Stories

June 9, 2024

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In today’s digital age, the online world is filled with countless content creators and influencers, all trying to make their mark. Yet, only a few manage to create real impact, and Zoe is one of them.

With over 3 million YouTube subscribers under the name “zoeunlimited,” Zoe has built a dedicated community through her insightful content on fitness, fashion, dating, and navigating the complexities of girlhood. Her work has even caught the attention of celebrities like Olivia Rodrigo, who stated that she watches Zoe’s videos all the time. In just 14 days, Zoe doubled her subscribers from 1 million to 2 million, when she was creating videos as a hobby outside her 9-to-5 job.

Read through as we learn more about Zoe’s secrets to success as she shares it in detail with Asian Hustle Network.

ABOUT ZOE

I am a multiformat creator navigating girlhood with my Gen Z and Millennial community. My goal is to encourage women to tap into their unlimited potential by thinking critically via my pop culture video essays about beauty, fashion, and confidence.

I grew up in China and Canada and came to LA initially to study Business Economics at UCLA. The different cultural environments I grew up in gave me broader perspectives on the various pop culture topics I’m interested in and inspired me to share that vision with the unlimited community to learn and grow together.

ZOE’S JOURNEY AS A CONTENT CREATOR

Growing up, I’ve always been artistically driven and drawn to creative mediums like fashion, film, and fine arts. Scared of becoming a “starving artist,” I didn’t pursue fashion and studied Business Economics instead, but I always felt like something was missing.

I was very fortunate to discover YouTube as a creative outlet after college and began documenting my life in video format. I always make videos on what I’m interested in at the moment, which was a lot of fitness, college, and even CPA content at the very beginning. Throughout time, I discovered that the central theme of all my content revolves around growth – in becoming fitter, healthier, more confident, more reflective, and so on. My community of mostly women feels like a precious friend group to me and I realized through interacting with them, that many of us are going through similar challenges in our girlhood and there’s much more to share and discuss than just my personal journey.

With that, I began creating my video essay series that served as a discussion ground to think critically about topics many could relate to, including beauty standards, dating, and fashion. Girlhood is such an intriguing and confusing experience in the modern setting, and I just hope to create a community where women feel seen, heard, and not alone when encountering the ever-changing concept of how to be a modern woman. I don’t have the answers but I hope to create a safe space for all of us to explore and reflect!

RAPID GROWTH AND STRATEGIC SUCCESS

Although part of the growth (growing subscriber count from 1M to 2M in 14 days) was extremely rapid, the story before the lift-off was a consistent grind of weekly uploads for 3 years as a pure hobby. The tipping point always feels exciting and amazing, but what truly felt rewarding was 3 years of building something I love.

OVERCOMING CHALLENGES AND CELEBRATING MILESTONES

I’d say one of the biggest challenges was the lack of initial support and understanding from my family. It was painful for me to see something I love doing creating a chasm in my relationship with the people I love, but I’m grateful that we have cleared past misunderstandings and grown close again. I’m so grateful for the community that stuck with me as well as my closest friends who believed in me even when I had a lot of self-doubt, especially during the years I felt judged and not understood.

BALANCING AUTHENTICITY AND PRIVACY

I love and respect the people closest to me and want to protect their privacy as much as possible online. When it comes to my own journey, I believe my community comes with a good heart, and I see them as good friends I can confide in. So even when it comes to moments that aren’t the most glamorous and the failures I’m not extremely proud of, I do want to share that experience if I know someone can benefit from it by feeling less alone or could simply learn from the mistakes I’ve made.

That’s the goal with my Healing Diaries series, where I share some of my biggest struggles including my health, mental health, and dating. I hope to normalize talking about uncomfortable topics and reduce any shame or guilt for anyone going through a similar experience.

BUILDING “UNLIMITED THOUGHTS” AND A COMMUNITY

The most rewarding moments are the ones when I get to meet my followers in person and learn about their journeys and goals. I’m beyond grateful for a community of kind and driven women who have allowed me to tag along with them on their growth journeys. Some are in college, some just landed their third job, some are going through heartbreaks, and some are creating amazing art and inspiring many people including me.

It was really sweet when a subscriber told me how one of my videos in the “Unlimited Thoughts” series inspired her to write a final paper that got her an A. That brought me way more joy than hitting my personal milestones. The love and passion for turning ideas into something that others can enjoy watching and perhaps benefit from, make all the blocks and times of doubt worth it.

WINNING A SIX-FIGURE INVESTMENT FROM CREATORDAO

I had a major imposter syndrome moment because I entered the contest without expecting to win.

It was a huge encouragement to be more confident in myself as a creator and a wake-up call to think bigger. An advice I’d share with other creators is to trust that you are way more capable than you think. Do not limit yourself.

LOOKING AHEAD

I wish to continue improving my storytelling and critical thinking as a creator to bring hope and joy that people can feel and pass on.  

Whether it comes to future content projects or a brand that I launch, I wish to uplift my community and support them in building their self-confidence and identity. I’m excited to explore many more unfamiliar areas in content I haven’t tapped into yet, including podcasting, to challenge and expand my own limits.

A MESSAGE OF REPRESENTATION AND EMPOWERMENT

When I first began making videos about pop culture, I felt a little out of place given the limited AAPI representation in beauty, fashion, and entertainment. It is exactly for this reason that I must show up more in this space to bring my unique narrative shaped by my multicultural experience of growing up in China and Canada. 

Authentic self-expression cannot occur without bringing forward the full self, and that includes our beautiful heritage, no matter what that is for each individual. As Lucy Liu said at the Gold Gala “You never know how far just a little bit of support can carry you.”

It resonated with me so much because I cannot imagine how far I’d come without that initial bit of support. I hope to be that supporter for my community and help them break out of their previous limiting beliefs.

FINAL THOUGHTS

It warms my heart to see more and more women and members of the AAPI community daring to dream big, not just in content creation, but in all facets of entrepreneurship. I hope to use my platforms to further support these creators and entrepreneurs, who are sharing the spirit of breaking limits and redefining what’s possible.

CONNECT WITH ZOE

YouTube: zoeunlimited

Instagram: @zoeunlimited

TikTok: @zoeunlimited

LinkedIn: @zoeunlimited

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Stories

This Young Baker Is Changing the Food System by ‘Vegan-izing’ Asian Snacks

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Made from only the freshest, high-quality ingredients and created with sustainability in mind, Annie’s vegan, gluten-free, and upcycled Taiwanese Pineapple Cakes are perfect for anyone who cares for the environment and their taste buds.

In this interview, Annie shares her experience of growing up in rural towns in America, where she witnessed firsthand the harsh realities of food production, her journey of developing her recipes, her passion for reducing the use of animal products, and her experience of baking for the premiere of Everything Everywhere All At Once.

SEEING THE HARSH REALITIES OF HOW FOOD WERE BEING PRODUCED WHILE GROWING UP

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In one town in Illinois, my classmates and I had to plug our noses to guard against the toxic smell wafting towards us from a nearby pig farm. When we lived in Arkansas, we lived 15 minutes away from a Tyson chicken factory where runoff from the factory sat in huge silos. Ironically, these rural towns where I got to school by walking through crop fields were the towns where neighbors often struggled the most with unstable access to nutritious and responsibly grown food.

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After working at environmental nonprofits and food tech companies, I decided to start Annie’s T Cakes to help myself and others once again partake in culturally important foods while also helping to improve the food system.

MY DREAM AS A KID WAS TO OPEN A BAKERY

The first thing I ever cooked was a scrambled egg in fifth grade. I forgot to oil the pan so you could say the first go was a fail. I didn’t really bake growing up unless it was a box of brownie mix or Pillsbury cookies. Most of my time in the kitchen was spent working the stovetop via stir-frying, steaming, and boiling.

I’d watch my mom cook traditional dishes like tomato and scrambled eggs with noodles or filled buns. As I got older, I started taking on more responsibilities in the kitchen and would cook tea eggs, and steamed bread on my own. I loved getting experimental. I always made my bread and dumplings in unique shapes.

Last year, my dad told me that my dream as a kid was to open a bakery. It was news to me since the one fleeting dream I can remember was about being a vet. But hey, here we are! Definitely much further than my first failed scrambled egg.

The base of the Taiwanese pineapple cake recipe only took me three tries to make (the fastest I’ve yet to develop a recipe). I started by making milk bread and buns but I remembered how much I used to love Taiwanese pineapple cakes growing up and took a crack at it. A friend of mine in Oakland runs a business upcycling tofu fiber into flour (Renewal Mill). Since the pineapple cakes didn’t need to rise as the bread did, I thought it would be a perfect way to create a gluten-free option for customers and support her business as well. 

VEGAN-IZING ASIAN SNACKS AND FOODS

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When the pandemic hit and I was laid off along with half of my team, I took the plunge. Building the business now, I think really deeply about sourcing ingredients and how to make things sustainable. In addition to building a vegan brand, I also use compostable packaging and try to reuse shipping materials to reduce waste. 

We see more food products on the market these days that do not use animal products. Heavily reducing the use of animal products as a society would be huge for reducing our negative impact on the environment and taking care of all living things on our planet.

THE ‘EVERYTHING EVERYWHERE ALL AT ONCE’ EXPERIENCE

My experience baking for the premiere of Everything Everywhere All At Once was a whirlwind!

The week before the premiere, I was put in touch with A24. In each of the markets the studio had launched the movie in, they’d worked with local bakers to create the smiley face cookie that appeared in the movie, and they still needed someone for the San Francisco premiere.

When they reached out to me, I actually didn’t have my almond cookie recipe finalized yet. I had been working on the recipe for a year at that point and felt like I just had a couple of days to nail it. So, I told the studio I would get back to them, and I cranked out test batch after test batch over the weekend.

After a couple of days, I finally had it done! And just like that, the next week, I took the recipe I had just finalized, made and packed 800+ cookies for the premier. Two nights before the premiere, I had started baking at around 7 am and continued into the night packing half of them. I thought it wasn’t that late but when I looked at the time it was 4 am! Thankfully the next day my boyfriend and two of our close friends came and helped me pack the other half of the cookies and it only took us only a few hours.

To see a cookie I made in the hands of hundreds of people, including the cast and directors of a movie that has touched so many lives was a once-in-a-lifetime event, to say the least. At the premiere, one of the directors expressed his happiness to me. He told me I had been the only baker that had made an actual almond cookie. Remembering that moment, and countless others throughout the week, I am so grateful that I got to be a part of such a special event with incredible changemakers. 

ADVICE TO BUSINESS OWNERS TOWARD SUSTAINABILITY

As small business owners, most of the time we’re just running around trying to get products out the door. Compromise happens daily because bandwidth is limited and nothing ever happens in an ideal way. 

For those that are trying to find ways to be more sustainable, take small steps toward a long-term plan of sustainability. Take note of things like the ingredients you use, where you source everything from, the amount of packaging you use, etc. and make changes where and when you can to reduce your footprint. Start small and intentionally design your business in a way where you are putting yourself on the road toward your ultimate, climate-friendly operation. 

WHAT TO EXPECT FROM ANNIE’S T CAKES 

My vision for Annie’s T Cakes is to bring these nostalgic vegan treats to people across the globe, starting first in California. I also aim to support local agricultural efforts by donating profits to organizations focused on sustainable agriculture in their communities.

In the near term, I’ll be in my kitchen, continuing to bring delicious and culturally relevant foods to our community!

Website: www.anniestcakes.com

Instagram: @anniestcakes

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