Xiao Chi Jie (XCJ)

Originally established as a physical restaurant named Xiao Chi Jie in Bellevue, Washington, in 2018, the company has transitioned into a significant direct-to-consumer (DTC) and retail presence in the consumer packaged goods (CPG) market. The founders, husband and wife Caleb Wang and Jennifer Liao, are second-generation Chinese Americans who initially started the venture to make their favorite authentic Chinese street foods more accessible in the United States. Liao's background is in the health tech industry, while Wang previously worked in finance. The initial restaurant was an immediate local success, driven by word-of-mouth on platforms like WeChat.

The pivotal shift in their business model occurred in 2020 due to the pandemic. Faced with indoor dining closures, and recognizing that their signature soup dumplings were unsuitable for standard takeout, the founders began freezing and delivering them locally. This experiment revealed a substantial untapped demand, which quickly grew from local deliveries to nationwide shipping inquiries. This led to the official launch of the DTC business in late 2020, focusing on delivering restaurant-quality frozen Chinese food directly to consumers' homes. The company's growth was substantial, with revenue increasing fivefold between 2020 and 2021. In 2023, the brand was renamed MìLà, which means "honey and spice" in Chinese, to better reflect its expanding product line and to be more accessible for a broader retail audience.

MìLà's business model is now omnichannel, combining a robust DTC e-commerce platform with a growing retail segment. Revenue is generated through the sale of frozen goods, sauces, and related accessories online and through partnerships with major retailers like Costco, Target, and Whole Foods. The company has successfully raised over $30 million in venture capital to fund this expansion, with notable investors including Imaginary Ventures, actor Simu Liu, and the founder of Dang Foods. Their core product is the xiao long bao, or soup dumpling, which is handmade, flash-frozen to preserve quality, and designed to be steamed at home in approximately 10 minutes. The product line has since expanded to include various noodle kits, potstickers, Chinese BBQ skewers, sauces, and even dessert dumplings and ice cream.

Keywords: frozen dumplings, direct-to-consumer food, Chinese cuisine, CPG food brand, soup dumplings, xiao long bao, Asian-American founded, restaurant-quality frozen meals, DTC e-commerce, food and beverage, MìLà, Jennifer Liao, Caleb Wang, Chinese street food, ready-to-cook meals, nationwide food delivery, authentic Chinese food, food startup, Imaginary Ventures, Simu Liu