We caught up with the brilliant and insightful Daisy Huang a few weeks ago and have shared our conversation below.

Alright, Daisy thanks for taking the time to share your stories and insights with us today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

Yes, I am incredibly happy as a business owner. From a young age, I envisioned myself as a strong, professional businesswoman, leading with creativity and purpose. I held onto that dream, imagining the moments when I would bring ideas to life, build something of my own, and make a lasting impact. And now, here I am—happier than ever, deeply grateful for the journey that has brought me here. Of course, running a business is no easy task. Ensuring smooth operations, maintaining creative direction, and growing a brand all come with their challenges and pressures. But I never take any of it for granted. Even when it gets difficult, I see it as an opportunity—to learn, to solve problems, and to create something meaningful.
Before launching my own brand, I worked in marketing and creative direction at New Oriental and Vogue, roles that perfectly aligned with my passion. My time at Vogue shaped so much of who I am today. Every day, I was immersed in editorial shoots, fashion campaigns, digital content, and brand collaborations, ensuring Vogue’s creative vision remained bold, innovative, and trendsetting. One of the biggest projects I had the honor of working on was the Loewe campaign event. From event planning to the intricate details of the runway, performances, and curated experiences, I was deeply involved in bringing the vision to life. That experience taught me how to balance creativity with structure, artistry with strategy, and vision with execution—all of which now guide me as I build my first brand. Looking back, do I ever think about what it would be like to just have a regular job? Maybe for a fleeting moment when the pressure is high. But the truth is, I thrive in the unpredictability, the passion, and the ownership of my work. There is something deeply fulfilling about building something from the ground up, knowing that every challenge is mine to face, and every success is a reflection of my dedication. This is exactly where I want to be.

Daisy, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Daisy Huang, and I am the Co-Founder and Creative Director of Dashini, a brand built from a passion for art, business, and the joy of food. Dashini was born from a vision that food should be more than just nourishment—it should be an experience, a comfort, and a way to bring people together.Ever since I was young, I’ve been deeply passionate about creativity and entrepreneurship. Growing up in a family of business owners, I was naturally drawn to the idea of building something of my own. But beyond business, I always had a deep love for art, for storytelling, for aesthetics, for the way design can evoke emotions. Merging art and business was always my dream, and I knew I wanted to create something that reflected both.My journey, however, wasn’t always clear. When I was a college senior, I wasn’t sure exactly where life would take me. But one thing I knew for certain: I needed to create. I envisioned myself as a Creative Director, someone who could bring ideas to life in a way that resonates with people. That dream led me to Vogue, where I gained invaluable experience in brand building, visual storytelling, and crafting experiences that engage people beyond just a product.
Building Dashini: From an Idea to a Lifestyle Brand
The inspiration for Dashini came when I discovered the grocery store sushi market—a space that felt functional but uninspired. While sushi was widely available, the presentation, branding, and overall experience lacked creativity and lifestyle appeal. I saw an opportunity to elevate sushi bento boxes into an art form, making them not only delicious but also a visually appealing, thoughtfully curated experience. With that vision in mind, my co-founder Nicole and I started Dashini from the ground up. We negotiated with large grocery chains, designed every detail of the brand, from color palette to packaging design, and worked tirelessly to build a product that stood out in both quality and aesthetics. Today, we are proud to own six sushi kiosk locations across Southern California, bringing our passion for beautifully crafted, high-quality sushi bento boxes to a growing community of food lovers.
What Makes Dashini Unique?
Dashini is not just another sushi brand, it is a celebration of food, creativity, and everyday moments. Here’s what sets us apart:
Aesthetic & Branding: Inspired by midcentury pop art and modern minimalism, Dashini’s design philosophy blends soft coral, cream, and earthy green with warm, inviting tones. These colors don’t just look good—they evoke appetite, freshness, and organic quality.
Quality & Craftsmanship: Every sushi bento box is carefully curated, with strict quality control to ensure consistency across all locations. Precision is everything—every ingredient is measured, every roll is assembled with care, and every bento is an experience.
A Fusion of Art & Business: My role as Creative Director isn’t just about visuals—it’s about building an identity that resonates. From branding to packaging to the ritual of enjoying a meal, Dashini is about turning food into an experience that sparks joy.
Serving a Purpose: We understand the hustle, long hours, busy schedules, and endless to-do lists. That’s why we craft meals that fit seamlessly into your day without compromising on quality, beauty, or taste. Our tagline, “Meals Made for Life’s Moments,” reflects this mission, because food is not just about eating, it’s about pausing, savoring, and enjoying a small moment of happiness.
The Future of Dashini
Building Dashini has been a journey of creativity, resilience, and passion. From starting with nothing to owning six thriving locations, I’ve learned that success isn’t just about business, it’s about vision, persistence, and staying true to what you love.For those just discovering Dashini, I want you to know that our brand is more than just sushi—it’s a reflection of artistry, quality, and the belief that even the simplest things in life deserve to be beautiful. Whether you’re grabbing a quick lunch or indulging in a thoughtfully prepared meal, Dashini is here to remind you that you deserve something made with care.I am incredibly proud of what we’ve built, and I can’t wait to continue growing this brand, one beautifully crafted bento at a time.

How did you build your audience on social media?

Building an audience on social media wasn’t about chasing numbers—it was about creating a world that people wanted to be part of. When I started, I knew I didn’t just want to post content for the sake of visibility; I wanted to tell a story, craft an identity, and build a brand that felt personal yet aspirational. In the beginning, I focused on visual storytelling—curating content that was not only aesthetically strong but deeply reflective of my brand’s identity. I treated every post as part of a larger narrative, a piece of a mood board that spoke to the world I was building. Whether it was behind-the-scenes moments, creative projects, or glimpses into my inspirations, I made sure everything felt intentional. But beyond aesthetics, what truly helped me grow was engagement and authenticity. Social media isn’t just a platform, iit’s a conversation that me connect with audiences. I interacted with my audience genuinely, responded to comments, shared insights about my creative process, and built relationships rather than just a following. I collaborated with like-minded creators and brands, making sure every partnership felt organic and aligned with my vision.
1️. Crafting a Strong Brand Identity
Before posting a single piece of content, I focused on brand consistency—our color palette, typography, photography style, and tone of voice all needed to reflect the warmth, elegance, and authenticity of Dashini. I wanted our audience to feel like they were stepping into a curated world of mindful eating, self-care, and appreciation for beautifully crafted food.
2. Creating Scroll-Stopping Visuals
In the food industry, aesthetics matters. Every sushi bento box is a work of art, so I ensured our photos and videos reflected that level of detail. High-quality images, engaging Reels, and behind-the-scenes content helped capture both the craftsmanship and the emotional connection to food.
3. Leveraging TikTok & Instagram Reels for Viral Growth
Short-form video content was a game-changer. ASMR sushi cutting, satisfying bento box assembly, and aesthetic plating videos performed exceptionally well. Day-to-day working vlog “satisfying sushi series”. People love seeing food being prepared—it triggers emotions, cravings, and engagement.
4. Engaging with the Audience & Building Community
Instead of just talking to our audience, we talked with them.
Polls & Q&As: We asked them what sushi flavors they wanted next.
Behind-the-Scenes Content: We showed the process of sourcing fresh ingredients, from picking out the avocados, to sourcing wildfishes. Packing orders, and running Dashini as a startup.
User-Generated Content: Encouraging customers to share their Dashini meals using a branded hashtag helped create social proof and authenticity.
5️. Collaborating with Micro-Influencers & Food Bloggers
Rather than paying big influencers, I partnered with micro-influencers (5K–50K followers) who had engaged audiences in the food, wellness, and lifestyle space. This created a genuine buzz, as people trusted real food lovers over overly polished advertisements.
6️. Limited-Time Drops & Exclusive Offers
To create urgency, we launched seasonal sushi bento boxes, making people excited to try exclusive flavors before they disappeared. I created four different seasons bento boxes limited edition which match the seasonal fishes and ingredients. Pre-orders and early-access perks kept our audience engaged and coming back.

Advice: At the end of the day, your audience isn’t just following a page, they’re connecting with a story, a lifestyle, an identity. All you have to do is to make it one worth remembering.

Any advice for managing a team?

As a new founder, I’ve come to realize that managing a team is just as crucial as the creative work itself. A business thrives not just on great ideas, but on the people who bring them to life. Over time, I’ve learned that owning a business is, at its core, about understanding and leading people. Without a strong, motivated team, even the best concepts can fall apart.
One of the biggest challenges in day-to-day operations is maintaining consistency, especially when working with a team of highly skilled, creative individuals. In the restaurant industry, standardization is key, yet chefs—who are naturally creative—often have the urge to innovate. Owning six stores at once means ensuring that every sushi chef follows exact recipes so that every roll, in every location, maintains the same quality. This is not about stifling creativity, but about preserving the trust and expectations of our customers. I don’t want a situation where one store serves a sushi roll packed with avocado, while another has barely any—it’s about delivering the same high-quality experience every time. Managing a team what I learned along the journey is listening, listening from different voices-customers, chefs, employees, store managers. Since our chefs and staff spend the most time in-store, their insights are invaluable. We actively gather their feedback, refine our processes, and collaborate to create new menu items. Every quarter, we hold a team-wide meeting, where each sushi chef gets the chance to craft their best version of a sushi roll. Through anonymous voting, we select new items to promote. This fosters creativity, inclusivity, and a sense of ownership within the team, making everyone feel valued and heard. As a leader, my role is not just to manage, more to inspire. I completely understand that my attitude directly influences the entire team, so I make it a priority to lead with passion, accountability, and a strong sense of responsibility. I also understand the seasonal nature of the sushi business—demand fluctuates depending on weather, holidays, and cultural trends. During slower seasons, I remind my team not to stress over low volume but to focus on maintaining quality, knowing that the busy season will come. There are factors beyond our control, and part of leadership is helping the team navigate these cycles without unnecessary pressure.
Ultimately, success is building a great team, negotiating with people. A team that feels valued, respected, and empowered will naturally work harder to uphold the brand’s vision. Everyone’s voice matters, and as their leader, I matter too.

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