Episode
Founder Feature: Single Origin Soy Sauce and Award Winning Branding with Christine Liu and Clarissa Wei of HEYDOH
- Podcast
- The Startup CPG Podcast
- Published
- Jun 5, 2026
- Duration seconds
- 1807
- Processing state
not_requested- Canonical source
- https://share.transistor.fm/s/73cc8722
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Summary
In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Christine Liu and Clarissa Wei, co-founders of HEYDOH — a single origin soy sauce brand built to fill a gap in the American grocery market. The global soy sauce market is worth $40–59 billion, yet there is not a single origin option on the shelves of America's largest grocery stores. HEYDOH is here to change that. Clarissa is a food journalist who has spent 15 years covering Taiwanese and Chinese cuisine and has been based in East Asia for eight years. Christine is a data scientist from big tech who originally said no to the idea — until a factory visit in Taiwan and her first sip changed everything. Together they run what they call a 24-hour company: Clarissa in Taiwan, Christine in Brooklyn, an introvert running marketing and an extrovert running numbers. Caitlin and the co-founders dig into the origin of HEYDOH, how consumer surveys shaped the product lineup, and the packaging disaster that led to a complete rebrand — and ultimately three Dieline Awards including Best in Food. They also get into the operational realities of shipping glass bottles, how a 25% breakage rate got fixed, and the creative shipping rate hack that helped them stay in the green on D2C. Listen in as they discuss: Why the $40–59B global soy sauce market has no single origin options in major US retailers — and how HEYDOH is filling that gap How Christine went from "absolutely not" to co-founder after one factory visit in Taiwan The consumer survey process that shaped the classic vs. silky SKU split — and why low sodium was a no-brainer The Robinhood-app branding disaster, the pivot to a studio, and three Dieline Awards including Best in Food Running a 24-hour company across time zones — and why the introvert/extrover…