Stories

October 26, 2026

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From producing shows with major artists to leading product design at Amazon and Palo Alto Networks, Steve Liu knows a thing or two about bringing people together.

With TRI3E, he’s using what he’s learned to help people, creators, businesses, and organizations build stronger communities.

Understanding What Brings People Together

Filling a venue is one thing. Getting people excited enough to bring their friends is another. Steve Liu learned that firsthand in San Francisco’s nightlife scene.

As a nightclub promoter and event producer, he helped organize shows featuring The Chainsmokers, Far East Movement, MC Jin, and comedian Ali Wong.

What stood out to Steve wasn’t just how people discovered events, but what happened when they came together. Friends brought friends, new connections formed, and people found a sense of belonging through shared experiences.

He realized that the most meaningful part of bringing people together wasn’t filling a room. It was creating experiences people genuinely enjoyed, felt part of, and wanted to share with others.

A Different Way of Looking at Problems

Outside entertainment, Steve was building a career in technology. He eventually led product design teams at Amazon and Palo Alto Networks, working on products involving cloud computing, global supply chains, and cybersecurity.

The work was different from organizing events, but it taught Steve how to approach complex, multidimensional problems. Working across technology, business, and human needs, he learned to connect different perspectives, navigate competing priorities, and turn complicated challenges into practical solutions.

His experience as an entrepreneur also gave him a firsthand understanding of how difficult it can be to grow a business, reach the right people, and keep them engaged.

Over time, those experiences started to come together. He had seen how people brought others into events and communities, and he understood how technology could help make those connections easier.

That got him thinking about what better community-building tools could look like.

Helping Communities Do More Together

Think about a restaurant planning an event, a creator looking to bring supporters together, or a community organizer trying to reach more people.

They already have people interested in what they do. The challenge is finding ways to get those people involved, keep them connected, and encourage them to bring others along.

That’s the thinking behind TRI3E (Tribe), the platform Steve is building.

TRI3E aims to help individuals, creators, businesses, and organizations build and grow their communities. Through the platform, they can share events and opportunities, invite others to participate, and give members more ways to stay involved.

For a restaurant, that could mean inviting regular customers to an event and encouraging them to bring friends. For a creator, it could mean sharing a new project with supporters. For an organization, it could mean helping members discover opportunities and meet others with similar interests.

The goal is to make it easier for people to stay involved, bring others along, and create more opportunities within their communities.

Building What’s Next

For Steve, TRI3E is an opportunity to bring together years of experience in technology, entrepreneurship, and entertainment around an idea with much broader potential.

Whether it’s a neighborhood restaurant, an independent creator, or a network like Asian Hustle Network, communities already have people who want to see them succeed.

What if those people had better ways to make that happen?

That’s the vision behind TRI3E: helping people turn their existing connections into more opportunities for their communities.

Join TRI3E

Build your community. Activate your network. Grow together.

Explore TRI3E | Connect with Steve

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Taufeek Shah

Stories

The Success Behind the First-Ever National Asian-Filipino-Owned Hot Sauce Brand

Taufeek Shah, the Founder and CEO of Lola’s Fine Hot Sauce, embodies a story that celebrates both multiculturalism and the passing down of traditions from one generation to the next.

Taufeek’s unique background, growing up with a Filipino mother and a Pakistani father who were immigrants, provided him with a rich tapestry of cultural influences. This upbringing laid the foundation for his culinary journey.

Taufeek’s parents arrived in the U.S. with dreams of a better life, despite limited resources. His father served in the military, while his mother established a medical practice in rural Northeast Iowa. Technically raised in small-town Iowa, Taufeek’s life was deeply influenced by three distinct cultures—Filipino, Pakistani, and American.

They aptly named their business “Lola’s,” a heartfelt tribute to Taufeek’s mother and a nod to the Tagalog term for grandmother.

Delightful Blend of Flavors

Taufeek’s culinary adventure was inspired by the delicious meals he savored at home. The fusion of Filipino and Pakistani flavors, combined with the locally grown peppers from Iowa farmers, crafted a one-of-a-kind gastronomic experience. This delightful blend of flavors ignited Taufeek’s vision to share these flavors with the world by bottling them.

A Humble Beginning

Taufeek’s venture into the business world began during his career in the financial services sector. He introduced his mother’s homemade hot sauce at office gatherings, and it became an immediate sensation. Encouraged by the enthusiastic feedback, he persuaded his mother to join him in sharing their family’s hot sauce with a broader audience.

Their entrepreneurial journey commenced with humble beginnings, starting at pop-up locations and farmer’s markets. As their loyal customer base expanded, Taufeek’s confidence in building a successful enterprise grew. They aptly named their business “Lola’s,” a heartfelt tribute to Taufeek’s mother and a nod to the Tagalog term for grandmother.

The Recipe for Success

The secret to Lola’s Fine Hot Sauce’s success was their dedication to preserving the original recipe. Taufeek took on multiple roles, from investor to CEO, marketer, and even delivery driver, to propel their brand forward. They started by supplying restaurants and gradually expanded into retail outlets, gaining a foothold across the nation.

Today, Lola’s Fine Hot Sauce is available in over 14,000 locations, a testament to their unwavering commitment to quality and taste.

First-Ever National Asian-Filipino-Owned Hot Sauce Brand

The mission of Lola’s Fine Hot Sauce is to provide a truly unique hot sauce for everyone to enjoy. Their hot sauce is made from the freshest ingredients and includes a blend of the world’s most unique peppers for a delectable experience. Their sauces are meant to enhance your dishes with delightful flavor, not just intense heat.

Their recent milestone of landing in over 3,600 Walgreens stores across the country makes them the first-ever national Asian-Filipino-owned hot sauce brand in the United States.

The legacy of Lola’s Fine Hot Sauce extends far beyond being a mere condiment. It serves as a symbol of family heritage, the fusion of diverse cultures, and the realization of the American dream.

CONNECT WITH LOLA’S FINE HOT SAUCE

Instagram: @LolasFineHotSauce 

Website: lolasfinehotsauce.com 

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Filipino Couple Started a Small Business to Support Autism in the Philippines

Amidst a worldwide lockdown, Chris and Minette Sales, a Filipino couple living in Australia, found a way to help families back in the Philippines who are dealing with autism. Their small business, Mrs. Market, helps groups that support people with autism.

Their journey began when their twin sons were diagnosed with autism. Living in Australia gave them access to much-needed help for their children. But Minette, being a Filipino, wanted to share this kind of support with families in the Philippines.

Their business, Mrs. Market, started because their children had special dietary needs. They decided to use this as an opportunity to give back. Some of their profits go to organizations in the Philippines that help people with autism.

Image Source: Mrs. Market

Chris, a nurse, already had a feeling that their sons were behind in their development. He told Minette that they needed to face the challenge together and be the best parents for their kids. They run their small business with support from Minette’s mom, who’s also a nurse, and their friends who help when they can.

Mrs. Market is part of a community in Melbourne that supports Filipino business owners. The Sari-Sari Success community started during the lockdown and has become a place where Filipinos can share their experiences as entrepreneurs. It’s all about helping each other succeed, build networks, and make new friends.

Featured Image Source: SBS Filipino

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Candles with a Twist: Asian Scents Co. Delights with Asian-Inspired Fragrances

Candles have transcended their traditional use and have become a cherished everyday luxury in Malaysia. The candle-making industry has witnessed a surge in recent years, with numerous brands emerging across the country. Among these, one brand stands out for its unique twist on the classic candle experience – Asian Scents Co.

Unlike typical candle makers that focus solely on scents, Asian Scents Co. takes a novel approach. They offer a range of candles inspired by Asian culture and flavors that will tantalize not only your olfactory senses but also evoke a sense of nostalgia and wanderlust. From Boba Milk Tea to White Rabbit Candy, and even the distinctive Tiger Balm scent, Asian Scents Co. offers a diverse selection that goes beyond the ordinary.

Image Source: Asian Scents Co.

The brain behind this aromatic venture is Audrey Hon, whose journey began with homesickness while living in Melbourne, far from her Malaysian roots. As the pandemic kept her away from her homeland, she found solace in crafting scented candles. What started as a therapeutic hobby soon turned into a business, driven by the shared nostalgia her candles evoked among friends living abroad.

Audrey started with an initial investment of approximately $24,000, sourced from her personal savings and family support. The candles, crafted from premium natural coconut soy wax, wooden wicks, and high-quality fragrance oils, promise clean and toxin-free burning. She left her corporate job to devote herself fully to the brand, a bold move that paid off as international orders began pouring in from Europe and the US.

Asian Scents Co. has strategically positioned itself in the market by offering a unique blend of scents that celebrate Asian culture. Their portfolio includes a diverse range of options, available as candles, air fresheners, reed diffusers, and linen sprays, with prices ranging from $4 to $20. Customers can choose between travel-sized and full-sized candles, and the brand even offers gift sets.

As the global scented candles market continues to grow, with a projected value of $9.5 billion by 2028, the candle-making industry presents a promising avenue. However, with rising competition, brands need to differentiate themselves. Asian Scents Co. has done just that by tapping into the universal love for food and nostalgia, delivering a unique sensory experience that resonates not only with Malaysians but also with individuals worldwide who share an appreciation for Asian culture and flavors.

Featured Image Source: Asian Scents Co.

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Phantila Phataraprasit: Embracing Thai Culture and Sustainability in Furniture

In the transition from dormitory living to her own apartment, Phantila Phataraprasit found herself grappling with a challenge familiar to many recent graduates: the quest for affordable, stylish, and eco-friendly furniture. Sustainability has played a significant role throughout her life due to her mother’s involvement in running eco-friendly lodges in Thailand.

Phataraprasit and her college friend Caitlin Ellen teamed up to start Sabai – a Thai word that means feeling comfortable and relaxed. Sabai is a direct-to-consumer furniture company that prioritizes sustainability without sacrificing affordability.

Sabai’s core mission revolves around empowering young professionals to align their values with their furniture choices. For them, achieving true sustainability involves more than using eco-friendly materials.

Their sofas, crafted in a family-owned North Carolina factory, feature Sustainable Forestry Initiative (SFI)-certified wood, recycled fiber fill, and upcycled fabrics, free from harmful chemicals. They introduced a “Repair Don’t Replace” program and a buyback initiative to ensure longevity and affordability.

After initially diversifying into various home furnishing categories, Sabai recognized that sustainability remained the driving force for their customers. They refocused their efforts on seating, catering to those with unique aesthetic preferences. This strategic shift enables them to deliver on their core sustainability promise while offering diverse design options.

Aside from this, Sabai also understands the importance of forming meaningful connections with customers. Furniture is intimate, and Sabai recognizes that today’s generation cares deeply about their living spaces.

By amplifying their sustainability initiatives and engaging with consumers, Sabai aims to inspire a lot of people to live a more sustainable lifestyle.

Featured Image Source: Medium