Twrl Milk Tea Co-Founder & CMO Olivia Chen Shares Essential Lessons On Setting Foot In Famed Retailer Costco

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September 23, 2022

Two mom-friends and milk tea lovers Olivia Chen and Pauline Ang have capitalized on the early success of their milk tea company by sending samples to the head office in Costco which lead to launching their product with the retail giant in just three and a half months.

“We are still pinching ourselves that our Twrl’s Taiwan-Style Black Milk Tea is now in Southern California Costco!” Olivia says, “We’re starting with 3 locations: Irvine, Monterey Park, and Tustin (2700 Park Avenue).”

They overcame it without calling in a broker to help them. It wasn’t easy at all, however, this exemplifies the importance of hard work and perseverance of the duo to learn every step of the way for their small business to set foot in one of the world’s largest retail stores.

Olivia enthusiastically shares with Asian Hustle Network the timeline of how their plant-based Twrl Milk Tea made it into Costco to help entrepreneurs navigate the highly competitive food and beverage space.

Roadshow Or Small Rotation

We met our buyer at Expo West (Think Super Bowl for the Food & Beverage industry where retailers and manufacturers meet up. Super worth doing if you are in CPG. We even landed our 1st TV interview).

After Expo West, we sent more samples to the office and began negotiations for placement. We were offered two ways of being at Costco:

Roadshow

4 days of selling on consignment. We could control costs by using our own people and decide the volume of product we wanted to bring in.
Typically, this is how small brands enter Costco. If it does well, you are offered a rotation. If you don’t do well, then it’s really hard to get into the regular set.

Small Rotation

We started with a number of stores and the item is part of the regular set.
This is harder to secure because Costco is paying for the inventory and the buyer has to believe in your product.

In both situations, it is critical that Twrl Milk Tea sells well and ideally sells out. Why is this important?

It proves to the Costco Buyer that there is a market for our better-for-you plant-based milk teas. More importantly, companies owned by Asian American small business owners like ours are proven to be great partners worth investing time in and onboarding.

Reasons For Opting for Small Rotation

After a few weeks of due diligence on our end, we decided to go with a small rotation. Our reasons were simple:

Our manufacturer could produce the volumes needed and in the time we needed. Not always the case in this crazy supply chain. We are made in the USA so it makes a huge difference in our speed for delivery.
We could handle the financial obligations to fund the inventory. It’s a lot of money upfront so it’s not a light decision for a smaller company like ours. And, there is still a chance you can be sitting on inventory if it does not sell through.
We are committed to Costco and wanted to be part of the regular set and did not want to take the chance that with Roadshow which is only 4 days could be a bust due to so many variables that we may not be able to control.
We love Costco ourselves and shop there regularly so we saw our consumers there! Did you know the typical Costco shopper is 35-44 years old, an Asian female making $125,000 and the average trip is $114?!

Roadshow which is only 4 days could be a bust due to so many variables that we may not be able to control.
-Olivia Chen

Decisions, Decisions, Decisions

What flavor to sell?

Out of our 3 flavors, we selected Taiwan-Style Black Milk Tea to launch because it’s one of our best sellers and our Taiwan-Style Black Milk Tea flavor is really unique. Our single-origin loose-leaf black tea is a one-of-a-kind varietal, sourced from a small multi-generational family farm on a misty slope, fed by sweet mountain spring water.

Our tea flavor, aroma, and health benefits are un-parallel to anything on the market. We use pea milk and lightly sweetened our teas with organic agave so our tea flavors really come through. Only 45 calories & 6g of sugar per can.

What would the packaging look like?

Packaging design and sourcing begin for Costco. Luckily for us, Pauline Ang is a seasoned graphic design guru (with 15+ years in the food and beverage packaging for Fortune 500 companies) and designs all our packaging in-house so we could save costs and time here!

How to onboard?

Mountains of paperwork for our two-person team begin. We didn’t use a broker and did everything ourselves. Yes, a broker would have been so incredibly helpful to answer all the questions that we didn’t know the answers to and definitely would have saved us some headaches.

Big Takeaways

Don’t be afraid to chase the account you want to be in. Don’t be shy about sharing your vision of where you see the company. Special thanks to Ryan Sung of Honolulu Cookie Company and Vincent Kitirattragarn of Dang Foods for talking to us about their journey with Costco and encouraging us to go for it.
It can be done without a broker but not without headaches and some huge learning curves and we did make some mistakes along the way.
Have an advocate. We have been super lucky that our buyer has been so incredible to work with and it’s important to have such an advocate in the company. Cannot over-emphasize this enough!
Your team matters. Grateful to share this journey with Pauline Ang who is such an amazing friend and business partner. We are two moms that love Milk Tea and simply wanted to make milk tea —a quintessential Asian drink that we love—even better.

Don’t be shy about sharing your vision of where you see the company.
-Olivia chen

Connect with Olivia and Pauline

Your support would mean the world to our small business and the small family farms that use sustainable practices for a tea that’s better for you, and better for the planet. Follow our journey: Instagram, Facebook, TikTok, Twitter

News

Christmas is Merrier at Mall of America With 6 Diverse St. Nicholas Including the First Asian Santa

After three long years of not celebrating Christmas the ‘usual’ way, children at the Mall of America (MOA) were finally sitting again in amusement and happiness on Santa’s lap.

What makes the experience even happier and better is to have six different Santas whom children and parents can choose from in making The Santa Experience happen.

In 2016, Larry Jefferson became the first African American Santa Claus in MOA.

Now, Jefferson will not be alone in completing the Christmas vibe as a diverse group of Santas will be working together to do the task. Among them are two African Americans and the first-ever Asian Santa Allan Siu, named “Santa Allan” in MOA’s record.

All of them are ready to listen to the Christmas wishes from young and young-at-heart people.

With two of the Santas able to speak both Spanish and Cantonese, it adds color in telling the children if they were naughty or nice.

“To run across someone who speaks your language, there’s kind of a bond there. Not only is the language a bond but there is also some sort of psychological bond,” Allan told Fox.

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First Indonesian Vegan Cosmetic Startup Obtains $6 Million Funding From Unilever Ventures

The first and top vegan cosmetics company in Indonesia, ESQA Cosmetics, raised $6 million in a series A round led by Unilever Ventures marking the latter’s first investment in the Southeast Asian beauty market.

In the said round, East Ventures also participated, the venture arm of the global consumer goods giant.

After spending over ten years living and working in Los Angeles, Cindy Angelina and Kezia Trihatmanto created ESQA in 2016, shortly after their return to Indonesia.

The two intended to redefine luxury cosmetic products and make them more widely available and reasonably priced.

With the acquired funds, the company plans to use the money to reach more cities and markets while also extending its omni-channel distribution.

Additionally, they want to expand their product offerings, foster talent development, and amplify their marketing initiatives.

Prior to this, the company reportedly increased its sales to Vietnam, Singapore, and Malaysia.

TECHINASIA mentioned that one of the company’s expansion initiatives was to sell its goods through Sociolla’s physical storefronts, another East Ventures-backed startup.

Accordingly, the business stated that despite the pandemic, it had managed to turn a profit with its 120 vegan and Halal-certified products.

Avina Sugiarto, a partner at East Ventures, stated in Deal Street Asia that by having consistent profitability, they weren’t looking for high-quality, hyperlocal, and affordable beauty products.

She continued saying “We were certain that ESQA’s innovative, natural ingredients and wide-product offerings will propel ESQA to be a leader in the beauty market in Southeast Asia.”

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News, Stories

Enjoy Your Favorite Filipino Dishes Along With A Comedy Show at Eagle Rock’s Kusina Filipina

Big egg-shaped platters filled with famous egg noodle pancit, mouthwatering pork sisig, cold cans of beer, and blithe stand-up comic acts are offered as part of the restaurant’s unique dining experience.

The brain behind the comedy events is Filipino-American C.J. Toledano, who was born with the background necessary for such lighthearted entertainment.

The Eagle Rock neighborhood of Filipino Americans is the ideal fusion in creating the weekly program that is so exceptionally Los Angeles.

The restaurant’s co-owners, Jun Miranda and Vener Ramos, greased the wheels to serve the dishes and beverages that the predominantly Filipino audience was clamoring for when actress and stand-up comedian Felicia Folkes performed.

Toledano recalled how the Wednesday show got started and said in the Los Angeles Times that Jun Miranda was all about it.

“He just said, ‘The restaurant is yours on Wednesday nights,” Toledano stated which was backed by Miranda saying “I immediately said yes. Of course, I wanted to help the Filipino community.”

Toledano, who co-hosts the program with Orolfo and Rob Haze, stressed that the event is not just for mutual benefit but that “I have a specific vision for the show and the comedians who do it. [I want] people I’m fans of,” he continued.

He added that the intensely vibrant, funky, and fatty flavors of Filipino cuisine at “Motherland”— including the crispy sisig,a deep-fried chopped pork belly flavored with a little of lemon juice, diced onion, bell pepper, ginger and, a little of chicken liver spread; dinakdakan, a combination of grilled and boiled pork belly mixed with onions, peppers — and mayonnaise; chicken adobo with quail egg and fried potatoes; and halo-halo, among others—are just as electrifying as the acts on stage.

“I’m a Filipino guy who grew up in Pennsylvania. I didn’t have many Asian friends. So the show is really killing several birds with one stone — I’m in touch with a culture I was never close to. I’m seeing old friends. New comics. It’s exciting for me,” Toledano admitted.

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Stories

Her Father Ignored Her For 8 Months When She No Longer Wanted To Be A Doctor

This may have happened to you (maybe not the musical writing part), or you may know someone from an Asian background who is currently struggling as their parents had strongly expected or already had chosen a job for them.

But how many of you have bravely rejected your parents’ desires, and followed your true passion? Take it from this courageous girl, Joy Regullano. You might remember her from the viral YouTube sketch called White Fetish, or various random acting gigs like the TV Series Crazy Ex-Girlfriend (her line was “Yeah, bitch!”) or Modern Family (with her line was “You fools!”).

That’s right, Joy is quite too far from wearing a white coat. She’s an actress, comedian, and writer — every Asian parents’ nightmare. So when she told her parents that she didn’t want to be a doctor anymore, her father didn’t talk to her for 8 months. Years later, she wrote a comedy musical about it, called Supportive White Parents.

“Working on this musical has been a major part of my healing journey (my parents are imperfect people who were just passing down intergenerational trauma) and maybe it can be part of yours too,” Joy expresses.

Read through as Joy shares how she has discovered her passion for comedy, and her journey to healing and acceptance through her musical.

MY WHOLE LIFE, I THOUGHT I WAS GOING TO BE A DOCTOR JUST LIKE MY PARENTS

My parents were born and raised in the Philippines. My dad grew up very poor in one of the provinces, but after scoring in the top percentage of all students across the country on an exam, he got a scholarship to a prestigious science high school in Manila that was all expenses paid. My parents met in medical school, and soon after graduating, they came to the US by way of New York. Eventually, they made their way across the country to Eagle Rock in LA and then Orange County, where I grew up.

My whole life, I thought I was going to be a doctor just like my parents. I tried my best to be the perfect daughter. I got straight A’s and took piano lessons since I was 3 and violin lessons starting at 8. (Well, actually, I got one B+ in AP/IB Physics, but we don’t talk about that B+) I studied math outside of school at Kumon and played educational computer games because it was a productive use of my time. I read medical books my parents had lying around the house and had subscriptions to science magazines in high school, for fun.

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But as I grew older, there was a part of me that was starting to love writing and making people laugh. For 7th-grade vocabulary exercises, I cared more about making my sentences funny than using the word right. My favorite part about English and Spanish group projects was writing the scripts and acting in them. I wrote bad high school poetry. But I didn’t think that was an acceptable thing to want to do with my life, so I shoved that part down, deep inside me. I did write for the school newspaper and compete in speech contests and debate teams, but that was about the extent of my (public) creative life.

But as I grew older, there was a part of me that was starting to love writing and making people laugh.
-Joy Regullano

I LOVED FEELING LIKE I COULD MAKE THE AUDIENCE LAUGH AND CRY JUST BY TELLING AN HONEST STORY

I went to UC Berkeley pre-med and was planning to take over my dad’s clinic when he retired. But in the first semester of my freshman year, I got a B on my first math test and a C on my first chem test, and I panicked. After some soul-searching, I realized I wasn’t actually passionate about any of that and ended up cycling through a bunch of different majors before landing on Theater and Southeast Asian Studies.

I wrote a play in college about a friend who had passed away in high school, and when I put it up in front of an audience, I was hooked. I loved feeling like I could make the audience laugh and cry just by telling an honest story. Just by being myself. I wanted to do that for the rest of my life. I loved Tina Fey and Amy Poehler’s work so much that I couldn’t even watch them for a long time because it hurt that I wasn’t doing what they were doing.

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WHITE PARENTS: A MUSICAL INSPIRED BY MY LIFE

I wrote the book and the lyrics to a comedy musical called “Supportive White Parents” about an Asian girl who tells her parents she doesn’t want to be a doctor anymore, and when they’re disappointed, she wishes on a shooting star for supportive white parents. Eventually, she learns to love her Filipino parents for who they are. My friends Sam Johnides and Tony Gonzalez wrote the music.

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The musical was inspired by my life. When I told my parents I didn’t want to be a doctor like them and take over my dad’s clinic, my dad yelled at me, called me selfish, and didn’t talk to me for 8 months. I was absolutely devastated, even though I knew that making people laugh and cry was what I had been put on this earth to do.

I felt so jealous of my white theater classmates with their seemingly endlessly supportive white parents. And funny enough, they were jealous of me because I had something called “discipline”, played multiple instruments, and knew other languages. And thus, the seed of a musical was born.

Eventually, she learns to love her Filipino parents for who they are.
-Joy Regullano

LAUGHING AT OURSELVES CAN BE ONE OF THE BEST WAYS TO HEAL

There aren’t many Asian American musicals, let alone comedy Asian American musicals. One of my teachers says that comedy is the back door to the truth. I think that laughing at ourselves can be one of the best ways to heal, as well as realizing that we are not alone.

We as a generation are going through this together, and also, we, as well as our parents, are the products of society and intergenerational trauma. We are all imperfect people who are trying the best we can with the tools we have.

ACCEPTANCE IS THE QUICKEST WAY TO SANITY AND PEACE

I love the serenity prayer. There are some things that we can change, and we should do what we can to change those things. There are some things we can’t change, and it’ll drive you crazy trying to. You can’t control other people. You can only control yourself. The sooner you can accept other people are how they are, the sooner you’ll stop giving your energy away.

Also, one thing I learned that blew my mind is that it’s actually not love, to wish that your parents or family were different than who they are. If what I was asking from them was to love me for exactly who I am, with all my imperfections, isn’t that what I should be giving them too? Unconditional love and acceptance? (That’s not to say that you shouldn’t have boundaries – that could be a whole other article.) But accepting things you can’t change is the quickest way to sanity and peace.

If what I was asking from them was to love me for exactly who I am, with all my imperfections, isn’t that what I should be giving them too?
-Joy Regullano

It’s a daily practice. But try it! After reading “The Subtle Art of Not Giving a F*ck”, I tried to imagine that I only had one f– to give a day. How much energy would I be saving by only getting bent out of shape over the most important things!? I’m not really good at giving only one f– a day. But I’ll keep trying.

One more thing – some people need to be angry before they move to acceptance. I know I did, and I still feel angry sometimes. Accepting yourself and your feelings is part of the process too. Wherever you are in your journey is okay.

CONNECT WITH JOY

Instagram: @supportivewhiteparents @joyregullano

Twitter: @swpmusical @joyregullano

Website: www.supportivewhiteparents.com

Be on the lookout for the upcoming Supportive White Parent concept album, to be released in January 2023, with singles leading up to it!

Dec 13, 2022
8 min read