![]() That’s why she cofounded the Asian Founders Collective (AFC), whose inaugural AAPI Consumer Founders Summit, “The Rising Tide of Consumer Brands,” took place last May in New York City. When there was no table, she created her own - and made sure to welcome other Asian founders to join her and take a seat. Equipped with a background in business (as a brand manager for accounts like CoverGirl and Gillette, while at Procter & Gamble), tech (while working at Blackberry) and even food (as the founder of the restaurant Baoism in Shanghai), she made it her mission to introduce the world to Sichuan flavors and create a mainstream brand, defying the naysayers who said “her vision was too niche.” Many other companies are doing the same.”Īfter attending the natural food industry’s biggest trade show, Expo West, back in 2018, Gao identified a glaring gap in the market: there wasn’t a single Asian food brand at the show. “In the tech and fashion industries, there's been more advancement in the representation of Asian voices and founders, who are evolving culture. This is also what drives the purpose statement of Fly By Jing: “Evolving culture through taste, and elevating consciousness by expanding palates and minds.” We're doing it through flavor,” Gao explains. Hollywood is exposing people to Asian culture through film. “It’s about being open-minded to try new things or see something in a new way. ![]() For Gao, having an appetite to taste new flavors and allowing different cuisines to pique your curiosity is a way to expand both your palate and mind. Rooted in tradition but adapted for the modern kitchen, the cookbook contains 85 recipes that invite readers to explore the nuances of Sichuan flavors and experiment with new ingredients. The cookbook is an ode to the journey of evoking memories and dreams of the future through flavor and, ultimately, reclaiming identity through food (this is something deeply personal to Gao, who reclaimed her birth name ‘Jing’ after going by Jenny for most of her life). With A New Cookbook And Powerful Mission, Fly By Jing Founder Jing Gao Is Shifting Culture, One Spicy Chili Crisp At A Time
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