Stories

July 25, 2023

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Annie Wang, a baker from Oakland, recently had the opportunity of making custom almond cookies for the premiere of Everything Everywhere All At Once.

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

I was born in New York City, but growing up, my family and I moved every three years. The towns we moved to in the later years were smaller and more rural than the others. During the time I lived in these states, I saw the harsh realities of how we produce and handle food in America.

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.

These towns were also where I first learned about the enormous harm inflicted on people and animals by our current agricultural system and decided to adopt a plant-based diet. That decision meant a lot of the staples I grew up eating with my family were no longer an option.

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

I started to dig deep into climate change, including the impact of animal agriculture on the environment, when I was in college. At the time, I got involved in our school’s student-led fossil fuel divestment campaign (our school divested in 2020!).

I was taking classes and reading about all the intersections between society, the food system, policies, etc. with our environment. I also learned so much from the other passionate student activists I worked with. To this day, I still draw from the incredible strength and compassion I felt from the student leaders I worked with in those days as I think about how to build a team and partnerships. 

A couple of years after I graduated college, I started working in food tech. I was interested in the field for its vast potential to positively impact the climate by shifting our food systems. I wanted to start a business ‘vegan-izing’ the Asian snacks and foods I grew up eating for years.

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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Angel Zhen Built a $500K Solo CPA Firm and Redefined Success

Stories

Angel Zhen Built a $500K Solo CPA Firm and Redefined Success

From Public Accounting to Personal Freedom

For most people in the accounting world, success looks like a corner office, a big team, and an endless stream of clients. For Angel Zhen, CPA, MST, success meant something entirely different — independence.

“I wanted to build something that valued freedom, quality, and impact,” he says. “After years in public accounting, I saw how the system rewarded long hours over real results. I knew there had to be a better way — to build a high-performing firm without sacrificing your life.”

That clarity led Angel to found Pasadena Tax CPA, a one-person practice that now generates over $500,000 in annual revenue and serves more than 300 clients nationwide. Angel’s work has earned national recognition from both CPA.com and the AICPA, including being named a 2025 Innovative Practitioner Award Finalist and 2025 Leadership Academy Selectee.

From Public Accounting to Personal Freedom

Turning Loss into Leadership

Angel’s story didn’t begin with business success. It began with loss.

“In April 2020, my dad passed away unexpectedly,” he recalls. “Because COVID hit and I was deep in tax season, I didn’t get to see him one last time. That moment changed everything — life, time, and purpose.”

Like many in Asian families, Angel describes his father as the pillar — the provider and decision-maker everyone looked up to. When he passed, Angel knew it was his turn to step up.

He moved back home to Rosemead, California, to take care of his mom and rebuild his life. What began as a moment of grief became a defining transformation. “Starting over during a pandemic forced me to innovate to survive,” he says. “I turned loss into fuel and fear into focus.”

Five years later, that focus became a thriving solo CPA firm built on innovation, strategy, and heart.

“There’s a Chinese saying, 苦尽甘来 — after bitterness comes sweetness,” Angel says softly. “Every struggle built the clarity, strength, and mindset that led me here today.”

Challenging the Traditional CPA Model

Angel’s biggest challenge wasn’t the market — it was his own mindset. As an Asian CPA, he grew up with messages about safety and stability: work hard, follow the rules, don’t take risks. But entrepreneurship demanded something different.

“I had to unlearn the belief that success required a big team, long hours, or a corporate ladder,” he explains. “I built systems, automations, and pricing models that gave me confidence and time back.”

Those systems didn’t just make him efficient — they made him exceptional. Today, Pasadena Tax CPA is recognized as one of the most efficient solo CPA firms in the nation, a model of what’s possible when technology meets intention.
His book, The Profitable Solopreneur Playbook, expands on that mission — teaching other CPAs and solo business owners how to build practices that generate both profit and freedom.

Challenging the Traditional CPA Model

Redefining Success in the Modern Asian American Dream

Angel’s success challenges a long-held cultural narrative — that stability and ambition are mutually exclusive. His mission is to show Asian professionals that they can have both.

“For the Asian community, I want to normalize the idea that you don’t have to choose between stability and ambition,” he says. “You can honor your roots while building your own path.”

Through mentorship, education, and storytelling, he’s helping others reclaim the idea of financial independence — not as a luxury, but as a form of empowerment. His philosophy is simple but powerful: “Build with intention, clarity, and courage.”

A Beacon of Innovation and Leadership

Angel’s recognitions from CPA.com and the AICPA are more than professional honors — they’re milestones in a larger movement to modernize the accounting industry.

“Being recognized by CPA.com as one of the most innovative practitioners isn’t just about accounting,” he says. “It’s about leadership, legacy, and resilience.”

His nomination for the 2025 Innovative Practitioner Award celebrates his ability to merge technology and empathy — running a fully remote, tech-driven practice that still feels deeply personal.
🗳️Vote for Angel Zhen, CPA → cpa.com/innovative-practitioner

Rooted in Legacy, Driven by Purpose

What drives Angel today isn’t just revenue or recognition — it’s the promise he made to himself after his father’s passing: to live with intention.

“I’m proud of building a $500K+ one-person CPA firm from scratch — without a team, referrals, or outside funding,” he reflects. “It’s proof that with clarity, systems, and consistency, one person can do extraordinary things.”

Beyond his business, he continues to inspire thousands of professionals across CalCPA, Asian Hustle Network, and beyond — showing that even in an industry built on rules, creativity and freedom can lead the way.

Rooted in Legacy, Driven by Purpose

About Angel Zhen, CPA, MST

Angel Zhen is the founder of Pasadena Tax CPA, a one-person firm serving clients nationwide with a focus on tax strategy, clarity, and efficiency. He has been recognized by CPA.com as a 2025 Innovative Practitioner Award Finalist and by the AICPA as a 2025 Leadership Academy Selectee. Angel is also the author of The Profitable Solopreneur Playbook, helping others design businesses that create both wealth and freedom.

🗳️Vote for Angel Zhen, CPA as the 2025 Innovative Practitioner

https://www.cpa.com/innovative-practitioner

Connect with Angel Zhen

LinkedIn: linkedin.com/in/angelzhencpa 

Website: www.pasadenatax.cpa

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Stories

Singapore’s Snack Revolution: How The Golden Duck Turned Salted Egg Yolk Into a Premium Global Phenomenon

Chris Hwang (left) and Jonathan Shen (right) – founders of The Golden Duck
Chris Hwang (left) and Jonathan Shen (right) – founders of The Golden Duck

Growing up with Asian snacks like salted egg yolk chips meant savoring flavors that felt both comforting and unforgettable. Yet when Jonathan Shen and Chris Hwang turned their eyes to the global market, they saw a different reality: these beloved treats were undervalued, underpriced, and largely overlooked by international consumers.

Back in 2015, Singapore’s FMCG market was crowded, dominated by established Western brands. Asian flavors were largely seen as niche, affordable snacks rather than premium products you’d gift or showcase in events.

Jonathan and Chris quickly recognized a gap: millennial consumers craved adventurous, culturally rooted flavors, but no brand was presenting them in a way that made people proud to share them.

They founded The Golden Duck with a vision to elevate Asian snacking to a globally aspirational experience.

Today, The Golden Duck has sold over 20 million packs worldwide, and is stocked in 650+ Woolworths and Metro stores.

How It Began: Inspiration from a Familiar, Unlikely Flavor

Jonathan Shen and Chris Hwang didn’t start with a massive budget or fancy offices. What they had was complementary expertise, and a shared passion for snacks. 

Jonathan, with a keen eye for branding and marketing, looked at salted egg yolk and asked: what if salted egg yolk could feel luxurious? 

While ubiquitous in Asia, it was rarely found outside hawker stalls or home-cooked dishes.

Chris, a stickler for quality and craftsmanship, understood that getting the recipe and packaging right could make all the difference.

When it launched, crowds queued for hours, wanting to get their hands on chips that tasted like home but looked like luxury. The Golden Duck’s Salted Egg Yolk later earned Jonathan & Chris recognition on Forbes 30 Under 30 Asia.

How It Went: Bold Flavors, Relentless Hustle

Entering a competitive FMCG market without big funding meant bootstrapping everything—from sourcing ingredients to hand-packing orders. They had to balance daring flavors with high-quality production, ensuring every snack met premium standards.

It wasn’t just about product innovation. Breaking into a market dominated by Western brands meant shifting perceptions: convincing consumers that Asian snacks could be modern and premium. Every unconventional pairing, every new flavor, was a calculated risk.

Chris ensured every ingredient and recipe exceeded expectations, while Jonathan told the story in a way that resonated with millennial snack enthusiasts.

They launched pop-ups, engaged directly with customers, and refined details one by one. Salted egg yolk became their signature flavor, but it was only the beginning. The Golden Duck now offers a growing range of gourmet Asian-inspired snacks, from Chilli Crab Seaweed to Tom Yum Goong and Spicy Mala Hot Pot.

What’s Next For The Golden Duck?

The Golden Duck isn’t slowing down. In 2025, the brand launched a new line of canister chips for Western markets including Australia, the United States, and Canada, with bold flavours like bold flavours like Truffle Wagyu, Kombu Seaweed Butter, and Sour Cream & Sriracha. At the same time, the company is actively entering new markets such as the UK, Europe, and China.

Innovation and sustainability remain at the heart of The Golden Duck’s strategy. The company continues to explore new flavors and formats while sourcing real ingredients to deliver premium, authentic taste experiences.

With every new flavor and product, Jonathan Shen and Chris Hwang are proving that Asian snacks can be premium and globally celebrated. Every bite is a story of heritage, innovation, and taste waiting to be told.

Connect With The Golden Duck

Website: https://www.thegoldenduck.co/

IG: @thegoldenduck.sg

@thegoldenduck.au

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Stories

From Prison to Purpose: How Tuan Huynh Brewed Redemption Into VietFive Coffee

When you walk into VietFive Coffee in Chicago’s West Loop, the first thing you notice isn’t the rich aroma of Vietnamese Robusta beans. It’s the energy. Strangers sit shoulder-to-shoulder, conversations spark, and a sense of belonging fills the air. For founder Tuan Huynh, this space is far more than a café. It’s proof that redemption is real.

Tuan didn’t set out to build a coffee brand. He set out to rewrite a life story that once seemed destined to end behind prison walls. Today, he’s not just serving bold coffee; he’s serving hope, heritage, opportunity, and community.

The Darkest Chapter

Tuan’s early life was marked by conflict. Born in Vietnam, his family fled to the U.S. when he was just three years old, carrying little more than hope for a better future. They settled in government housing, where poverty pressed down on daily life. Like so many kids searching for belonging, Tuan got swept into the culture of gangs and drugs. At just 18 years old, barely an adult, his life took a devastating turn.

Convicted of first-degree murder, Tuan was sentenced to life in prison with the possibility of parole after 15 years. He spent the next decade and a half in Lansing Correctional Facility, one of the country’s maximum-security prisons.

Prison has a way of stripping people of their identity. For many, it cements a cycle of despair. But for Tuan, it became the crucible where transformation began. “Even in the darkest places,” he says, “I knew my story wasn’t finished.”

Choosing Creativity Over Despair

Inside those walls, during the latter half of his prison experience, Tuan chose to reimagine his life. He leaned into art and design, creative outlets that gave him purpose and revealed a talent for visual storytelling. Every sketch, every concept was an act of defiance against the idea that his future had already been written.

When he was finally paroled on June 21st, 2011, a date and time he still recalls with reverence, Tuan stepped into a world that had changed beyond recognition. He was a free man, but freedom didn’t come with an instruction manual. He carried the stigma of incarceration, the weight of lost time, and the daunting task of rebuilding from scratch.

A Door Opens in the Most Unexpected Place

Determined not to waste his second chance, Tuan pursued higher education, earning a Bachelor of Fine Arts in Conceptual Design. His portfolio caught the attention of the world’s largest advertising agency, which offered him a role in Chicago. For a refugee kid who had once been told he would never amount to anything, it was validation.

But something was still missing. After eight years in advertising, Tuan felt the pull of something deeper, something personal. On a trip back to Vietnam, the first since leaving as a child, he discovered his family’s legacy: generations of farmers cultivating Robusta coffee. That revelation ignited a vision.

Coffee, he realized, could be the perfect medium. It wasn’t just a drink. It was heritage, resilience, and connection poured into a cup. And with that, VietFive was born.

Tuan Huynh (right) with his uncle

Building VietFive Against All Odds

Launching a business as a formerly incarcerated person was no small feat. Doors closed before Tuan could step through them. Banks hesitated, investors doubted, and skeptics assumed his past would define his future. But Tuan refused to let rejection write his story.

Instead, he built VietFive from the ground up, importing beans from his family’s farm, shaping the brand through design, and pouring his heart into creating not just a business, but a movement.

VietFive is vertically integrated, meaning Tuan controls the process from farm to cup. That ensures authenticity, quality, and fair practices. But more than that, it provides every sip tells a story. A story of Vietnamese resilience. A tale of personal redemption.

The Power of Representation

For Tuan, VietFive is not just about coffee. It’s about representation. Too often, the stories of immigrants, refugees, and formerly incarcerated people are missing from mainstream narratives. By building VietFive, Tuan created a stage where those voices can’t be ignored.

“When people drink our coffee,” he says, “I want them to taste more than flavor. I want them to taste legacy, survival, and pride.”

That representation extends to the community VietFive has built. Walk into the café, and you’ll see it as a true “third space” where all are welcome. From business leaders to students, from immigrants to lifelong Chicagoans, VietFive has become a gathering point for connection.

Turning Pain Into Purpose

Tuan’s proudest achievement isn’t revenue numbers, though VietFive is on track to approach seven figures this year. His real pride is seeing familiar faces return, watching conversations unfold, and knowing that his café has become a home for many.

The struggles he faced, incarceration, rejection, and underrepresentation, didn’t vanish. But he reframed them. Each obstacle became a stepping stone, each “no” a chance to persist, each bias an opportunity to prove that transformation is possible.

In Tuan’s words, “VietFive is not just about beans. It’s about belonging.”

A Vision for the Future

Tuan’s mission is clear: to elevate Vietnamese Robusta on the global stage, to create spaces of connection, and to rewrite narratives that society often overlooks. He envisions VietFive not only as a coffee brand but as a global movement rooted in heritage and social impact.

For the Asian community, VietFive stands as an affirmation, proof that their culture, history, and voices belong at the table. For those who carry the weight of incarceration or failure, it’s a beacon of hope that broken beginnings can lead to beautiful new chapters.

Redemption in Every Cup

At its core, VietFive is more than coffee. It’s a story of redemption steeped into every brew. It’s the story of a refugee child who stumbled, a prisoner who refused despair, and an entrepreneur who now builds bridges where walls once stood.

When you sip VietFive, you’re not just tasting Robusta, you’re tasting resilience. You’re part of a narrative that proves our past does not define our future.

As Tuan Huynh himself puts it: “VietFive is my second chance in a cup. And I want every person who walks through our doors to feel that same possibility, that no matter where you’ve been, there’s always a way forward.”

Connect with Tuan Huynh

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Understand Conversions with Attribution

To win your customers, you need to run many marketing activities across multiple channels. And then those conversions came pouring in, but you don’t exactly know where those conversions come from since there are too many ongoing activities. That’s what marketing attribution does. By assigning credit to touchpoints, you can gauge how effective each touchpoint is to the conversion.

There are two types of Attribution:

  • Single-source attribution: Credits are given fully to one touchpoint, assuming that is the most effective one at driving conversion.
  • Multiple-source attribution: More complex models. This type of attribution model acknowledges that multiple touchpoints contribute to the buying decisions and gives partial credit to each.

Understanding attribution will help you to know where the revenue comes from so you can optimize your budget and gain more from your spending. to said touchpoint makes it more effective and less costly. Understanding the journey can help you win the race.

Why Asian Hustle Solutions?

At AHS, we specialize in helping brands capture attention and inspire action — whether you’re launching a new product or scaling your business, we’ll guide you to marketing that resonates and delivers results.

If you want to learn more about our services, visit the Asian Hustle Solutions website at asianhustlenetwork.com/services/