Founder Feature: Jia Liao, Hotpot Queen

The Startup CPG Podcast

Join Grace Kennedy in this bonus episode of the Startup CPG Podcast as she speaks with Jia Liao, the founder of Hotpot Queen, to explore her remarkable journey in the CPG industry. Discover how Jia’s brand brings the authentic, bold flavors of Sichuan cuisine to life with high-quality ingredients like wild mushrooms and fermented sauces. Hot Pot Queen’s products are not only bursting with the distinctive taste of málà but are also gluten-free, vegan, and MSG-free, making them a hit among spicy food enthusiasts.

Learn about the legacy behind the brand name, inspired by Jia’s family’s rich history in Chinese hot pot restaurants, and how her mother’s innovative spirit has influenced her mission to popularize her regional cuisine worldwide. Jia shares her experiences overcoming challenges in product packaging and manufacturing, emphasizing the crucial role of community support and strategic focus on specific sales channels for success.

Ready to spice up your culinary experience? Tune in now!

Listen in as they share about:

• Origin of the Name "Hotpot Queen"
• Launch at Expo West
• Retail Strategy and Growth
• Challenges and Resilience
• Product Differentiation
• Marketing and Growth Strategies
• Funding and Business Structure
• Future Plans and Challenges
• Advice for Aspiring Founders

Episode Links:

Hotpot Queen’s Website

Jia Liao’s LinkedIn

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Show Links:

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• Join the Startup CPG Slack community (15K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at [e-mail]
• Episode music by Super Fantastics