SEATTLE, Oct. 13, 2022 — Growing direct-to-client Chinese meals brand Xiao Chi Jie (XCJ) ー, based via way of means of 2nd era Chinese Americans Jennifer Liao and Caleb Wang ー has raised USD 10 million of their Series A financing spherical led via way of implies of Imaginary Ventures, becoming a member of actor Simu Liu, Goldhouse Ventures, and Hyphen Capital together with founders Colin McCabe (Chopt), Jason Wang (Caviar), Gabi Lewis (Magic Spoon), Katrina Lake (Stitch Fix), Scott Cutler (StockX), Shan-lyn Ma (Zola), and more.
The startup ships eating place-fine soup dumplings and Chinese BBQ skewers nationwide, and these days debuts new noodle kits which encompass a plant-primarily based totally choice evolved in collaboration with Impossible Foods, proposing the brand’s Impossible™ Pork product.
Liao and Wang began XCJ in 2018 as an eating place undertaking after years of irritating searches for sincere representations in their favorite Chinese avenue meals specialties stateside. The Seattle-primarily based speedy informal idea flourished. However, the pandemic pressured them to innovate; instead of serving warm takeout meals, they began freezing batches of homemade soup dumplings and making neighborhood deliveries.
“Despite its occurrence withinside the U.S., Chinese delicacies are woefully underrepresented ー, particularly withinside the CPG space,” says Liao. “We’re excited to companion with Imaginary to extrude that and retain sharing the variety and wealthy intensity of the meals we grew up loving.”
“When you ruin down the USD 50BN Chinese grocery store class, it is glaring there may be an effective and accelerating purchaser demand,” says Logan Langberg, Partner at Imaginary Ventures. While the class is massive, it is an enormous component comprised entirely of restaurants. What’s lacking from the marketplace is a CPG logo. This is a sincere illustration of Chinese meals with the capacity to dominate online, wholesale and meal providers to become a staple in American households.”
With this investment round, the two-12 months-antique DTC organization will retain awareness of splendid merchandise and purchaser experience, lean into cultural reviews and education and discover paths to growth accessibility. XCJ will even rebrand in 2023 to mirror their persistent enlargement because, as Liao notes, “we need a brand new call which can keep growing with us as we invite greater human beings to study our meals and culture.”
Growing direct-to-purchaser Chinese meals organization Xiao Chi Jie (XCJ) changed into based in 2020 through second-technology Chinese Americans Caleb Wang and Jennifer Liao. They are on an assignment to percentage sincere representations of the meals they grew up ingesting and open consumers’ minds and palates to new and thrilling flavors, textures and aromas. Available nationwide, XCJ’s product line consists of restaurant-excellent soup dumplings, Chinese BBQ skewers, sauces, bamboo steamers, ice creams, and noodle kits stimulated through distinct areas of China.
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