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(eng scroll) 你喜歡吃的蘿蔔乾是哪一種？ 客家蘿蔔乾是台灣客家飲食文化中的代表性食材，其製作過程及風味因地區不同而產生顯著差異。從食品科學和釀造技術的角度來分析桃竹苗、美濃和花東地區的蘿蔔乾，主要可以從原料品質、製作技術、環境因素和發酵特性來探討。 1. 原料品質與環境 桃竹苗地區： 桃竹苗地區位於台灣的北部，氣候相對較冷，降雨量適中，適合蘿蔔的生長。此地區出產的蘿蔔水分含量較高，質地較為脆嫩。桃竹苗地區製作的蘿蔔乾，通常蘿蔔切片較厚，曬乾的時間較短，保持了蘿蔔本身的清甜味。 美濃地區： 位於台灣南部的美濃地區，屬於亞熱帶氣候，氣溫較高，日照時間長，且降雨較少，適合曬乾食品的製作。美濃出產的蘿蔔往往較大，水分含量較少，這樣的特性使得美濃蘿蔔乾經過長時間的乾燥後，風味更為濃郁，並有一定的甘甜味。美濃地區的客家人常會將蘿蔔乾製作得更乾硬，適合長時間保存。 花東地區： 花東縱谷地區位於台灣東部，屬於山谷氣候，日夜溫差大，這使得蘿蔔的糖分積累更加集中。花東地區的蘿蔔乾，由於地理環境的特殊性，風味通常較為溫潤，帶有一絲甘甜，質地偏軟。當地因為濕度較高，製作蘿蔔乾的過程往往會控制乾燥時間，使其口感更為軟糯。 2. 製作技術與發酵過程 蘿蔔乾的製作在三個地區都強調「曬乾」這一步驟，但具體技術和操作有所不同。 桃竹苗地區： 蘿蔔乾在桃竹苗地區多使用自然陽光曬乾。由於氣候較冷，曬乾過程會較慢，這種較慢的乾燥過程能減少蘿蔔表面水分迅速流失，保留更多的風味和香氣。此外，發酵過程較為溫和，乳酸菌在低溫下活動，會生成較少的酸味，使得該地區的蘿蔔乾口感較清爽。 美濃地區： 美濃的高溫和強烈的日照加快了蘿蔔乾的乾燥過程，蘿蔔的水分迅速蒸發，這也加劇了發酵過程中的乳酸菌活動。因此，美濃地區的蘿蔔乾會產生較濃厚的發酵味，常帶有豐富的酸甜風味，並且口感偏硬。 花東地區： 由於花東的濕度較高，曬乾的時間比其他地區更長，這樣的環境也容易造成較高的乳酸菌活性。這導致花東地區的蘿蔔乾有較強的發酵風味，酸味較為明顯，如乾燥過程控制得宜，質地會更為柔軟，口感會比較獨特。 3. 地區風味差異的科學分析 蘿蔔乾的風味差異在於發酵過程中的微生物活動和乾燥時間的不同。桃竹苗地區的蘿蔔乾，發酵過程較為緩慢，風味偏清甜，美濃地區由於溫度高，微生物活動強烈，帶有較重的風味和豐富的層次感；而花東地區的氣候條件使其蘿蔔乾風味介於兩者之間，口感較柔和。 下次的旅行記得買些在地蘿蔔乾， 體驗一下各地蘿蔔乾風味的美妙變化。 _ T Oops! I Accidentally Turned Hakka into Plants-based What’s your favorite type of preserved radish? Hakka preserved radish is a cornerstone of Taiwan’s Hakka cuisine, with its preparation and flavors varying widely across regions. By looking at it through the lens of food science and fermentation, we can explore the distinct characteristics of preserved radishes from three key areas: Taoyuan-Hsinchu-Miaoli (known as Taochumiaoli), Meinong, and Hualien-Taitung. 1. Ingredients & Environment Taochumiaoli: Located in northern Taiwan, this region’s cooler climate and moderate rainfall provide the perfect conditions for growing crisp, juicy radishes. The radishes here are sliced thicker and sun-dried for a shorter period, preserving their natural sweetness and a tender bite. Meinong: Down south in subtropical Meinong, the intense sunshine and warm temperatures create radishes with less moisture and a denser structure. These radishes undergo longer drying, resulting in bold, rich flavors with a hint of caramelized sweetness. Meinong’s Hakka communities often prefer their radishes extra dry and firm, making them perfect for long-term storage. Hualien-Taitung: In eastern Taiwan’s mountain valleys, the significant day-to-night temperature differences help radishes develop a concentrated sweetness. The preserved radishes here have a softer texture and a gentle sweetness, thanks to the humid environment and carefully controlled drying times. 2. Techniques & Fermentation Preserved radishes across all regions rely heavily on sun-drying, but the approach varies. Taochumiaoli : The cooler climate slows the drying process, retaining more of the radish’s natural aroma and sweetness. The mild fermentation results in a light, refreshing flavor profile. Meinong : The intense heat speeds up drying and enhances lactic acid bacteria activity, producing radishes with a robust sour-sweet complexity and a firmer texture. Hualien-Taitung : The humid air requires extended drying times, which encourage active fermentation. This results in pronounced tangy notes with a unique softness if the process is finely tuned. 3. A Scientific Take on Regional Flavors The magic lies in fermentation and drying times. In Taochumiaoli, fermentation is slow, creating delicate sweetness. Meinong’s hotter environment leads to bold, layered flavors, while Hualien-Taitung sits somewhere in between, offering softer, well-rounded profiles. Next time you’re exploring Taiwan, grab a pack of local preserved radish and savor the delightful contrasts of these regional specialties. It’s a bite-sized tour of Hakka ingenuity!

...or becoming Flexitarian? Shifting to a sustainable lifestyle can feel overwhelming—especially when meat and dairy have been long-time staples of comfort and tradition. But this isn’t about giving things up; it’s about finding more. At Monsoon, we believe plant-based living is an adventure that’s as meaningful as it is delicious. And we’re here to guide you every step of the way—helping you embrace change with confidence, curiosity, and yes, great food. Neo-Hakka Cuisine: More Than an Alternative Neo-Hakka cuisine was born out of a deep respect for tradition and a hunger for innovation. It’s not about turning classic dishes into “vegan options.” It’s about asking, what could this be if plants took the lead? Imagine the earthy richness of organic red jujube in a simmering stew or the delicate smokiness of cabbage wraps filled with seasonal vegetables. Every dish we create is designed to honor Hakka heritage while reimagining its flavors through a modern, plant-based lens. This isn’t imitation—it’s evolution. Understanding Flavor: The Heart of Plant-Based Cooking Here’s the secret about cooking without meat: it forces you to go deeper. Meat dominates a dish; vegetables collaborate. They bring complexity, subtlety, and layers that invite exploration.Over the past 5 years, I’ve learned that understanding the flavor profiles and textures of fruits, vegetables, and legumes is essential. Unlike meat, which often dominates a dish's taste profile, vegetables are better at blending to create a more complex and harmonious experience.  Take chickpeas. Sure, they’re great in a stew or hummus, but have you tried sipping their broth (aquafaba) as a savory breakfast drink? Or using it as a miraculous egg substitute for baking? Understanding the character of each ingredient—and how they interact—is the foundation of plant-based cooking. It’s not about settling for less. It’s about unlocking the full potential of what’s already on your plate. Honestly, I’m still experimenting to find new ways to elevate plant-based cooking. The Power of Presentation Let’s be honest—how food looks matters. A beautifully plated dish excites the senses and invites you to dive in. And vegetables are naturally vibrant, making them perfect for stunning presentations. At Monsoon, we embrace this artistry, creating Neo-Hakka dishes that are as visually striking as they are delicious. More than a meal—it’s an experience. With the right techniques and a little inspiration, you can create this magic at home too. Cooking That Sticks (Without the Gimmicks) Social media is full of eye-catching recipes, but let’s face it—most of them are designed to dazzle, not deliver. Sadly, many leave out key steps, making them impossible to replicate. (Yes, even the influencers with 10k+ followers!) Our advice? Start with a solid cookbook and learn the basics. Build confidence in your skills before branching out. And don’t be afraid to play with your food—experimentation is how new favorites are born. Cooking doesn’t have to be perfect. It just has to be yours. Why This Matters The environmental cost of meat and dairy production is staggering—60% of agricultural greenhouse gas emissions come from these industries. Methane from livestock is a potent contributor to global warming, and the strain on land and water resources is immense. But here’s the good news: small changes make a big impact.  A **flexitarian diet—one that prioritizes plant-based meals while occasionally incorporating animal products—can reduce emissions by up to 52%. Imagine the difference we could make together if more people embraced even a few plant-based meals a week. And the benefits don’t stop with the planet. Research links plant-based diets to lower cholesterol, reduced risk of heart disease, and overall improved health. A win for the Earth and for you. **Of course, going full on vegan would make a bigger impact Neo-Hakka Cuisine: A Gateway to Connection At its core, food is about connection. It’s how we celebrate culture, build relationships, and share experiences. Neo-Hakka cuisine invites you into a world where tradition meets innovation, where every meal is an opportunity to explore and grow. Take something as simple as fried rice. Without the meat, the vegetables step into the spotlight, offering flavors you never noticed before. A reminder that change isn’t about loss—it’s about discovery . Let’s Build Something Together (can we please?) At Monsoon, we’re here to create a unique food Experience; but we're also here to create community. If you’re taking your first step into plant-based eating or looking for ways to deepen your connection to sustainable living, drop me a line If you need tips on how to navigate this less-meat landscape. More than happy to share my journey. we.are@monsoon.tw Let’s explore this flavorful, transformative journey—together. _ PH Sources [PDF] A Flexitarian Approach to Sustainable Healthy Diets https://www.todaysdietitian.com/pdf/courses/McCullumGomezFlexitarianCourse.pdf Flexitarian Diets Can Cut Emissions & Help Meet Climate Targets https://www.greenqueen.com.hk/flexitarian-diets-climate-change-emissions-study/ Sustainability benefits of transitioning from current diets to plant-based ... https://www.nature.com/articles/s41467-024-45328-6 The Flexitarian Diet: A Detailed Beginner's Guide - Healthline https://www.healthline.com/nutrition/flexitarian-diet-guide The Most Sustainable Diet for the Planet? Here's What to Know About ... https://environment.co/the-most-sustainable-diet-for-the-planet-heres-what-to-know-about-flexitarian-diets/ Flexitarian Diet: A Balanced Approach to Eating - FHA-FnB https://fhafnb.com/glossary/flexitarian-diet/

Phil at Jewel In 2016, I took a leap of faith, leaving the United States to return to Asia, drawn to the digital transformation reshaping consumer behavior. Each visit back to Asia I witnessed how quickly people were leaving traditional TV behind. Instead, they were engaging with digital content on their devices. Watching my young nephew captivated by YouTube’s Red Bull Sports, I saw how content had become accessible at the tap of a screen—on buses, in cafes, everywhere. Free wi-fi and unlimited connectivity at low prices enabled this means of engaging content. The excitement in this change was contagious; it felt like the world was inviting brands to connect in ways that were more dynamic and personal. But amid the excitement, I came to understand the hesitation many Americans feel about social media, particularly around issues of privacy, mental health, and the authenticity of digital connection. Reports, like We Are Social’s Digital 2024 Global Overview** , show that American users engage less with social networks than many other regions, possibly hinting at an underlying discomfort. For some, social media feels shallow, even draining. I deeply respect these concerns, knowing they are rooted in a wish to stay connected in ways that are both safe and genuine. Despite these complexities, I felt drawn to Asia’s embrace of digital change and made the move to Singapore. Yet as anyone who has uprooted their life knows, big moves bring unexpected challenges. My background as a Creative Director, though richly varied, didn’t fit neatly into conventional roles. Headhunters struggled to place me, raising questions that felt surprisingly personal: Was my background too niche? Was my approach too unconventional? Even with extensive credentials, job offers were scarce, and it was hard not to feel like an outsider in my own birthplace. But this period of unfamiliarity and vulnerability also became a gift, allowing me to rethink my identity and chart a fresh path—without the baggage of old roles. When a friend asked me to help with her fashion brand, I saw it as a chance to rediscover what I loved about creative work. Slowly, my network in Singapore’s arts and culture scene grew, and I partnered with a friend’s husband to launch a small digital marketing agency. We worked with legacy clients like Robinsons and INSEAD, and while our paths later diverged, the experience became a stepping stone, showing me how rewarding it can be to start from scratch, even when you feel far from certain. After two years, that same headhunter (love you Sam!) reached out with new CD opportunities. One of these was to service the Unilever account with a reputable agency, marking a milestone that validated every part of this journey. I felt like I was truly finding my place again. (Read about why I eventually left a high-paying job in advertising here) https://www.monsoon.tw/post/the-power-of-vision-finding-alignment But this path ultimately led me to Taiwan, where I could finally pursue a lifelong dream. With Monsoon, my partner Ted^ and I created a space blending my background in marketing and storytelling with his deep expertise in hospitality and culinary arts. Monsoon embodies our shared vision, encouraging others to live fully and authentically. Looking back, I see that every career shift, no matter how uncertain, taught me resilience and unlocked growth I hadn’t known was possible. Many of us are navigating similar transitions today, especially as industries reshape and (AI) technology changes how we work.  If you are in the midst of career change or searching for your next opportunity, you’re not alone. In fact, you’re part of a global story of people redefining what meaningful work looks like. It’s okay to feel unsettled. Our world is evolving, and traditional roles are giving way to paths that didn’t exist a few years ago. This may be a chance to lean into learning, growth, and reinvention, even if it feels uncomfortable. I discovered that it’s human to want stability, but it’s also human to adapt, to learn, and to thrive in new spaces. Think of this time as an invitation to ask yourself what truly lights you up. What skills, passions, or goals have you always wanted to explore? Sometimes the setbacks we encounter reveal doors we didn’t even know existed (for example, my unexpected translation work for Hakka TV). In moments of transition, health or personal challenges can become surprising motivators, guiding us toward purpose-driven work that fulfills us. For some, stepping away from a role that no longer fits can open doors to ventures aligned with their passions—projects that let them make a positive impact on others’ lives. So if you’re considering a new field, a fresh skill, or even the daunting prospect of starting your own business, take heart. Embrace this moment as an opening to grow. Be kind to yourself, trusting that each step forward is movement toward a more fulfilled version of yourself. The journey often difficult, can also be replete with rich meaning and potential. Every ending is a new beginning waiting to unfold. In this season of change, may we all find the courage to explore what’s possible in the impossible, to seek growth, and to adapt in ways that let us thrive. Our last guests at Monsoon Here’s to the hope, renewal, and boundless opportunities that lie ahead for each of us. _ Phil PS. Change is the only constant. Monsoon also closed its doors at our Shilin location in Jan 2024. We're currently looking for a new location, perhaps somewhere in the mountains! ** https://datareportal.com/reports/digital-2024-global-overview-report ^ Connect with Ted here for Taiwan insider tips and eating well https://www.linkedin.com/in/ted-liao-chef/

Sometimes, the path forward feels obvious: a promising job, a dynamic team, ambitious goals. But beneath the surface lies an often-overlooked element that has the power to shape our experience — the alignment of our personal vision with the place we work. When this alignment is strong, it fuels both motivation and well-being. When it’s absent, that discord can gradually chip away at mental and physical health. This insight crystallized after an experience that began with powerful advice shared by a speaker at a META conference in Singapore back in 2017. “When your vision and the company’s don’t align,” he said, “the dissonance eventually impacts well-being, even physically.” It was compelling, but at the time, it remained an idea rather than a felt truth. The reality of this message only became clear later. Taking a creative role at a top agency in Singapore felt like a perfect next step, a chance to work with remarkable talent on ambitious projects. The agency’s guiding vision, shared on day one, centered on winning awards and aspiring to Cannes Lions — a pursuit that energized many in the room. But having already walked that road, my aspirations had shifted. Awards, while valuable, were no longer the core of my personal vision. My focus had evolved toward creating meaningful, sustainable impact. At first, the discord seemed manageable. The chance to learn from such a creative environment felt like a worthwhile reason to stay. But alignment — or the lack of it — is rarely a quiet force. Over time, the small points of difference began to accumulate. Fatigue set in, stress crept forward, and eventually, those internal tensions made themselves known physically. A year later, after enduring consistent exhaustion, a hospital stay became necessary. The time spent there was unexpectedly clarifying. It was a moment to reflect on the true cost of misalignment. The realization was powerful: alignment isn’t just about matching job descriptions or organizational goals; it’s about finding spaces that support the whole person — mind, body, and spirit — without requiring us to override our own internal compass. From this experience, one truth stood out: honoring what energizes and fuels us isn’t a luxury, but a necessity. No matter how attractive a position or company may appear, if its vision doesn’t resonate at a fundamental level, the misalignment creates a kind of static, a noise that disrupts our internal harmony. Sometimes that static is subtle, an underlying discomfort. Other times, it builds into something undeniable. It’s important to note that this isn’t a matter of right or wrong. Each organization, like each person, is on a journey of purpose. And there’s tremendous respect for those driven by the pursuit of excellence, accolades, and success. But sometimes, even the best workplaces aren’t the right fit for every person, especially when our deepest motivations diverge. True fulfillment, then, comes not from external accomplishments alone, but from an internal harmony, when personal and organizational visions move in concert. For those at a similar crossroads, this is a gentle reminder to reflect on what truly sustains and motivates. Alignment isn’t just about career success; it’s about living with vitality and peace. Walking away or choosing a new path isn’t failure — it’s a powerful act of honoring one’s own values and well-being. Because, in the end, the most meaningful journey is the one that allows us to grow, connect, and contribute in ways that feel authentic to who we are. Be good to yourself and each other out there. _ Phil

是最近有興趣的題目， 也整理了以下資料給也有興趣的你。 食物偏好能揭示人們在心理上可能存在的需求或缺乏之處，以下是三種常見食物偏好及背後可能的心理學意涵與科學佐證： 1. 喜歡甜食：可能與情緒管理及心理安慰需求有關 科學背景：對甜食的偏愛常見於在情緒壓力大或心理需求未滿足的人身上。甜食含有高糖分，會快速刺激腦部釋放多巴胺（dopamine），帶來愉悅感。這樣的「甜食-愉悅回饋系統」是人類天生的心理特徵，有研究顯示人在壓力大時，尤其喜愛含糖高的食物以獲得短期的情緒舒緩。 心理學分析：根據心理學家 Baumeister 的「自我耗竭理論」（Ego Depletion Theory），當一個人消耗大量心理資源來應對壓力或情緒挑戰後，對甜食的需求可能增加，以彌補心理上的疲憊 。喜愛甜食的人可能缺乏穩定的情緒管理渠道，或是對生活中正向刺激的需求較強，因而透過甜食尋求短期的心理安慰。 2. 偏愛辛辣食物：可能與冒險精神及自我挑戰的需求有關 科學背景：辛辣食物中的辣椒素（capsaicin）會刺激痛覺神經，並釋放腦內啡（endorphins）以舒緩疼痛，同時也帶來類似快感的效果。有研究發現，對辛辣食物偏好的程度與人的「尋求刺激」人格特質有關，喜歡辛辣食物的人通常較具冒險精神和挑戰性 。 心理學分析：根據「感官尋求」（Sensation Seeking）理論，喜愛刺激和新奇體驗的人，會藉由辛辣食物的感官刺激來滿足冒險需求。這類人通常較容易感到無聊，心理上需要尋求新鮮感與快感，藉此增加生命的豐富性 。 3. 喜愛高油脂食物（如炸物等）：可能與滿足感需求及潛在情緒空缺有關 科學背景：高油脂食物含有大量的脂肪酸，會引發大腦釋放「快樂激素」—血清素（serotonin），讓人感覺更放鬆和平靜。有研究顯示，偏愛油脂食物可能與潛在的情緒空缺或壓力有關；油脂食物能在短期內提供心靈安慰 。 心理學分析：根據心理學的「安慰食物」理論（Comfort Food Theory），偏愛高油脂食物的人通常在情緒調節上有欠缺，容易在焦慮或壓力下藉由高熱量飲食來獲得滿足感。高油脂食物帶來的飽足感和舒適感，能臨時填補心理上的空虛 。 你呢？今天想吃些什麼呢？ _ Ted https://www.linkedin.com/in/ted-liao-chef/ What’s the Connection Between Psychology and Food? Lately, I've been fascinated by this question and wanted to share some insights with anyone who finds this as intriguing as I do. I discovered that our food preferences can reveal a lot about our psychological needs or possible deficiencies. Here are three common food preferences, along with their potential psychological meanings and supporting scientific findings: 1. Sweet Tooth: Linked to Emotional Comfort and Mood Regulation Needs Scientific Basis : A preference for sweets often appears in individuals experiencing high emotional stress or unmet psychological needs. Sugary foods contain high glucose levels that quickly stimulate dopamine release in the brain, creating a sense of pleasure. This “sweet-reward system” is a natural psychological feature; studies show that people under stress tend to crave high-sugar foods for a short-term emotional lift. Psychological Insight : According to psychologist Baumeister’s "Ego Depletion Theory," when we exhaust significant mental resources managing stress or emotional challenges, we may crave sweets as a way to counteract emotional fatigue. Those who frequently reach for sweets might lack stable emotional outlets or have a heightened need for positive stimuli, turning to sweets for quick psychological comfort. 2. Love for Spicy Food: Tied to a Need for Adventure and Self-Challenge Scientific Basis : The capsaicin in spicy foods activates pain receptors and releases endorphins, providing a pleasurable sensation similar to a “high.” Studies have found that a preference for spicy foods often correlates with a personality trait called "sensation-seeking." People who enjoy spicy foods tend to have a stronger adventurous spirit and are open to taking on challenges. Psychological Insight : Based on the "Sensation Seeking" theory, those who thrive on stimulation and new experiences may turn to spicy foods to fulfill their need for adventure. This type of individual often seeks novelty to avoid boredom, using the intense sensory experience of spice to enhance life’s excitement. 3. Preference for High-Fat Foods (like Fried Foods): Linked to Fulfillment and Emotional Void Scientific Basis : High-fat foods contain rich fatty acids that prompt serotonin release, making us feel relaxed and calm. Studies suggest that a preference for fatty foods can be associated with underlying emotional needs or stress; these foods provide short-term emotional relief. Psychological Insight : The "Comfort Food Theory" suggests that those who prefer high-fat foods may struggle with emotional regulation and are more likely to turn to high-calorie meals under anxiety or stress to find satisfaction. The fullness and comfort from high-fat foods can temporarily fill emotional gaps. So, next time you reach for a certain type of food, consider the cravings behind it. What are they really feeding?

炒青菜在大多數人眼裡看似簡單，但如果加上了食品科學和釀造技術的角度思考下，調味的搭配，就會影響及加深了整體的風味和營養。 以下我來介紹這一年吃的各式炒青菜 調味搭配與運用上讓人記憶深刻的 加入了什麼？ 供大家參考。 醬油：能增加天然氨基酸的鮮味，在高溫中能釋放氨基酸，提升鮮味和甘甜度。 少量加入可以在短時間內提升蔬菜風味。 米酒：米酒在加熱過程中，酒精會蒸發，留下的風味成分如乙醇酸 和乳酸可增添青菜的鮮美度。 發酵物（豆腐乳）：適量加入腐乳可以提供豐富的風味複合物， 包含蛋白質分解後的鮮味物質和酵母發酵帶來的香氣。 豆鼓：豆鼓中的酵母菌在發酵過程中分解蛋白質，產生豐富的氨基酸， 使簡單的炒青菜提升鮮明的風味層次。 菇類：菌菇含豐富的天然谷氨酸，是提升鮮味的關鍵。增加嫩滑的口感； 而香菇、秀珍菇等含有天然的醇類和揮發性物質，炒時會釋放出濃郁香氣， 讓整道青菜味道更加濃厚。 脆片（如炸蒜片、油蔥酥）：這些食材的加入能提供口感上的對比， 蒜片含有硫化物，能在油炸過程中產生香氣，有助於去除雜味並增添爽脆層次； 油蔥酥則因香氣濃厚，可為蔬菜增加更深層的味道。 乾貨：日曬乾燥的蔬果，例如（蘿蔔乾）這些乾貨在高溫中釋放特有的胺基酸，適合搭配葉菜類，讓菜餚富有鮮味且提升鹹香效果。 對我來說一盤完美的炒青菜， 在風味層次上的加上了什麼？ 決定了最後入口的記憶度， 我超愛吃各種炒青菜， 也最愛帶外國朋友去吃野菜， 相信我台灣野菜和各式各樣的炒青菜 絕對會讓人記憶深刻！ _ Ted https://www.linkedin.com/in/ted-liao-chef/ Why I Love Stir-Fried Greens of Taiwan To most, stir-fried greens might seem simple. But when you consider them through the lens of food science and fermentation, the right seasonings can bring out layers of flavor and nutrition. Here’s a breakdown of the different kinds of stir-fried greens I’ve enjoyed this year—the seasonings and techniques that make them unforgettable. 1. Soy Sauce :  Adding just a splash of soy sauce enhances the natural umami, a savory richness. When heated, amino acids in soy sauce are released, boosting sweetness and depth. Even a small amount can instantly elevate the flavor of vegetables. 2. Rice Wine :  During cooking, the alcohol in rice wine evaporates, leaving behind flavor components like ethyl acetate and lactic acid that enrich the taste of greens, adding a subtle complexity that’s both fresh and earthy. 3. Fermented Tofu :  A touch of fermented tofu introduces a complex flavor profile, offering umami from broken-down proteins and an aromatic quality from the yeast fermentation. This adds a memorable depth to simple greens. 4. Fermented Black Beans :  Rich in amino acids, these fermented beans add a distinctive layer of flavor. They break down during cooking, transforming stir-fried greens into a dish with character and depth. 5. Mushrooms :  Naturally high in glutamate, mushrooms are key to enhancing umami. With varieties like shiitake and oyster mushrooms, you get a subtle, silky texture and an aromatic intensity that releases with heat, deepening the greens’ flavor profile. 6. Crispy Toppings (Fried Garlic Slices, Fried Shallots) :  These provide a delightful textural contrast. Garlic slices, for instance, release sulfur compounds when fried, creating an enticing aroma while reducing bitterness, and shallots add a rich, warm flavor that enhances each bite. 7. Dried Goods :  Sun-dried veggies, like dried radish, are packed with concentrated flavors and amino acids. Added to stir-fries, they bring out a savory edge, adding a hint of saltiness and a unique depth that pairs perfectly with leafy greens. For me, a perfect plate of stir-fried greens is defined by the balance of these flavors. I’m always excited to introduce friends—especially those visiting from abroad—to Taiwan’s wild greens and unique stir-fried combinations. Trust me, Taiwanese greens and these stir-fry techniques leave a lasting impression! _ Ted https://www.linkedin.com/in/ted-liao-chef/

Our Monsoon Story We didn’t wake up one day and decide to disrupt the food world. We didn’t set out to be groundbreaking. We began with a simple, humble intention: to craft a way of living and eating that's beneficial to everyone - our communities, our guests, and yes, our planet. This wasn’t about trends or ambition. It was about reflection. Our journey began by asking ourselves:  What truly makes Monsoon, Monsoon? The answer wasn’t flashy or complex - it was foundational. It lay in our DNA, rooted in the Hakka heritage that shaped us and a mission to help others. And while this might sound simple, reconnecting with our purpose gave us the foundation to build something perhaps, extraordinary. The Power of Knowing Where You Come From The Hakka story is one of resilience. As migrants, the Hakkas carried their traditions across Asia, adapting to new environments while honoring their roots. They survived by creating a way of life that balanced the past and present. Food became central to this story. Preservation, fermentation - these weren’t just survival techniques; they were acts of creativity. A resourceful cuisine emerged, deeply tied to the land, the seasons, and the journey. For us at Monsoon, this history isn’t just something we look back on - it’s something we carry forward. It’s a reminder that meaningful innovation doesn’t come from chasing what’s next. It comes from honoring where you’ve been. Our former "home" in Shilin Taipei Building a Brand That Feels Like Home When we sat down to create Monsoon’s culinary identity, we didn’t ask, What will make us different? Instead, we asked,  What will help people lead better lives? This question shapes everything we do. We didn’t want our food experience to be just a collection of dishes; we wanted to reflect who we are and what we believe in. Every ingredient, every technique, every flavor tells our story - not just of the Hakka people but of a future we hope to inspire. One about sustainability and kindness. We also realized that no matter how thoughtful the food, true innovation is about more than what’s on the plate. It’s about the experience. We want every guest who walks through our doors to feel seen, valued, and cared for. For us,  hospitality isn’t just about serving—it’s about connecting .

We want you to feel at home, in our space. our former outdoor space The Secret to Effortless Innovation If we’ve learned anything on this journey, it’s that innovation isn’t something you force - It's found. It’s something that flows naturally when you align your actions with your purpose. Start with a mission.  Who are you? Why do you exist? What impact do you want to have?   Let these answers guide you, as you create. Your brand, vision, and values should act as a springboard - not just for what you do but for how you do it. And never forget the power of the people you serve. Every guest who walks into your restaurant, interacts with your brand, or experiences your product is a reminder of why you do what you do. Make them feel like they are the only ones who matter in that moment. Create for them. In doing so, you’ll find that innovation doesn’t feel like effort. When it flows from who you are, it feels natural. It feels inevitable. It feels like an extension of your identity. one of our signature courses Our Advice to Fellow Creators If you’re building something - whether it’s a restaurant, a brand, or even a single dish—don’t get caught up in the race to be different. Instead, ask yourself: What do I stand for? What do I want people to remember? Take a step back and connect with your roots. Look at your mission and vision, and let them inform every choice you make. Find inspiration in your history, your culture, and the people who’ve shaped you. And above all, focus on creating experiences that leave others feeling cared for and inspired. At Monsoon, we didn’t set out to innovate. We set out to serve. And in doing so, we stumbled upon something extraordinary: a way of living and eating that feels deeply, authentically us. We’re still learning, still growing, but if there’s one thing we’ve come to believe, it’s this: the best ideas aren’t invented. They’re discovered - by staying true to who you are. __ P Please feel free to leave a comment, your thoughts or even If you have a question. Thank you.

Recently, I had the opportunity to be a show guest on Hakka TV's collab with Super Junior, Chef’s Emergency Landing: Hakka Kitchen 廚師的迫降：客家廚房. It's been awhile since I've had such a hearty Hakka meal. Reflecting on it, I came to realize how traditional Hakka cuisine perfectly aligns with the principles of sustainable eating. Let's start with a plate of Hakka stir-fry Imagine walking into a restaurant that promotes “sustainable dining” and ordering a dish labeled as having a “low carbon footprint.” You might wonder: What does this traditional Hakka dish have to do with sustainability? In reality, every aspect of the food industry—from ingredient selection to cooking methods and waste management—profoundly impacts the environment. For restaurant owners, incorporating sustainability and carbon reduction into traditional dishes not only helps preserve cultural heritage but also enhances market competitiveness. Using Hakka cuisine as an example, I'd like to explore how sustainability can be embedded into a dish to tell a more meaningful story. From farm to table, every dish involves ingredient prep, processing, transportation, cooking, and waste disposal—all of which contribute to its carbon footprint. Taking Hakka stir-fry as an example, here’s where its emissions could come from: Ingredient phase : The drying process of squid, the farming of pork, and the cultivation of garlic chives with fertilizers. Manufacturing phase : Processing and packaging dried squid, as well as the energy consumption involved in refrigerating pork. Distribution and sales phase : The logistics of transporting ingredients from producers to markets or restaurants. Usage phase : The gas or electricity used for cooking Hakka stir-fry. Waste disposal phase : Managing food waste and packaging materials through recycling or disposal. The fuel emissions from transporting ingredients alone cannot be overlooked. So when a plate of Hakka stir-fry is served, its deliciousness comes with a ripple effect of carbon emissions. How Can Hakka Cuisine Embrace Sustainability? Here are a few steps to consider: Calculate the Carbon Footprint and Identify High-Emission Areas Restaurant operators can track the origin of each ingredient, its production process, and energy usage to identify “carbon hotspots.” For instance, the processing and long-distance transport of dried squid might be major sources of emissions. Such insights can help restaurants develop carbon reduction strategies and attract ESG-conscious corporate clients. Opt for Locally Sourced Ingredients to Reduce Transport Emissions Replace imported ingredients with locally produced ones, like using locally farmed pork instead of imported meat and homegrown garlic chives or celery instead of imported vegetables. Highlight local specialties: Hakka cuisine emphasizes resourcefulness and preserving ingredients. Items like preserved mustard greens, pickled vegetables, and fermented soybeans can be sourced through partnerships with local farmers, reducing reliance on imported processed goods. Optimize Energy and Resource Usage Use energy-efficient cookware or stoves to lower energy consumption. This not only saves energy but also creates a more comfortable environment for kitchen staff by reducing heat. Recycle food waste: Leftover ingredients or scraps can be composted or repurposed into new dishes, turning potential waste into fertilizer for local farms. Be Transparent to Resonate with Consumers With global warming being a pressing issue, consumers are increasingly mindful of how their choices impact the planet. Restaurants can share the carbon footprint of each dish on their websites and tell stories about their carbon reduction efforts. This helps diners feel they’re contributing to sustainability with each meal. https://www.euronews.com/culture/2022/08/11/climate-change-on-the-menu-uk-restaurant-is-first-to-show-customers-co2-emissions-of-their Designing a “Sustainable Hakka Stir-Fry” Here’s an example of how a classic dish can be reimagined sustainably by swapping animal-based ingredients for plant-based alternatives: Ingredient Selection : Use locally grown golden needle mushrooms instead of imported dried squid, king oyster mushrooms in place of pork, and environmentally friendly tofu from local producers. Garlic chives and celery sourced from nearby farms further cut transportation emissions. Low-Energy Cooking : Streamline frying techniques to reduce high-temperature oil consumption and choose oils with a lower carbon footprint. Circular Waste Management : Turn vegetable scraps into compost to nourish the garlic chive and celery fields, creating a full-circle system. https://www.homebiogas.com/blog/kitchen-waste-composting/?srsltid=AfmBOool5nKMDh5WmAYpyT745igCARp34OgFFCKcPlxhG37mlSFYxhyd Striking a Balance Between Culture and Sustainability At its core, Hakka cuisine embodies a philosophy of resourcefulness and cherishing food—a concept that aligns seamlessly with modern sustainability ideals. From stewed pork with preserved mustard greens to stir-fried rice noodles, every Hakka dish has the potential to be a model of carbon reduction. Even one meat-free meal can save approximately 2.5 kilograms of carbon emissions. Imagine the impact if the traditionally meat-heavy Hakka cuisine adopted plant-based alternatives for just one meal—it could equate to taking 8 million cars off the road! Every meal you choose shapes the future of our planet. By calculating carbon footprints and implementing reduction strategies, the restaurant industry can preserve traditional food cultures while paving the way for new sustainable possibilities. This isn’t just about market competition; it’s a long-term commitment to the land we call home. When sustainability becomes part of a dish, it’s more than just a meal—it’s a gentle force capable of changing the world. And as Taiwan faces colder winters and unexpected typhoons in December, choosing one meat-free meal is easier than you think. The choices we make today define the environment we’ll live in tomorrow. I’m Ted Liao . I don’t just want to turn travels into a dish—I want to turn sustainability into one too. _ T

你是否發現，在吃下一碗滿滿蔬果的沙拉或一杯濃郁的果昔後，內心竟多了一份愉悅與輕鬆？這並不僅是味蕾的享受，植物性飲食中的某些成分，真的能與我們的大腦「對話」，讓幸福感成為可以「吃」的體驗。   植物性快樂的秘密： 科學研究顯示，某些蔬菜與水果中的營養素能幫助大腦生成血清素，這種神經傳導物質能穩定情緒並帶來幸福感。同時，豐富的抗氧化劑、維生素與礦物質更能緩解壓力，為身心帶來平衡。以下，就讓我們從植物性飲食的角度，探索那些能吃出快樂的天然食材！   1. 色氨酸：天然的快樂催化劑 色氨酸是生成血清素的必要胺基酸，許多植物性食物都是色氨酸的天然寶庫：   香蕉：色氨酸與維生素B6的完美結合，讓香蕉成為一種能瞬間提振心情的水果。我們最常用香蕉當成基底製成各式果昔，既方便也健康又美味。   菠菜與羽衣甘藍：這些深綠色葉菜是色氨酸的極佳來源，適合加入沙拉或冷壓製成蔬果汁，為腦部補充快樂能量。   堅果與種子：如核桃、杏仁與南瓜籽，不僅富含色氨酸，還提供優質脂肪，有助於穩定情緒。午後小憩或登山健行來一把堅果，讓身心輕鬆愉悅。   2. 碳水化合物： 低升糖的情緒穩定器 碳水化合物能幫助色氨酸進入大腦，但高升糖的精緻糖容易引發情緒波動，因此建議選擇低升糖指數的天然來源：   地瓜與馬鈴薯：這些根莖類蔬菜既提供能量，又能溫暖身心。試試烤地瓜加上些許香料香草，既飽足又舒心。   全穀類：如糙米、黑米與燕麥，能穩定血糖與情緒。煮一碗水果燕麥粥，加入藍莓與奇亞籽，讓自己補充快樂能量。   3. 維生素B群：調節情緒的助手 維生素B群，特別是B6，對於血清素與多巴胺的合成至關重要：   酪梨：富含維生素B6與健康脂肪，是穩定情緒的最佳夥伴。將酪梨搭配沙拉或麵包撒上芝麻，既美味又營養。   鳳梨：富含維生素B6與酵素，不妨將鳳梨切片加入沙拉，為餐點增添一抹熱帶風情的快樂感。   4. Omega-3：植物性脂肪的溫柔呵護 植物性Omega-3脂肪酸能穩定神經系統，減少情緒波動：   - 亞麻籽與奇亞籽：將亞麻籽粉加入果昔或燕麥粥中，提供持久的幸福感。我喜歡加入楓糖的奇亞籽水果布丁，是下午點心的絕佳選擇。   -核桃：植物性Omega-3的頂級來源，無論是搭配沙拉還是單獨享用，都能讓情緒平穩如水。   5.抗氧化劑：從壓力中釋放的關鍵 植物中富含的抗氧化劑能中和自由基，減少壓力對情緒的影響：   - 藍莓與各式苺果類這些豐富的莓果不僅酸甜可口，還是抗氧化劑的極佳來源。試著將它們加入椰奶優格，營養滿分。   快樂不僅是身體與心靈的狀態，也可以透過有意識的飲食選擇來獲得。從深綠色葉菜、甜美的香蕉到各式莓果這些看似簡單的食物，卻能在不經意間滋養我們的情緒。   下一次進食時，不妨問問自己：「這一餐，是否讓我的身心更快樂？」當我們將這些「快樂食物」融入日常，不僅品味生活，也為自己打造出更穩定、愉悅的內在世界。用心吃，讓植物性飲食成為你生活中最溫暖的陪伴。   _ Ted

The Science of Taste Have you ever wondered why some dishes are simply irresistible, while others fall flat? Like, why does a hot bowl of miso soup hit the spot, or why can’t we seem to stop eating crispy potato chips? I started digging into this and found myself in the fascinating world of gastrophysics —a blend of science and gastronomy that helps us understand what makes food delightful or unappealing. What Makes Food Palatable? It turns out, enjoying food isn’t just about taste; it’s this incredible mix of sensory and psychological factors. Taste, smell, texture, even sound—they all work together to create that perfect bite. The Role of the Environment Oxford professor Charles Spence says that the environment plays a role in how we appreciate and experience food. He explores how elements like the weight of the cutlery, the placing on the plate, and the background music affect our eating experiences.  The Five Basic Tastes Did you know our taste buds are wired to pick up five key tastes? Each has a specific job Sweetness  means energy—think chocolate or fruit. Saltiness  tells us we’re getting essential minerals, like when you crave salted chips. Sourness  warns of spoilage but is refreshing when balanced, like in lemonade. Bitterness  can signal toxins but becomes enjoyable in coffee or dark chocolate. Umami , or savory goodness, is found in mushrooms, soy sauce, or parmesan. Fun fact: it was only officially identified in 1908 by Dr. Kikunae Ikeda! But Taste is just the tip of the iceberg. Flavor: The Whole Experience When we talk about how food really  tastes, we’re talking about flavor , which brings together taste, aroma, and texture. And here’s a mind-blowing stat: about 80% of what we think is taste is actually smell. That’s why food can seem so bland when you’ve got a cold. What Research Tells Us About Taste Preferences Scientists have been asking some pretty cool questions about why we love certain foods and not others. Here are a few findings I found fascinating: Case Study 1: Umami and Japanese Cuisine Take miso soup—why does it feel so comforting? The secret lies in umami , the “fifth taste.” The Science of Umami : Umami comes from compounds like glutamates, found in foods like seaweed and aged cheeses. A Japanese dashi broth (made with kombu and bonito flakes) is packed with these. What’s Amazing About It : When these compounds mix, like glutamate from kombu and inosinate from bonito flakes, they create a synergy that makes the flavor explode. Even better, umami-rich foods can make dishes taste just as good with way less salt—up to 30% less, according to studies. Perfect for anyone watching their sodium intake. Case Study 2: The Sound of Crunch Why do we love potato chips so much? It’s not just the salt—it’s the crunch! Oxford researchers found that the sound of crunching makes chips seem fresher and tastier. In fact, when they amplified that crunch, people thought the chips were even better. Snack companies are totally onto this. Case Study 3: Balancing Sweet and Sour Think about orange juice—too sweet, and it’s overwhelming; too sour, and it’s not enjoyable. Researchers figured out that the magic ratio is about 2 parts sugar to 1 part acid. It’s all about balance. Case Study 4: Acquired Tastes for Bitterness Ever hated something as a kid but now love it? That’s bitterness for you. Foods like coffee or kale can start out unpleasant but become favorites with repeated exposure. It’s kind of like training your taste buds. I grew up hating bittergourd but now I crave it because it reminds me of my mother who used to cook it every week! Emotions and memories can also influence our preferences. The Role of Culture in Taste Here’s another layer: our cultural background shapes what we like. What’s delicious to one person might be an acquired taste for another. Spicy Foods : Cultures like Mexico and India embrace heat, and capsaicin (the spicy compound) can actually make you feel euphoric by releasing endorphins. Fermented Foods : Think kimchi, blue cheese, or natto. People who grow up eating these strong flavors often love them, but they can be a hard sell for newcomers. Taste Is Contextual Ever notice how Hotpot tastes better on a wintry day? Or how the smell of fresh bread can transport you back to childhood? Taste isn’t just about your tongue—it’s about memory and mood, too. Comfort Foods : Taiwanese Popcorn Chicken or Red Bean Soup feel good not just because they taste good, but because they’re tied to happy memories or offer a sense of security. When Food Disappoints Of course, not all food experiences are great. Here are some common turn-offs: Too Much of Anything : Overly salty, bitter, or sweet foods can be overwhelming. Bad Textures : Slimy or soggy? Nope, thanks. Signs of Spoilage : Our brains are wired to reject rancid or sour smells for survival reasons. The Barometer of Good vs. Bad Taste While individual preferences vary widely due to cultural background and personal experiences, there are measurable factors that inform our understanding of good versus bad-tasting food: Balance of Flavors : Foods that harmonize sweetness, acidity, saltiness, and umami tend to be preferred. Chemical Composition : Certain compounds are universally associated with pleasant or unpleasant tastes. Cultural Context : Exposure shapes our perceptions; what is considered bad-tasting in one culture may be cherished in another. Sensory Evaluation : Scientific methods allow us to quantify taste preferences and identify trends across populations. How We Can Use This Knowledge in the Kitchen So what does all this mean for cooking? Here are a few tips I’m definitely trying out: Find Balance : If a dish is too salty, add something sweet or sour to bring it back. Boost Umami : Add soy sauce, mushrooms, or tomatoes to give your dishes a savory punch. Play with Texture : Combine creamy and crunchy elements to make a dish more exciting. Amp Up the Aroma : Fresh herbs or spices can make a dish smell as good as it tastes. Cut Back on Salt : Use umami-rich ingredients to keep flavor high with less sodium. Wrapping It Up At the end of the day, taste is this amazing mix of science, culture, and personal preference. Knowing a bit about the “why” behind our likes and dislikes can help us create meals that aren’t just tasty, but truly satisfying. Next time you’re enjoying that perfect bowl of soup or a crispy snack, remember—there’s a whole lot of science making it all come together. Please leave a comment or drop us a line about your own experience. We’d love to hear from you! _ P

One of my greatest joys is conveying our story the minute you are seated 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.  In our space, we created whole day events with music, food and storytelling 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. Our Monsoon Experience is made for your 5 senses 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. A campaign we developed during the pandemic, reminding people to scan their body temperatures and that the only way one could enter spaces if they did. This was a T-shirt design. The words are uttered from a body scanner device, announcing a normal body temp I get to truly express my love for Chinese typography and evolve more into an all rounded creative 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! _ Phil

Positivity.  We hear about it everywhere. It’s the cornerstone of motivational podcasts, sprinkled through self-help books, and plastered on Instagram graphics with pastel sunsets. But staying positive is easier said than done —especially when you’ve lost your job, your confidence, and your sense of stability. In times like these, positivity can feel like an impossible ask. Yet, finding your way back to it—messy and imperfect as that journey may be—is possible. This isn’t about fake smiles or wishful thinking. This is about doing the hard work of crawling out of a pit of self-doubt and despair, using tools that are more grit than glitter, applying realistic goals. When It All Falls Apart I’ve been fired before. The shame felt suffocating. But no matter the cause, the result was the same: a bruised ego, a dwindling bank account, and the overwhelming question, What now? My immediate response when I lost my job at E! Entertainment in 2008 was one of denial. "They didn't deserve me," I thought. Then the recession hit, and the job market froze. I sat holed up for a year, bitter and defeated, waiting for opportunities to knock on my door. They didn't. The Turning Point My wake-up call came during a FaceTime chat with my family over the holidays. They did not coddle me. They did not sugarcoat things. Seeing them celebrate together, dining on turkey, made me sit up and say, "Enough is enough! I am better than this self-pity." So, I picked myself up, dusted off, cut my hair, cleaned up my beard, and soon landed a freelance gig that paid next to nothing and treated us like machines. Two weeks in, they let me go. That rejection stung, but it also taught me something: resilience isn't built by waiting for a break. It's built by creating one. Blogging as a Lifeline Blogging became my refuge when everything felt out of control. Writing about my experiences felt cathartic, like untangling the knots in my brain one sentence at a time. It wasn't about the who was reading or, for that matter, if any person was reading. It was about owning my story. But then this unexpected thing happened: it got noticed. Traffic came to my blog. The comments trickled in. I even landed a press pass to all the events at Art Basel Miami (just by asking actually!) I didn't attend. Flights and accommodations were unaffordable at the time but the recognition meant everything. For the first time in ages, my voice mattered. Blogging reminded me that even in my lowest moments, I still had something valuable to share. All You Need is Gratitude Here's the thing about getting fired: It's not just a hit to your career; it's a hit to your ego. And your ego? Loudest critic, sneakiest saboteur. You don't need it. All one needs is gratitude. Heaps of it, right from your very soul. For months, I told myself I wasn't the problem. The industry was unfair. Management didn't "get me." That mindset kept me stuck. The turning point came when I stopped pointing fingers and started asking tough questions: What could I have done better? What can I do differently now? What should I be grateful for? Acknowledging my role wasn't easy, but it was freeing. It shifted my narrative from victimhood to accountability, and that shift made all the difference.  The seeds of gratitude started to grow. I highly recommend a road trip across the US to clear your head (Fairhope AL; Bruno Steel House, Lubbock TX; pit stop leaving Austin; Hoover Dam) The Long Road Back Staying positive isn't about ignoring reality. It's about choosing-to face it head-on, however begrudgingly at first. Here's what helped me rebuild-brick by imperfect brick: 1. Blog It Out Writing was my way of making sense of chaos. Each blog post felt like a therapy session-a way to process emotions without judgment. Over time, it became more than that: blogging didn't just help me cope; it became a platform to connect with others and rediscover my confidence. Pro tip: Don't overthink it. You write for you first. You never know who might resonate with your story. 2. Reframe the Narrative At my lowest, every rejection felt personal. But reframing those moments as opportunities-however forced-gave me room to grow. Try this: When negative thoughts creep in, challenge them. Are they based on facts or fears? 3. Mindfulness in Microdoses Mindfulness doesn't have to be a 30-minute meditation. Even a few minutes of focused breathing can help still your mind. Tip: Practice the 4-7-8 technique: inhale for 4 seconds, hold for 7, and exhale for 8. 4. Move Your Body Exercise felt daunting, but even a quick walk around the block helped clear my head. Science backs this up: movement releases endorphins, the ultimate mood boosters. Start small: Commit to just 15 minutes a day. 5. Create for the Sake of It Blogging wasn't the only creative outlet I tried. Sometimes, I sketched. Sometimes, I cooked. Making something reminded me that yes, I was capable of creation--even when life felt cruel. Pro tip: it does not have to be good; just make something. 6. Reconnect with People Of all the things I wanted least when everything went sideways was leaving the safety of my cave. Turns out, the more that happened around the greater the sense of lightness of that load. Hack: Schedule regular calls or meetups to stay in touch. 7. Acknowledge Little Victories At first, it was the tiniest accomplishments that seemed monumental. Update my resume, get just one freelance gig. They built momentum. Try this: Break big goals into bite-sized tasks, celebrate each one. 8. Forgive Yourself Would you slam a friend who was hanging on? Then why beat yourself up? Tip: Practice daily affirmations like, "I am capable, or "This is temporary." Better yet, "I forgive myself." 9. Get Professional Help Sometimes, you can't do it alone. A therapist or counselor can offer tools and perspectives you might not find on your own. I consulted with a life coach for a few sessions and it helped me reframe my thoughts and helped me make better choices. The Bounce Back Freelancing kept me afloat, but blogging gave me purpose. Slowly, things started to shift. My LinkedIn profile started getting attention. Traffic to my blog grew. I even managed to do some branding work for a friend (thank you Pam & Ann). And then came the email-a recruiter at HSN who believed in me before I fully believed in myself. One flight and one interview later, I found myself on a new path. The path to Reinvention began. The Takeaway Positivity isn't about pretending life is perfect. It's about finding a way to move forward-even if that way feels messy, slow, or uncertain. It's about creating small moments of joy, even when everything else feels heavy. Blogging taught me that my voice mattered. Mindfulness taught me to be present. And every rejection taught me that setbacks aren't the end-they're just a detour. Take a step. Write. Breathe. Reach out for help. And remember to always: Be grateful. Brighter days lie ahead-you just have to believe in them, even when it feels impossible. Phil