#APIFamily: Asian and Pacific Islander-Owned Small Businesses Thriving on TikTok
Read about 11 incredible businesses using TikTok to express themselves authentically and see how they’re shining a light on their businesses and Asian and Pacific Islander culture.
TikTok users represent diverse, creative communities and are using the app to connect, celebrate, and share their achievements and creations. May is Asian and Pacific Islander Heritage Month, which is a celebration and commemoration of the contributions Asian and Pacific Islanders have made in North America.
Despite challenges and declining revenues through COVID-19 lockdowns and increased anti-Asian sentiment, the API business community on TikTok has used the app to build relationships, support each other, share their experiences, and expand their reach.
Read about 11 incredible businesses using TikTok to express themselves authentically with creative content and see how they’re shining a light on their businesses and Asian and Pacific Islander culture.
TamTak
Tam Nguyen grew up in Vietnam and started TamTak, an online jewelry shop, to share joy and bring positivity into the world. All of Tam’s creations are handmade, one of a kind and designed to highlight the uniqueness of the people wearing them. She gives back to her community by donating a portion of earnings to Open Door Mission, a nonprofit in Omaha, Nebraska, committed to breaking the cycle of homelessness and poverty.
“Nowadays people will connect with you more if they know you, if they can hear your voice, and if they know the person behind the product.”
Sanzo
Sanzo Founder and CEO Sandro Roco saw an opportunity in the sparkling water industry to incorporate and highlight beloved Asian flavors. With a background in chemical engineering, Sandro created Sanzo to celebrate different cultures and introduce new people to traditional Asian flavors like calamansi, lychee, yuzu, and mango.
Everydaze
Everydaze is committed to providing next-level Konjac Jelly, a plant-based vitamin-rich supplement that can be added to a variety of foods or eaten by itself. Co-founder Min Ree is bringing this staple Asian supplement to a new global audience, providing a healthy substitution for high-sugar, high-calorie snacks.
Immi
Inspired by working alongside their families in the markets of Taiwan and Thailand, co-founders Kevin Lee and Kevin Chanthasiriphan launched Immi, an instant ramen brand that uses high-quality, nutritious ingredients. Immi’s reinvention of this classic dish provides a delicious, healthy option to ramen-lovers everywhere.
“Our whole mission is emboldening people to play by their own rules in life. I cannot think of a better platform for that than TikTok. TikTok is where you can express any passion you have in this world in the most creative way possible.”
Sassy Woof
Sassy Woof is on a mission to bring joy to humans and dogs alike with their stylish and affordable canine apparel. Founder Christine Chang first launched Sassy Woof out of her basement and never looked back. Proudly based out of the suburbs of Washington, D.C., she donates a portion of earnings to local shelters to help pups in need.
Chunks
In 2019, Tiffany launched her small business, Chunks, to provide sustainable, eco-conscious hair accessories. Tiffany and her team are committed to environmentally conscious materials, manufacturing transparency, and dispelling the negative stereotypes around products made in China.
August
August CEO and co-founder, Nadya Okamoto, consulted with other period product brands for years – and even wrote a book – before launching August, which sells sustainable, comfortable period products and actively works to reduce period poverty and improve access to health education.
Cocokind
After struggling with her skin for years, Founder and CEO Priscilla Tsai started Cocokind, a gentle, affordable skincare business that prioritizes hydration and supports the skin barrier. Cocokind is changing the narrative in the skincare industry by showing that sustainable, plant-based products can be affordable and accessible.
“My best advice for API founders is to really embrace your identity and get loud."
KoStudio
A KoStudio founder Yin Qi Xie started boxing and saw an opportunity in the women’s equipment and apparel space. Now, the KoStudio founder is bringing modern boxing gear to thousands of women and creating a community to connect women boxers of all athletic abilities, backgrounds, and sizes.
Sani
After struggling to find modern formalwear for cultural events in the United States, sisters Niki and Ritika Shamdasani decided to start Sani to provide trendy, high-quality Indian and South Asian-inspired formalwear. Since starting in 2017, Sani has launched a loungewear line and was the first South Asian brand available on Rent the Runway.
Uprisers
Michelle K. Hanabusa started Uprisers with the belief that what we wear can make a difference. With a mission to give underrepresented groups a voice, Michelle and her team create community-oriented streetwear that celebrates Asian American culture and highlights social justice issues.
Don't forget that you can support these API-owned small businesses year-round, not just during Asian and Pacific Islander Heritage Month.
If you're a small business, sign up for a TikTok For Business account today to share your story, build a community, and grow your business.