining experience.
We think Dokkaebier should be the Asian-inspired complement to your meal, even if you are not eating Asian cuisine, and if you are, then certainly an Asian-inspired craft beer would be the cherry on top.
IT WAS CHALLENGING TO GET SET UP ONLINE AS AN EARLY-STAGE ALCOHOL STARTUP
I founded Dokkaebier in early 2020, just before the COVID-19 pandemic. We decided to launch a pop-up taproom in San Francisco for our debut. We worked with a former chef de cuisine from the two Michelin-star-restaurant Saison to have the perfect food pairing. But the pandemic shut everything down.
We quickly found a new way to get our craft beer to the fans we had made in such a short time. It was challenging to get set up online as an early-stage alcohol startup, but we overcame it because we are all “shape-shifters” as dokkaebis.
We then started to sample our beer at local beer festivals and events in the San Francisco Bay Area. It was important for us to be a part of the community, especially in uncertain times. We donated food and beer to first responders at Kaiser Permanente in Santa Clara, California, and worked on exclusive collaborations with local Asian American community groups and nonprofits. We also proudly supply our beer to local small businesses, including many Asian restaurants all across California.
We are proud that Dokkaebier is available everywhere from local grocers, such as Berkeley Bowl, Bi-Rite Market, and Gus’s Community Market, and national retailers, like BevMo!, H Mart, Whole Foods Market, and Total Wine & More.
MOST PEOPLE GET BACK INTO LINE THREE OR FOUR TIMES BECAUSE THEY LOVE OURF LAVORS AND INGREDIENTS
We have been blown away by the support of craft beer fans and Asian Americans who credit Dokkaebier for giving them the confidence to try craft beer for the first time. Our reception has been overwhelmingly positive.
At every beer festival that we go to, people line up to try our beer. Most people get back into line three or four times because they love our flavors and ingredients. We typically have the longest lines of any brewery at any event and have even been recognized as the top or must-see beer at the LA Beer Festival and SF Beer Week.
Dokkaebier is also an award-winning beer. Craft beer fans and alcohol industry experts have recognized us with medals and international awards. We earned best-in-class recognition at the World Beer Championships and have won 10 times at the 2021 and 2022 Annual Brewski Awards. In 2022, every one of our craft beers won an award, with our milk stout taking home Beer of the Year and our kimchi sour and yuza blonde winning platinum medals. It’s truly amazing to see what we’ve accomplished in a short time.
Finally, we have been hard at work making Dokkaebier more accessible to more people. Dokkaebier is now carried in more than 400 restaurants and retailers, and we expect to see sales skyrocket this year.
MY INDUSTRY EXPERIENCE HAS ALLOWED ME TO FOCUS MORE ON INNOVATION
The alcohol industry is heavily regulated and very complex. Even in the craft beer industry, every aspect of the business can be a massive undertaking, from manufacturing, distribution, and sales to operating a taproom. Fortunately, I have a lot of experience in the industry and have been able to navigate it all easily.
My industry experience has allowed me to focus more on innovation, especially research, and development. I believe Dokkaebier focuses more on ingredients and flavors than other craft beer companies or breweries. In only three years, we have developed and released more than 40 original craft beers.
We can experiment more freely with all sorts of ingredients and collect feedback from craft beer fans about the flavors they want in ways other beer companies could not. Our relationship with our customers and community makes it easier for our craft beer to stand out.
STAYING TRUE TO OUR ROOTS MEANS EXPLORING THE WORLD AND SHARING OUR SPIRIT WITH OTHERS
We want to establish Dokkaebier as a nationally renowned Asian craft beer brand. When someone mentions one of our core beers, such as kimchi sour, we want them to think, “Isn’t that from Dokkaebier”?
We hope that one day, Dokkaebier will be a household name and synonymous with Asian craft beer. In the near future, we might also move beyond craft beer. Dokkaebier could also introduce adults to other alcohol, like spirits, with our Asian-influenced style.
As a company, Dokkaebier values adventurousness, shape-shifting, and indulgence. We want to be available in other regions and different types of alcohol, as it aligns with our adventurous and shape-shifting spirit. For us, staying true to our roots means exploring the world and sharing our spirit with others.
ADVICE FOR THOSE WHO WANT TO ENTER THE CRAFT BEER INDUSTRY
The alcohol industry can be challenging as an entrepreneur, especially as a startup founder. I recommend working at a craft brewery or alcohol company for at least a few months. It is a great way to get paid to learn and find a mentor.
As an underrepresented minority in the industry, do not be shy. Once you find an opportunity, look for ways to bring your unique perspective to the business. Combining your unique voice is an important step to differentiate your personal and future craft beer brand from everyone else.
The success of Asian immigrants in the franchise industry can be attributed to their resourcefulness, hard work, and the strong familial bonds they cultivate.
A lot of Asian immigrants have resorted to franchising as a means to build a better life for themselves and their loved ones. In doing so, they have not only achieved personal success but have also become integral contributors to the American economy.
Asian immigrants, particularly those from India and China, often possess advanced degrees and a wealth of experience. Despite their qualifications, they frequently encounter obstacles in securing suitable employment or promotions due to language barriers, cultural disparities, and occasional discrimination. Many have turned to franchising because of this.
Jagjit Singh Saini, a highly qualified chemist from India, embarked on a new chapter in the United States, only to face the challenges of cultural and language barriers. Undeterred, Saini harnessed his entrepreneurial spirit and ventured into a field far removed from chemistry. He purchased a 7-Eleven franchise in Long Island, New York, and since then, he has expanded his business empire to ten franchises, employing over a hundred individuals.
Shoukat Dhanani, who arrived from Pakistan, started small with a gas station in Alabama. Today, his company, the Dhanani Group, controls over 1,000 Burger King and Popeyes locations. Sunny Dharod, an immigrant from India, began his journey as a busboy in his father’s restaurant. Today, he operates over 150 Applebee’s, 47 Pizza Huts, and 71 Taco Bell franchises. These immigrant entrepreneurs have not only achieved financial success but have also made significant contributions to their communities.
Franchising offers a pathway to entrepreneurship with a lower risk profile compared to starting a business from scratch. By investing in a franchise, immigrants gain access to established business models, renowned brand recognition, and support networks comprising fellow franchisees.
These factors make franchising an attractive prospect, while also providing an avenue to support family immigration by creating jobs and facilitating visa sponsorship for relatives. In fact, immigrants exhibit a significantly higher rate of entrepreneurship, with a 0.53 percent entrepreneurship rate compared to only 0.29 percent among native-born Americans.
As the franchise industry continues to thrive and evolve, it is crucial to recognize the significant role that Asian immigrants play in shaping its landscape. Stories like these inspire future generations to pursue their dreams, and remind us of the limitless potential within each individual.
