# Founder Feature: Single Origin Soy Sauce and Award Winning Branding with Christine Liu and Clarissa Wei of HEYDOH

Page: https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/founder-feature-single-origin-soy-sauce-and-the-gap-nobody-filled-with-christine-liu-and-clarissa-wei-of-heydoh
Text version: https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/founder-feature-single-origin-soy-sauce-and-the-gap-nobody-filled-with-christine-liu-and-clarissa-wei-of-heydoh.md
Podcast: [The Startup CPG Podcast](https://stenobird.com/podcast/the-startup-cpg-podcast-1235739)
Published: 2026-06-05T07:00:00+00:00
Episode link: https://share.transistor.fm/s/73cc8722
Audio file: https://pscrb.fm/rss/p/pdst.fm/e/media.transistor.fm/73cc8722/326f10cb.mp3
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Duration seconds: 1807

## Resource

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…

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