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Welcome
I, Mindy Jen is the co-founder, a marketing director, product manager of Empire Eagle Food and also a mother. She devoted to serve in the military in 1993 and has worked in Ministry of National Defense for 10 years. She is also a female founder who is born to have responsibility for her own country. After engaging in developing food industry in 2002, she has assured the food safety and helped the company to successfully transform five times during a four-year period. Because of this, the revenue growth has doubled, helping the company to establish marketing, teaching, public relations and international trade departments. Most importantly, the company has become the leading manufacturer and supplier of bubble milk tea materials and has also spared no effort to charitable events.
Editor
I am a full-story woman, a retired army captain, co-founder and CMO of BOBA CHiC, left her hometown and came to the birthplace of bubble milk tea, Taichung. She founded BOBA CHiC in 2018 and insisted in using local ingredients to innovate and adapt to a variety of drinks all around the globe. The branding has sharped its competitive edge on the global stage by selling Taiwan tea and bubble milk tea to USA, Japan, Malaysia, and Philippine in only half year in 2019. She then won International Business Award, Stevie Award in 2018, 2019, 2020. BOBA CHiC also won Asia-Pacific Stevie Award in 2019 and 2021.
In December, 2018, I launched Boba Chic as an educational brand. By July, 2019, just within half a year, it had opened seven authorized shops in the US, Japan, Malaysia, etc. This has assisted the company to expand its bubble milk tea territory in terms of upstream and downstream businesses. BOBA CHiC® is a brand Celebrating Humanism in Committing oneself to the taste of life and a brand aiming at blending tea, taste, and a twist of cultures.
The birth of BOBA CHiC starts with the conception of Build Optimism! Boost Achievement! and Celebrate Humanism in Commitment (to life), hence the acronymous BOBA CHiC in English and the transliteration of CHiC in Mandarin Chinese xuke ‘to commit (yourself to the taste of life)’, hence the Chinese 徐可波, a blending of 許可 ‘commitment’ and-波霸(茶) ‘boba (tea)’. BOBA CHiC embraces commitment to the taste of one’s own life and encourages everyone with “CHIC YOURSELF! BE YOURSELF!”. BOBA CHiC commits to making the West meet the East by twisting the refined local taste of Taiwanese tea and the renowned boba pearls with the western milk and caramel. The harmonious taste at BOBA CHiC symbolizes the harmony of the globe beyond the barriers of languages, ages, and cultures. Scouring the island for the finest of the world-famed tea of Taiwan, BOBA CHiC is committed to refining and extending the professional hands of tea manufacturing to tea making in using 100% of the original Taiwan high mountain tea as base, and to instilling in its brand and products uncompromising food safety (security and trust) mixing with its own formula boba pearls to deliver the Q. spirit of Taiwan (the soft, resistant, delicate, humble simplicity of the Taiwanese people). Behavior Image of BOBA CHiC: To hail the blending TEA, TASTE, and the TWIST OF CULTURES, BOBA CHiC is the first brand in the bubble tea industry of Taiwan to feature its own electronic dance music jingle in brand promotion.
Winning this award means a lot to me and BOBA CHiC. Even though that is not the first time to win international award, this is my first time to win a ward of website design. Winning the award really encourages me to keep developing more visual and graphic design to refresh my consumers' market.
I used to be a career military officer and my management philosophy was inspired by leading an army. This is why I have endeavored to put what I have learnt into practice in business management. Besides, I also have my incomparable way of management, that is, practice what you preach. I would clarify the thorough steps and process and execute a task first by herself in order to let the team follow and carry out afterwards. This is how I makes myr leadership convincing to the team, raises execution efficiency, allows the company to operate efficiently, builds team spirit, and reduces turnover rate.
1. Clear direction 2. Encouraging differences in opinions 3. Decision making 4. Efficient use of ideas 5. Execution
Marketing Efficiency : Bubble milk tea is viewed as a traditional industry in Taiwan so that a lot of business models are very conventional. However, I have realized that marketing and packaging are two important elements in this ever-changing world. I have rearranged various marketing resources, rebuilt the company’s image hoping to let worldwide customers know good products, made by BOBA CHiC.
Due to the pandemic, I change the marketing strategy. I used to sell my branding as a bubble tea franchise, but I close the bubble tea franchise channel development, I change my channel to online shop, I stared to do E-commerce business. I redesign our product line, packaging, then I open my own online shop, and on the international E-commerce platform, such as Amazon in USA, Rakuten in Japan.
People love bubble tea, and more and more people would like to drink teas, because of the healthy concept development. I supply not only tea, bubble tea products, but also provide more trend ideas of the industry.
Live in the present!