Transitioning from advertising and marketing to the culinary world might seem like an improbable leap, yet for me, it felt like a natural progression. My years in advertising, broadcast, branding, social media, celebrity partnerships and consumer marketing formed a foundation for starting Monsoon, a food business I co-founded with my partner, Ted. Together, we adapted marketing principles and our extensive experience to build a brand rooted in authenticity, culture, and connection. Below are some learnings that have guided us on this journey, we hope will inspire you.
Authentic Storytelling
Storytelling is ever more essential for connecting with audiences in both advertising and branding today. At Monsoon, we craft narratives around our brand, the cuisine we create and even at the events that we curate. We believe this approach enhances the dining experience while fostering emotional connections with our guests. Just as a well-told story captivates an audience, a well-crafted meal can sometimes evoke memories and emotions.
While some may express skepticism about social media, I recognized its potential as a powerful tool for engagement. We get to showcase our culinary creations and share our brand DNA, lifestyle tips, and plant-based cooking techniques throughout our platforms. This transparency resonates with customers and builds a loyal community eager to support us. Our goal is to have conversations with them more efficiently versus say, just broadcasting messages. For us, engagement is key in building trust and fostering lasting relationships with each of them.
Our brand story reflects who we are. Ted and I are Hakka people—he’s from Miaoli, Taiwan, and I have Malaysian Hakka heritage. Our identity informs our cuisine; it would feel disingenuous for us to attempt selling pizza, for example. We want our cuisine to reflect our culture and the ability to share the rich history of our Hakka culture with the world.
Crafting Uniqueness
To differentiate ourselves, we reimagined Monsoon not as another Hakka restaurant but as an immersive dining experience. We took inspiration from the unique "locals-only" experiences I encountered during an Airbnb stay in Osaka. From bar walks in Namba to bike tours in Kyoto, I witnessed how experiences could transcend a simple meal to offer adventure and connection. Our aim was to create this same sense of immersion at Monsoon, integrating Ted’s culinary expertise and our commitment to veracity.
Ted's vision for our Hakka fusion experience—rooted in his early culinary training from his mother and honed in award-winning Australian kitchens—enabled us to create a brand that truly reflects our singular identity.
This approach not only defines our cuisine but also shapes our ideal customer: individuals seeking more than just a meal, perhaps looking for meaningful connections to culture and community. By offering an experience that connects at a personal level, we hope to attract guests who appreciate the stories behind our food and the values we uphold.
Our commitment to creating an immersive experience fosters a loyal customer base that feels a genuine connection to Monsoon. Guests return not just for the food but for our hospitality and the sense of belonging they find here. Emotional resonance, we believe can help set you apart in a crowded market and can help build lasting relationships with those who walk through our doors.
Innovation and the Red-Hot Vegan Market
The plant-based movement in Taiwan is gaining momentum, with over 15% (3.5 million people) of the population identifying as vegetarian or vegan. Recognizing this shift, we pivoted Monsoon to a vegan menu during the COVID-19 pandemic. This change was also a personal journey for Ted, whose cataract surgery (a reaction to the vaccine, we suspect) during the pandemic prompted him to seek healthier eating options. By consulting with vegan friends and customers, we confirmed that shifting to plant-based dining aligned with our values and met a growing demand in Taiwan.
Today, Monsoon has grown into a destination for vibrant, plant-based Hakka cuisine (we hope). Our health-conscious audience resonates with our mission, and we’ve cultivated customer loyalty by providing a unique vegan experience in a market with limited plant-based options. As Hakka cuisine is traditionally meat-heavy and often rich in oils, we found ourselves on a journey to create a healthier alternative that remains deeply rooted in our cultural heritage. In this pursuit, we believe we have stumbled upon a new culinary path that honors our roots while promoting wellness. We are profoundly grateful to The Michelin Guide for recognizing us as the first "Neo-Hakkanese" cuisine, validating our commitment to innovation within tradition!
Building Relationships
At Monsoon, we believe that genuine relationships are the heart of our business. Inspired by the Ritz-Carlton philosophy
“We are Ladies and Gentlemen serving Ladies and Gentlemen,”
we strive to embody this ethos in every interaction. It’s not just about providing excellent service; it’s about creating an environment where everyone feels valued and respected.
Working with celebrities taught me the importance of building meaningful bonds—both with clients and consumers. We prioritize fostering relationships with our guests by being attentive listeners and understanding their needs. This approach allows us to create personalized experiences that resonate deeply with them.
We recognize that dining is about more than just food; it’s about community and connection. At Monsoon, we strive to create an atmosphere where guests feel at home—a space for sharing stories and forging lasting memories. For instance, at our Shilin location, we invite guests to explore our garden before and after their meal, allowing them to fully immerse themselves in the experience we aim to provide.
Power of Empathy
In my journey to establish a brand in Taiwan, I discovered that understanding the local culture and consumer behavior is not just beneficial; it’s essential. Upon my arrival, I faced significant challenges—my fluency in Taiwanese Chinese was minimal, and I had little knowledge of how consumers interacted with digital and social here. Despite these hurdles, I believed in my vision and had to trust the processes I was developing. More importantly, I had to really listen to my coach/husband/partner Ted Liao.
A pivotal moment occurred during a brainstorming session for Monsoon when Ted challenged my approach. He sat me down and said something that struck a chord:
“This is OUR BRAND, Phil. Not a client, not an agency who’s paying you by the hour to crank out a deck with charts and data.”
This insightful reminder prompted a reevaluation of preconceived notions and emphasized the need to listen to local voices. Reflecting on what we wanted to convey—originality, culture, and a love for our planet—became crucial. Food marketing requires a distinct approach that blends empathy with intuition to create experiences that truly connect.
Studying how some of my favorite Taiwanese brands interacted with their customer base provided invaluable insights that could only be gained by living in Taiwan. Genuine conversations with Taiwanese friends and family were eye-opening and enlightening. Observing local interactions and listening to feedback became essential steps in crafting copy and content that resonated authentically with our audience, sometimes even incorporating local slang and colloquialisms if need be.
Many advertising agencies today may still adopt a one-size-fits-all approach by scaling brand experience campaigns globally. This often misses the mark because cultural nuances significantly influence how audiences respond. Simply translating marketing materials without a deep understanding of local culture can lead to campaigns that lack sincerity and depth—a lesson learned firsthand.
Instead of relying solely on translation, embracing Taiwanese culture wholeheartedly was necessary for me. By diving deep into history and traditions, it became possible to craft a brand narrative that speaks to both locals and visitors seeking authentic Taiwanese experiences.
As Danny Meyer, owner of Union Square Cafe and Shake Shack, wisely states:
“Hospitality exists when you believe that the other person is on your side.”
In restaurants, success lies not only in quality food but also in delivering an experience that feels personal and customized. Each meal served presents an opportunity to connect with someone’s story, culture, and memories - making them feel they are the only ones that matter in that room! This balance of strategic thinking and heartfelt engagement is what distinguishes successful culinary businesses.
I guess the most important takeaway is this: to build a brand story in an unfamiliar market, one must either immerse oneself in it or empower a local team to guide the process. Their insights are invaluable for crafting ideas that genuinely connect with the audience. True depth arises from understanding the heart of the community served—something that transcends language barriers and fosters sustainable relationships.
Ultimately, this journey underscores the importance of making brand empathy one of the pillars of any campaign aimed at a foreign culture. By embracing cultural differences and prioritizing empathy in every approach, brands can create experiences that resonate deeply while reflecting their values. This commitment to understanding others not only enriches the brand but also cultivates genuine connections within the community, with sustainable results.
Conclusion
If you’re considering a transition —be it in hospitality or elsewhere—know that your past experiences can be powerful assets. Embrace the journey, let go of rigid expectations, and be open to discovery. Reinvention is a process, and each step forward is a step closer to creating something meaningful. Don't forget to smile!
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Phil
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