Asian Snacks That Don’t Set You Back - Tochi Snacks

Team Subkit -

Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Ian Seah, Co-Founder of Tochi Snacks, located in New York, NY, USA.

What's your business, and who are your customers?

AAPI immigrant-founded, Tochi is an Asian American snack brand bringing worldly flavors to you in the form of a crisp and a crunch. Our flavors are inspired by iconic Asian dishes we all grew up eating but reimagined into the perfect snack that is convenient for any occasion. We source high-quality ingredients that are not only functionally good for our bodies but also for the environment! If you are reading this, you are who we want to share this snacking experience with. Some of the exciting flavors awaiting you include:

  • Salted Egg Fish Chips (Aug 2022)
  • Sriracha Fish Chips (Aug 2022)
  • Korean BBQ Fish Chips (Aug 2022)
  • Thai Lime & Herb Fish Chips (Aug 2022)
  • Ube Popcorn (Dec 2022)
  • Sesame Popcorn (Dec 2022)
  • Bubble Tea Popcorn (Dec 2022)
  • Salted Egg Popcorn (Dec 2022)

Come visit us at tochisnacks.com to learn more, or sign up for our newsletter to be notified when our new products arrive!

Tell us about yourself

Born and raised in Singapore, I came to NYC for college and haven't looked back. I've always 'lived to eat,' and while NYC is no slouch when it comes to the food scene, I missed all the complex flavors in Asia that I grew up eating. Food is a national pastime in Singapore midway through breakfast; it is common to already be thinking about what to eat for lunch and dinner!

In my past life, I've made money for banks, large tech, and media companies, but nothing has been as satisfying to me to see the face of a customer light up when they crunch down on our snacks. This is why I get out of bed every morning.

What's your biggest accomplishment as a business owner?

It's always most difficult to go from zero (nothing) to 1x then growing a business from 1x to 10x. Bootstrapping this company with our life savings and persevering through the extreme lows is our shared biggest accomplishment among the three co-founders (my brother, girlfriend, and I). The second biggest accomplishment is not killing each other in the process :).

What's one of the hardest things that come with being a business owner?

Have conviction in the direction you are going when others do not. Founders will always hear differing opinions from well-meaning friends, family, and investors. While we should always stay teachable and open to new ideas, evaluating the optimal path forward and committing to it in spite of the noise is always difficult.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Find a mentor and/or a network of other founders. While your business might be unique, the problems you face are common, and you can move so much faster with advice from someone who has been there before. We were able to move so much quicker after finding our tribe.
  2. Never stop testing, and don't be afraid to pivot. Our first product was potato chips, and while it was our best-seller, it was not scalable as we could not find a partner in the US to help us with production. Dropping that product for us to focus on R&D for new products was the best business decision we made.
  3. Really believe in your product and yourself. This is what will get you through the many challenges and demoralizing times that will 100% happen in your journey. Celebrate your successes, no matter how small. Starting a business is a marathon, not a sprint.

Is there anything else you'd like to share?

Starting your own business will be both the most painful and rewarding experience. Buckle up for the ride and make sure to always remind yourself why you're doing it.

Where can people find you and your business?

Website: https://www.tochisnacks.com/
TikTok: https://www.tiktok.com/@tochisnacks
Instagram: https://www.instagram.com/tochisnacks/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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