Jing Gao, founder of Fly By Jing, shares her journey from an underground supper club and Kickstarter to building an eight-figure brand now stocked in major retailers like Target and Whole Foods. Learn how she challenged stereotypes to elevate Chinese cuisine and scaled her DTC food business through strategic brand building, community engagement, and retail expansion. This episode offers critical insights for founders looking to build a mission-driven brand with significant market reach.
Key takeaways
Leverage community engagement and crowdfunding (like Kickstarter) for initial product validation and securing early funding, as Fly By Jing did with its supper club and campaign.
Build a strong brand narrative that challenges existing perceptions and elevates your product, turning your offering into a cultural ambassador rather than just a commodity.
Strategically transition from direct-to-consumer roots to major retail partnerships by demonstrating market demand and a compelling brand story to secure shelf space in stores like Target and Whole Foods.
Focus on authenticity and representation in your brand to inspire a loyal customer base and potentially influence a new wave of founders in your niche.
Develop a clear retail distribution strategy that considers both online DTC channels and brick-and-mortar opportunities for scalable growth.
When Jing Gao launched Fly By Jing, she wasn’'t just selling chili crisp—she was challenging a century-old story about the value of Chinese food. Starting from an underground supper club and a scrappy Kickstarter, she built a brand now found in Target, Walmart, and Whole Foods that has inspired a generation of Asian food founders.
Leverage community engagement and crowdfunding (like Kickstarter) for initial product validation and securing early funding, as Fly By Jing did with its supper club and campaign.
What does this episode say about retail & omnichannel?
Build a strong brand narrative that challenges existing perceptions and elevates your product, turning your offering into a cultural ambassador rather than just a commodity.
What does this episode say about brand & content?
Strategically transition from direct-to-consumer roots to major retail partnerships by demonstrating market demand and a compelling brand story to secure shelf space in stores like Target and Whole Foods.
What does this episode say about founder & leadership?
Focus on authenticity and representation in your brand to inspire a loyal customer base and potentially influence a new wave of founders in your niche.
What does this episode say about dtc strategy?
Develop a clear retail distribution strategy that considers both online DTC channels and brick-and-mortar opportunities for scalable growth.
