We recently connected with Li Liu and have shared our conversation below.

Li, looking forward to hearing all of your stories today. We’d love to hear the story of how you went from this being just an idea to making it into something real.

The idea of starting a milk tea brand didn’t come to me overnight. It was more like a slow brew, growing from my love for milk tea and a deep appreciation for tea culture. Despite my background in spatial design, the thought of creating a place where people could enjoy truly authentic milk tea kept popping up in my mind. This wasn’t just about opening another shop; it was about sharing a piece of culture I believed in.

For a long time, this idea was just that—an idea. Starting a business seemed daunting, with so many things to consider beyond just the concept. It stayed on my bucket list, a ‘someday’ dream. That is until a college friend of mine, who grew up in a family with a strong tea background in Taiwan, reached out. He was looking to start something that captured LA’s unique spirit but stayed true to authentic tea culture. It felt like the stars aligning.

We both agreed from the start: if we were going to do this, it had to be about more than just profit. It was about creating something we could be proud of, something we’d enjoy ourselves. We wanted our milk tea to be healthy, authentic, and a true representation of the culture we admired. So, in early 2020, we got to work.

Finding the right tea was our first big challenge. The market was flooded with options, but we were picky. We wanted our teas to be as authentic as they come, with no artificial flavors. After a lot of tasting and research, we settled on four types of tea. These weren’t just any teas; they were the ones we believed truly represented the best of what we wanted to offer.

Next up was branding. This wasn’t just about logos or colors; it was about capturing the essence of our vision. We spent over a year tweaking and refining our design, from the packaging to the shop itself. Every detail needed to tell our story, to invite people into the world of authentic milk tea we were so passionate about creating.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi, I’m Li. I work as a creative director and designer, focusing on branding and creative strategies for clients across various industries like fashion, lifestyle, music, and architecture. My job is about transforming abstract ideas into tangible experiences. To me, design isn’t just about aesthetics (though that’s certainly important). It’s fundamentally about problem-solving, storytelling, capturing the essence of a brand, and crafting memorable experiences.

I take the time to really understand the unique story behind each client. This approach helps me develop branding and creative directions that resonate on a deeper level. I’m passionate about building projects from the ground up—every new project feels like nurturing a new creation, with the goal of bringing each vision to life in a meaningful and impactful way.

One of the projects I’ve been involved in over the last three years is LT9, a tea brand we launched last September. LT9 isn’t just any tea brand; it’s a lifestyle brand dedicated to delivering the best, most authentic tea experiences. We specialize in tea-infused beverages, like milk tea and fruit tea. I’ve always been a fan of milk tea myself, enjoying the simple pleasure it brings with each sip. However, I was conscious of the fact that many products on the market contain questionable ingredients and aren’t the healthiest choices. My dream was to enjoy milk tea without compromising my health, so I always imagined starting a brand that could offer just that.

Turning this idea into a reality was a challenge, as starting a business involves more than just design—it’s about addressing every aspect of running a company. This dream remained on my bucket list until an opportunity presented itself. A college friend of mine, with a strong background in the tea industry in Taiwan, proposed starting a new brand together. With his expertise and our shared vision, everything just clicked.

Our mission with LT9 is to elevate the milk tea experience. The brand name, inspired by ‘L-Theanine,’ the relaxing component found in tea, reflects our commitment to balance and quality. We’ve spent over two years researching, sourcing, and experimenting to develop the perfect product. Our goal is to ensure that each cup of tea we offer tells a story of quality, health, and transparency, embodying the essence of “Mother Nature’s finest, steeped in LA sunshine, poured with California love.”

What’s a lesson you had to unlearn and what’s the backstory?

One major shift I’ve navigated in my career is letting go of the idea that things need to be perfect before they’re shared. It’s a common pitfall for those of us with a creative streak; I’ve definitely been there, caught up in making every detail flawless. This quest for perfection has been a companion of mine since my school days, often leading me to hold back my work out of fear it wasn’t “ready” or good enough.

But, here’s what I’ve learned: the magic happens when you share your work, not when you keep it hidden, waiting for that elusive moment of perfection. Early on in my career, my fixation with getting everything just right caused me to miss important deadlines. It was a hard pill to swallow, realizing that this obsession was more of a hindrance than a help. Keeping my ideas and projects to myself, locked away in my own head, meant missing out on invaluable feedback.

Opening up, sharing work in progress, and actively seeking out feedback turned out to be the real game-changer. It’s in this exchange—this vulnerability of presenting unfinished work—that growth happens. This approach has reshaped how I see my creative journey. It’s about progress, not perfection. By welcoming the process of evolution and the lively back-and-forth of ideas, I’ve not only become a better creator but also a stronger communicator and collaborator.

This evolution in my mindset highlights the power of openness and adaptability in creative work, teaching me the importance of embracing the journey, with all its imperfections, as a pathway to improvement.

Has your business ever had a near-death moment? Would you mind sharing the story?

Starting a business comes with its challenges, and ours was no exception. In the early days, my business partner and I stood at a crossroads:should we bring in external investors or steer the ship ourselves? Opting for the latter, we chose control over our brand’s direction over the allure of more cash in hand. This decision wasn’t made lightly, especially since our pockets weren’t exactly deep at the start. But our vision was clear – we wanted to create a brand that stood out for its authenticity and passion, not just as another startup chasing after numbers. Investing our own savings, we dove into making our dream a reality, pouring everything into sourcing, design, space creation, and product development. We quickly learned that passion doesn’t shield you from financial realities. Bills piled up, leading to halted processes and a scramble for funds through side hustles and loans from friends and family. Despite the advice to ‘be realistic’ and ‘work within our means,’ we remained true to our vision of reinventing the tea-drinking experience with a brand that was innovative and vibrant.
Our soft launch in September was a leap of faith. The shop wasn’t fully ready – unfinished construction and a tight budget meant we were opening doors with more hope than cash. Yet, we believed in our product and saw the soft launch not just as a revenue opportunity but as a chance to gather invaluable customer feedback. Initially, business was slow, with daily sales barely hitting $100, mostly from friends and family. Despite the challenges, we handled everything—tea crafting, importing, logistics, design, even construction and cleaning, you name it.It was an all-hands-on-deck effort, with some of us leaving stable jobs to dedicate ourselves fully to the business. The countless days and nights spent in the store, the relentless drive to improve, left us with no days off.often pulling 24-hour shifts without a day off.
Despite these challenges, we started seeing a glimmer of hope through positive feedback and returning customers. This validation, even without profit, was incredibly rewarding. People recognized the genuine effort and passion behind our work. Now, over six months in, the business is flourishing. We’re able to expand our team and invest more into the brand, continually improving and growing. Looking back, it’s the unwavering support of loved ones and our own determination that carried us through. It’s a reminder of how far we’ve come and the power of staying true to your vision.

Contact Info:

• Website: https://www.lt9.la/
• Instagram: https://www.instagram.com/lt9.la/
• Yelp: https://www.yelp.com/biz/lt9-tea-blends-pasadena-pasadena