Stories

June 26, 2023

SHARE:

Founded in 2015 by Carolyn Kim, a Korean American mother and non-profit lawyer, Yobo Soju was born out of a desire to create an elegant soju that resonated with evolving lifestyles and refined tastes.

As the first American hand-crafted soju made in the New York Finger Lakes, Yobo quickly gained recognition, winning awards and becoming renowned for its exceptional taste.

In 2021, John Noe joined the team as an investor and CEO, aiming to propel Carolyn’s vision to new heights. With offerings like Hunni Soju, YoboKish, KTOWN Soju, and Yobo Soju Luxe, they cater to various consumer preferences and occasions, making soju accessible to a wider audience.

Yobo Soju stands out from other brands by choosing to craft their soju from grapes, a departure from the traditional rice-based approach. This unique choice pays homage to Carolyn’s Korean American heritage and the desire to create a more premium and high-quality soju. The result is a velvety smooth liquid with a floral aroma and fruitiness, capturing the attention of cocktail bars and restaurants seeking to elevate their creations.

In an interview with John Noe, he shares his insights into the journey of Yobo Soju and its impact on the spirits market. Join us as we delve deeper into the story behind Yobo Soju and discover the inspiration and passion that drives its success.

HOW YOBO SOJU CAME TO LIFE

Yobo Soju was started in 2015 by Carolyn Kim, a Korean American mother of twins and a non-profit lawyer. At the time, there weren’t many premium soju on the market. While she enjoyed drinking soju in her earlier years, she wanted something that suited her evolving lifestyle and taste.

Carolyn Kim

In a word, she wanted to create a soju that was ‘elegant.’ From that ambition, Yobo Soju was born, the first American hand-crafted soju made in the New York Finger Lakes. Immediately, Yobo won several awards and was touted for being one of the best-tasting soju available. Yobo made its way into top restaurants, cocktail bars, and retail accounts, and was ready to grow. 

In 2021, I joined the team as an investor and CEO to push Carolyn’s vision further. We had a great product and initial distribution but needed to get to the next level. In developing our strategy, we started from the very top and figured we’d work our way down. How do we win over U.S. consumers completely unfamiliar with soju? If we could do that, winning existing soju consumers or lapsed soju consumers would be easy by comparison. From there, the obstacles started to stack.   

Distributor: Will there even be any interest in soju?

Retailer: Where would I even put soju on my shelves?

Bar manager: How do I even serve soju?

Consumer: What is soju? How do I drink it?

Our strategy was to take our single product and to expand into a diverse portfolio that could navigate our obstacles. We created Hunni Soju, a ready-to-drink flavored soju cocktail line, to utilize a more approachable single-serve format. We created YoboKish, a range of unique aperitifs using our soju as its base, to reach mixology enthusiasts at home and at the bar. We created KTOWN soju, a range of all-natural flavored soju made with real fruit juice, as a playful way to drive soju trials in a multi-serve format. And we elevated our original distilled soju, renaming it Yobo Soju Luxe to honor traditional soju making while adding our own Korean American twist. Together, we’ve created a diverse Asian American spirit portfolio that can bring soju to nearly any type of account and occasion.

Together, the portfolio represents a diverse range of Asian American spirits to meet consumers of any level of soju familiarity. Since 2020, Yobo has expanded from 2 SKUs to 18 SKUs and our annual case volume has grown 50x with distribution in over 30 states. The strategy that seemed risky and overly ambitious in 2021 is now beginning to take hold.  

Mass soju is a low-cost product produced at a significant volume that isn’t known for its great taste. But it’s the spirit of Korea, so why couldn’t it be more premium and made of higher quality?

John Noe

USING GRAPES TO CRAFT SOJU

Carolyn was very thoughtful in creating the first Korean American soju. Like her own identity, she wanted to source ingredients that were local to her while paying homage to her history and origin.

At the time, she lived in New York City, and so the idea of using Catawba grapes grown nearby in the Finger Lakes became an interesting choice. There was a disruptive statement to be made as well. In a category dominated by men, how would she represent Korean American women in creating the first soju made in America?

Mass soju is a low-cost product produced at a significant volume that isn’t known for its great taste. But it’s the spirit of Korea, so why couldn’t it be more premium and made of higher quality? Producing soju from grapes resulted in a liquid with a floral aroma, fruitiness, and a velvety smooth finish. Yobo was quickly adopted by cocktail bars and restaurants that wanted to create higher-end cocktails with soju. Consumers lauded its taste and Yobo gained a niche following.

Since then, we moved our operations to California and updated the branding, packaging, and formula for our flagship soju now called Yobo Soju Luxe. The formula change is one we didn’t take lightly. Moving to California not only gave us the ability to source grapes from California but to source rice as well. After much trial and error and countless recipes, we ended up with the current Yobo Soju Luxe formula made from organic wheat, California rice, and California grapes. It’s a blend that combines the best of each of those ingredients giving us a soju that’s impossibly smooth and almost creamy while representing what we believed to be truly Korean American.

PRODUCTION PROCESS AND STANDARDS

The majority of our products are produced in Ventura, California with our distiller.

The process is a labor of love where our formulas are distilled, mixed, and batched by our master distiller. Each bottle is inspected by hand and packed. But the part of the process that’s been the biggest adventure has been the formulation process.

Creating YoboKish, the collaborative name of our venture with Kristen Kish, took almost two years. We started the project with a completely blank canvas and no restrictions. What would a Top Chef winner do? We gave Kristen free rein and the project evolved through several iterations as we experimented with flavors, formats, and concepts. Eventually, we landed on the flavor profile Kristen loves most, bringing contrasting flavors together like bitter and sweet:

  • SHINE – kumquat, rose, and ginger because kumquat is her favorite fruit. 
  • BLISS – sour cherry, pink peppercorn, and licorice because Kristen grew up in Michigan and loved licorice as a kid.
  • EARTH – smoked mushroom umami because she’s a celebrity chef and she flexes.
  • SEOUL – hibiscus, lemon balm, and raw honey because her wife Bianca has a nightly ritual of drinking hibiscus tea in a similar fashion (hence the name, SEOUL for the city where Kristen was born and SOUL for her soulmate, Bianca).

They’re each sweet and bitter, but soft and balanced at the same time. They’re all-natural and have no artificial coloring or flavors. And they provide mixologists with Top Chef-like ingredients to create an array of imaginative cocktails.

Kristen Kish

DIFFERENT OFFERINGS TO CATER DIFFERENT CONSUMER PREFERENCES

There is a distinct ritual to drinking soju.

Its smaller bottles and lower proof allow bottles to be easily consumed among a group of friends. Once a bottle is opened, it’s shared and poured, two hands pour, and two hands receive as it’s passed around the table until it’s empty. At Korean barbeque, singing karaoke, or out clubbing, the occasion for soju is a social one.  

While we want our soju to be a part of all those rituals and occasions, we wanted to design our products for new occasions that would help us cross cultures.

In Yobo Soju Luxe, we wanted to create a celebratory bottle and liquid, one that could be gifted as a present or opened to commemorate an accomplishment.

In YoboKish, we wanted to create a ‘professional’ product for more advanced mixologists and cocktail enthusiasts.

In Hunni Soju, we wanted a format that would be conducive for trial, a single-serve, easy-to-drink, flavored soju that people could grab and go – to the beach, a picnic, golfing, and more.

And in KTOWN Soju, we wanted to take everything we’ve ever loved about eating and drinking in Korea town and take the experience of KTOWN to wherever the bottle goes. In fact, the design of the glass is made to look like a flask and the liquid is fruity, sweet, and welcoming to any first-time soju drinker.

WHAT SETS YOBO SOJU APART

Most people don’t realize that soju is the largest-selling spirit in the world by volume, outselling vodka, tequila, and whiskey in total cases. Despite its market size, most soju on the market are very similar – inexpensive liquid housed in small green bottles.

It wasn’t until more recently that more premium soju products arrived. But what makes our full line of products unique is our identity as a Korean American company and brand. There’s a generational shift in thinking about what soju could be in the United States and we intend to produce soju that is as beautifully designed as any other spirit you’d find on the shelf and of the highest quality.

Our glass is custom. Our liquid is all-natural and free from artificial coloring, flavors, or sweeteners. While we do our best to communicate our differences through our marketing communications, the best proof is when somebody tries our soju. If you’ve had other soju before, the difference is unmistakable.

JOHN’S GOALS AND VISION FOR YOBO SOJU

I started as CEO in 2021 and since then we’ve accomplished so much. The business has grown 50x in annual case volume with the expansion of its portfolio and is now distributed in more than 30 states. We’re about to launch major brand collaborations and product integration in the upcoming Joyride movie by Adele Lim.

We’ve poured at places like the Sundance Film Festival and Food & Wine Classic in Aspen. But beyond the business milestones, I believe what we’re doing is significant and will spark the imagination of others to follow. 

Our mission has been to elevate the Korean American spirit by breaking boundaries, from the way we think about the liquid that constitutes soju to the communities we aim to reach. The world doesn’t need another tequila or vodka and yet much of the industry only sees opportunities in large, established markets.

As a Korean American, I know the power of the minority mindset and the impact that can be made by a few. Small is where everyone starts. We had two events just recently, a pride event at a fashion/design studio called Bobblehaus where we showcased KTOWN soju, and Food & Wine in Aspen where we showcased Kristen Kish’s aperitifs.

It was such an amazing experience pouring our drinks for people, explaining soju, introducing our products, and seeing everyone’s reactions. Some might overlook Asian American spirits right now because of its market size or lack of movie star endorsers, but from the view down here, we see a community building around us filled with faces of every identity and color sharing and enjoying soju with us.

John Noe

THE IMPACT OF YOBO SOJU

The greatest impact Yobo has had is its personal impact on me.

I grew up in a small town in Texas and our family was the first Korean family in our neighborhood. When we arrived, the community of Korean Americans in my elementary school was limited to me and my brother (for the one year we overlapped). For most of my life, I struggled with my own Korean American identity and felt like I needed to find ways to be less ‘Korean’ to succeed.

I’ve had an entrepreneurial career having built and sold an advertising agency before Yobo in an industry where just like my elementary school, I was only one of a few Asian Americans along with my Chinese American partner. We built the agency up and sold it to a French holding company where we continued to grow the business. In that time, we worked with mass, established, ‘American’ brands that played very little in contributing to Asian American identity and culture. We were successful by all business standards, but regretfully, we contributed very little to our Asian American community.

At the time of joining Yobo as its CEO, the stories of hate crimes against Asian Americans started to surface. Here I am, a Korean American CEO of a Korean American company amidst a breakout of hatred toward a community I rarely embraced. It was the unfortunate wake-up call I required to find pride in my identity and to take more roles in paving the way for other Asian Americans more seriously. My Yobo journey has been profound, and instead of hiding my Korean-ness, I’m now on a mission to share it.

We have a few things lined up that I’m excited to share and announce. Beyond launching products and selling them into accounts, we’re here to make a statement. The Yobo organization is very small, a minority among minorities, but we believe we’ll make an outsized impact.

CONNECT WITH YOBO SOJU

Instagram: @yobosoju

Website: yobosoju.com

Related Articles

Untitled design

Uncategorized

Humphry Slocombe Launched Filipino-Inspired Ice Cream In Collaboration With Popular Eatery Señor Sisig

There is nothing quite like a scoop of ice cream on a hot day, as we’re sure you’ll agree! And what better way to enjoy one than with a tasty serving of delectable creations alongside your best dishes?

This summer, the renowned Filipino food truck now restaurant Señor Sisig will open a branch in the food hall of the San Francisco Bay Area and collaborate with the Filipino-inspired experimental ice cream Humphry Slocombe.

They have been starting to develop a new ice cream flavor that evokes childhood and promotes the favorite dishes with an accompanying dessert. According to SFGate, both businesses have decided to work together as they get ready to become Ferry Building tenants.

It may be a new flavor for Humphry Slocombe customers, but it’s not for Filipinos. Made with cinnamon and bananas, the ice cream is as delicious as it sounds. Named “churron”, a mash-up of “churro” and “turon,” a Filipino caramelized fried banana roll.

The new Señor Sisig restaurant will serve drinks with Filipino and Mexican tastes including ube, pandan, and calamansi.

Stop by one of the six Humphry Slocombe locations around the Bay Area to enjoy this new flavorful ice cream before it sells out!

Melody

Uncategorized

Melody Hahm on Shaping a Diverse Venture Capital Landscape for Entrepreneurs

Melody Hahm has held many roles as an acclaimed business journalist for CNBC and Yahoo Finance and a platform and community manager for venture capital firm Harlem Capital. But her Twitter bio begins with “unapologetically Korean.” That’s a good indicator of the kind of person Melody is. 

In her interview with AHN, Melody is unapologetically honest about her experiences as, often, the only Asian in the room. She shares her journey of finding value in her work and, as a result, recognizing her self-worth to advocate for herself in traditionally male-dominated newsrooms. 

Since joining Harlem Capital in July 2021, she has helped female entrepreneurs and people of color make their mark in history. She leads off-site and operator networking events and content strategy for the firm’s portfolio companies. But she’s doing so much more for the BIPOC community of entrepreneurs by giving them the resources and platform to succeed. 

A CHILD OF KOREAN IMMIGRANTS FINDING HER PASSION FOR JOURNALISM

I was born in New York City and raised in the tri-state area in Connecticut and Jersey. I was a lifelong east coaster. My parents are Korean immigrants who met in the States, and I’m their only child. It became my passion early on to become a journalist. 

I had a dream of telling international stories, given my background as a child of Korean immigrants. Starting in elementary school, I took a liking to my Spanish class, and I performed the best in English reading and comprehension. So, pairing those things together, I was like, I’ll think I’ll figure out what this journalism thing is. It was after a journalism and writing summer program that I did after eighth grade that I realized this is the area I want to focus on. 

I started to write for my school newspaper and contributed to my local newspaper, the New Haven Register. There weren’t necessarily Asian bylines I could look to. There was Connie Chung and a few token Asian women on TV. But I could not envision what my career would look like. 

I’ll never forget what my mom said. She said, if you watch TV or go to a Broadway show and see someone that looks like you, it’s probably the stereotypically nerdy character who has a line or two, but you’ll never see someone who looks like you as the main character. She didn’t mean to discourage my dreams, but I think it was a reality check that perhaps it wasn’t the most practical route. 

“There weren’t necessarily Asian bylines I could look to…I could not envision what my career would look like.” 

-Melody hahm

FROM PRE-LAW TO BUSINESS JOURNALISM AND VENTURE CAPITAL

I went into college pursuing pre-law, but all my internship interests were in journalism. Then, I got a grant through school to go to New Delhi, India, for two months on a broadcast journalism internship. That was a turning point for me. Until that point, I didn’t understand what a real career in journalism could look like. When I got back, I tapped into any potential connection I had in the journalism world. It was through an alum of my school, who was the managing editor of Fortune magazine, who connected me to a couple of folks, and one of his contacts at CNBC reached out to me in my senior year. 

They said a news associate position was open and asked if I wanted it. I had no idea what financial and business journalism was, but it seemed like an opportunity I couldn’t pass on. So, I began my career in financial journalism on CNBC’s flagship morning show, Squawk Box. I produced segments and pitched ideas for startups to be featured on the show. At the time, it was very markets-driven, and I carved a niche for myself. 

I recognized that there wasn’t a platform for women and people of color running interesting startups to share their stories in a mainstream way. I took it upon myself to prove that these companies were going to be meaningful one day. I also wanted more experience on-air and I ended up finding an opportunity as an on-air reporter for Yahoo Finance. It was a great transition because Yahoo Finance is all digital. I got the chance to create content in a medium that I consumed. I hosted a show called Breakouts, which focused on entrepreneurship, especially among women and people of color. 

In July 2021, I left traditional media to join an early-stage venture fund called Harlem Capital which invests in diverse and women entrepreneurs. I lead their community and platform, which essentially means working with the portfolio companies and founders. As well as expanding our purview and reach as we think about democratizing venture capital for people who deserve it. It shouldn’t matter what you look like. 

It’s been a wild journey so far. There are a lot of different hats I wear. Some of my media expertise and savviness does play a role at Harlem, but I’m getting to flex my muscles to help entrepreneurs in a different realm and world, which I’m excited about. 

“I recognized that there wasn’t a platform for women and people of color running interesting startups to share their stories in a mainstream way. I took it upon myself to prove that these companies were going to be meaningful one day.” 

-melody hahm

TAKING STEPS TOWARD WHERE SHE IS TODAY

I would love to say it was well-thought-out, squarely defined, and manifested, but it wasn’t and never is. It’s always messy. Oftentimes, there are little signals along the way that remind you maybe this is not where my attention should be. I initially did not pursue a business or financial journalism career, the opportunity found me. I recognized that it was not my passion to report on the market’s daily moves. I can talk about it, but did I feel like I was getting value? Probably not. Making the 1% richer was never part of my mission. I obviously never went into journalism to make money. 

Being in that corner of media made me reconsider and reflect on who my audience was. Both Yahoo Finance and CNBC served the investor class, which tends to be more affluent and privileged. During COVID, I started excavating a bit. I asked myself how I could play a role in helping entrepreneurs, especially people who look like me, succeed. 

If you wanted to cover a startup in mainstream media, it was always about who backed them. That’s when I first started covering venture capitalists. I interviewed a lot of VCs and participated in conferences to interview VCs and the startups they funded. My mind was open to the opportunity to work at a venture capital firm where I could play a role in the process of helping entrepreneurs and equipping them with tools so they can have a fighting chance in making their mark on history. 

RECOGNIZING SELF-WORTH IN TRADITIONALLY MALE-DOMINATED WORK ENVIRONMENTS

I think my experience working in two traditionally male spaces has only fueled my fire to identify opportunities where I can change the narrative. I am very fortunate to have had mentors and direct bosses sticking their necks out for me, including the person who connected me to CNBC. I met him when I was a college student in 2011, and he ended up becoming my boss at Yahoo Finance. I’ll never forget this one conversation we had. It was our mid-year check-in, and I was so nervous. I knew I deserved a raise, but I didn’t want to be disappointed if I didn’t get it. 

I even went to seminars coaching women on negotiations. So, I was like, “Melody, you can do it. He’s always believed in you.” During the conversation, he gave me a 24% raise. I was going to ask for a third of that. My walkaway number was going to be 8%. That illustrated to me: Why was I valuing myself so little? Part of it is systemic, but I was selling myself short. That was an inflection point for me to recognize that even if this macrosystem is stacked against me, I know my worth, I know my strengths, and I know that I work hard. There are very clear and measurable things to show that makes you believe you deserve more. I recognized that even if the landscape is so male-dominated, that will not deter me. 

Tying it back to the venture capital world, so much it is bleak. Very few top-tier firms have BIPOC partners at all levels. Then, I joined Harlem Capital, which is founded by Black men. We have three Black men who are partners, and four of us are women of color, which is unheard of. You don’t see that in venture capital. I’m the only Asian woman, so it empowers me to know that they value and invest in people of color. I have a seat at the table, and I recognize my fight for my community. 

Our tagline is that we want to invest in 1,000 diverse entrepreneurs over the next 20 years. I think the only way you can do that is if the investor class and the people in the firm reflect the type of people you want to empower. We have the upper hand in understanding the problems and queries facing diverse founders. We’re the ones trying to solve the issues and provide the resources to feel the gap. It feels like a unique position to be in the venture landscape. 

“Even if this macrosystem is stacked against me, I know my worth, I know my strengths, and I know that I work hard. There are very clear and measurable things to show that makes you believe you deserve more.”

-melody hahm

NAVIGATING THE NEWSROOM AS AN ASIAN WOMAN

There were so many incidents of micro and clear aggressions from my colleagues, especially at Yahoo Finance, where I was, for a long time, the token Asian. Over the nearly six years I was at Yahoo Finance, our newsroom really blossomed. We had a flurry of people of color and lots of Asian women who joined the team. But the first couple of years were really difficult. If there was news related to ongoing issues in the Asia continent, I was expected to know the answer. I’m like, I was born in New York. I’m connected to my Korean heritage, but I don’t know the ins and outs of the dynamic of Japan and Korea. The assumption that I would have these answers definitely messed me up a little bit. 

In light of the hate crimes facing Asians, it was difficult for me during the work day because we wouldn’t cover that news. It was only when there was a business angle or organizations pledged tens of millions of dollars that it became a story in the business world. I understood that we weren’t working under a general news system, but at the same time, the lack of care felt disappointing to me. I felt I had to advocate for myself and the Asian community. 

In my current role in the venture world, it’s night and day because my colleagues are all people of color. Even when Michelle Go passed, against this influx in hate crimes was happening, they would check in on me, asking how I was doing on a personal level. To be honest, Harlem Capital has grown over the last couple of years, alongside the deaths of Black Americans like George Floyd and Breonna Taylor. My colleagues recognize how hard it is to compartmentalize pain and trauma as you experience professional success, trying to reconcile the two. I think there’s empathy in my current role and organization that gives me a little bit more strength and hope. 

THE FUTURE OF VCS

I think 20 years from now, we’ll see a magnificent diaspora of Asian, African, and Latino founders who go on to raise future rounds of capital, take their companies public, maybe start their own VCs, and become angel investors. It’s beyond my wildest dreams to think about what that diaspora looks like. Tier one VCs are already investing in Africa and Latin America. We’re seeing people choose to operate in international landscapes, and they’re all contributing to changing the face of entrepreneurship. 

I have no doubt in my mind that when hopefully my child is growing up that if they were an entrepreneur, they could look at the options and say, ‘There’s a partner who looks like me and understands my story.’ It won’t be tokenization as a poster child of diversity. It will be an integration as the DNA of up-and-coming VCs, VCs that have yet to be created, and existing firms where it won’t be an option anymore to not be diverse. This is a one-way street, and if you don’t buy into it, you will get left behind.

“It will be an integration as the DNA of up-and-coming VCs, VCs that have yet to be created, and existing firms where it won’t be an option anymore to not be diverse.”

-melody hahm

HOW TO REACH OUT

You can reach me on Twitter @melodyhahm, on Instagram @melhahm, and on LinkedIn. If you want to learn more about Harlem Capital, or if you want to learn more about my journey, I’m always excited and happy to chat with folks. If anyone is contemplating a move, career or otherwise, feel free to hit me up because I love to talk about those kinds of transitions. 

Interview credit: Tiff Soga

Image Source: Chell Diaz Fernandez Facebook

Uncategorized

‘Mompreneur’ Turned Her Hurdles Into Success And On A Mission To Help Other Moms Start Their Businesses

Filipino entrepreneur Chell Diaz Fernandez is on a mission to inspire other mothers to persevere in pursuing their dreams, regardless of how simple those businesses are or how difficult the road lies ahead.

The “mompreneur” has tried over 15 businesses since 2016 — she has sold in bazaars and had “sari-sari store” or a neighborhood sundry store. She’s also created a party supplies store, started selling secondhand clothes on Facebook live, and even vlogged.

Chell is currently a full-time Ultra Green Coffee business consultant, helping other mothers start coffee enterprises. She aspires to show that being a mother doesn’t limit success in business. She encourages stay-at-home moms to contact her for financial opportunities. “I want to inspire my fellow moms out there that if I can do it, you can too.” she said.

She described how difficult it was initially because her husband insisted that she should only take care of their children and would not allow her to work or start a business. She had to stand up for herself and realize that even as a stay-at-home mom, she is capable of more than she currently does.

As Chell expressed on her journey, she was aware of the many hardships she had experienced. Nonetheless, she pushed on, thinking of her loved ones and not giving up, and would forever be grateful for the pain and adversity she had endured.

She was hopeful that this would pave the way for her future development and success. In the end, she hopes that those who are discouraged will be able to find strength and hope in her motivational story about her business.

Image Source: Dollar Hits Instagram

Uncategorized

Filipino $1 Street Food Restaurant In LA Highlighted On Netflix “Street Food: USA”

Filipino food in the U.S. is heating up with a flurry of news reports, viral videos, and social media posts about a Pinoy-owned street food eatery in Los Angeles after it was featured on the popular Netflix show “Street Food: USA”.

One of LA’s best and most interesting eateries, Dollar Hits, is owned by Elvira Chan from the city of Pampanga, Philippines. Given how fiercely competitive the market is in Los Angeles, this is quite an accomplishment. 

She is drawing a lot of attention due to the eatery’s excellent food, welcoming crew, and affordable prices. In fact, a lot of people, particularly her “kababayans” or fellow countrymen, have backed and really patronized her business. She stated that her food business was called Dollar Hits because all of her 33 different types of street cuisine on a stick cost “one dollar”.

Having a Kapampangan root, Elvira was exposed to the different Kapampangan delicacies and even barbecue specialties. She and her sisters began their business as a food truck that sells Filipino cuisine to a loyal customer base. 

They decided to buy the market space in order to expand their eatery and accommodate more Filipino diners as their patronage grew.

They have been diligently working to expand the business and expanded locations around LA. Their California locations in Temple and West Covina have already been operating. Another expansion will be located in Woodside, New York, and will be highly anticipated in August of 2022. 

Elvira wants to help out other Filipino-owned businesses in the area, so she wants to buy the entire strip mall where Dollar Hits is now renting space.

The mission of Elvira and her Dollar Hits is to provide an exceptional experience through the food nostalgia of barbecue specialties and other Filipino traditional cuisines. This is a major accomplishment, not just for their perseverance and tenacity, but also for the Filipino-American community in Los Angeles. This is something they can all take pride in.