Today, we’re looking at two surprising cases: Both founders are American, yet they turned Chinese traditions into amazing product ideas that really took off outside of China. Let’s take a closer look at how they pulled it off.
Old Formula. New Market. Big Results.
Viori is a US-based brand that built a business around a centuries-old tradition from rural China. Co-founders Bryce and Tszman discovered the idea during a study abroad trip, when they visited a small village in Guangxi and met women from the Red Yao tribe—known for their long, jet-black, never-cut hair. Their secret is the natural shampoo made from fermented rice water and herbs passed down through generations.
To locals, this ritual is nothing special. But to global beauty consumers, it’s a story worth paying attention to. And that’s the first insight: an information gap.
In China, the idea of rice-water shampoo isn’t exactly rare. You can find commercialized versions with rice water, tea seed oil, and herbs across mainstream shelves. But outside of China? It’s practically unknown. Viori recognized the opportunity:
- Built-in cultural differentiation
- Ingredient transparency: aligns with the rising demand for clean, additive-free products
- Authentic origin story with visual proof: ideal for driving organic content, community trust, and repeat purchase behavior
They source Longsheng rice directly from Red Yao villagers and purchase cosmetic ingredients from Chinese chemical suppliers. Then manufacturers in the U.S. to sell. On the brand side, they emphasize ethical sourcing—claiming to pay twice the local market rate for rice and pledging 5% of net profits to support community projects in Guangxi.
To scale, Viori leaned into TikTok and influencer marketing, collaborating with over 2,000 creators and generating 8M+ views. Honestly, the creators already had great hair. But after washing with Viori shampoo, blow-drying, and styling, it looked even smoother, shinier, and healthier on camera. That results drive conversions.
Tea for People Who Don’t Do Tea
Ever heard of tea resin? Don’t worry, most people in China haven’t either. It’s a traditional tea from Yunnan, made by simmering whole tea leaves into a solid concentrate, sometimes with flowers added for aroma. One tiny drop in hot water melts into a rich, layered brew. It’s compact, long-lasting. Cleaner than loose leaves, and purer than most tea bags.
In China, tea resin never really caught since traditional loose leaf has always been the go-to. But in other markets, it’s a different story. Most consumers don’t even know what a gaiwan is—let alone how to use one. That’s the gap Jesse is solving for. He’s offering a beginner-friendly tea experience for people who are curious but overwhelmed. And tea resin is perfect for that. It’s convenient, authentic, and comes in sleek metal tins that look like mint boxes—easy to carry, store, and use.
As an American entrepreneur who lived in China for years and understands both ends of the market, Jesse sources directly from producers. His team includes China-based staff who manage procurement and shipping. One of the biggest challenges in the tea business? Regulatory compliance. Though he has spent thousands of dollars securing product certifications across the US, UK, EU, and Canada. And even with everything in place, customs clearance can still be unpredictable.
Instead of pushy ads, the marketing leans into story-driven content: videos of tea being brewed, simple tea tips, and casual responses to follower comments. Employee-generated content also plays a key role, showing how they visiting producers in Yunnan, selecting teas firsthand, and building direct supply relationships.
That’s how modern consumers buy: First, they explore. Then, they trust. Finally, they buy. And once someone’s ready to make a purchase, the website experience keeps it simple: a short quiz helps match them with the right tea, and suggests whether they might need a teapot, a travel set, or even a tea pet.
The product is still rooted in its original culture, but it’s presented in a way that feels fresh, accessible, and relevant to today’s consumers. It lowers the barrier to entry and turns tea into a lifestyle product. A simple way to connect with friends, with nature, or just with themselves.
اشتراك
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