MìLà began as a beloved restaurant in Bellevue, Washington, serving authentic Chinese street food under the name Xiao Chi Jie. Led by Jen Liao and her husband Caleb Wang, it became a local favorite for its pan-fried soup bao and regional dishes. But when the pandemic hit, the team pivoted quickly, moving from brick-and-mortar to frozen CPG almost overnight.

Their approach was practical and scrappy. "We just got started with that, a Google form, a PayPal link, and just started to send it to different groups," Jen recalls. Demand grew rapidly, turning ten bags of soup dumplings into hundreds. MìLà found its product-market fit quickly, proof that testing small before scaling can de-risk big moves.

With momentum building, MìLà expanded and is now sold in thousands of retail doors nationwide, and has raised over $30 million in venture capital. It's a clear lesson: adapt fast, validate early, and leverage community.

Scaling Without Compromise

Transitioning from handcrafted dumplings to national distribution was a challenge, but MìLà refused to cut corners. What began with hand-mixed dough and small freezers evolved into industrial mixers and blast freezers, designed to preserve quality without sacrificing scale. "When you have equipment, it’s not like one touch, set it, and forget it," Jen explains. Every aspect, from dough consistency to filling texture, was meticulously tested. 

The brand's commitment to quality paid off. Today, MìLà’s soup dumplings are known for delivering restaurant-quality taste straight from the freezer. This focus on authenticity and consistency is what sets them apart on grocery shelves. MìLà’s journey is a case study in scaling without losing the heart of your product.

Brand Evolution and Strategic Positioning

As MìLà grew, it became clear that its original name, Xiao Chi Jie, wasn’t built for national recognition. The rebrand to MìLà wasn’t just about simplifying the name, it marked a shift toward a broader vision. "The restaurant name... it was a local restaurant for people in the community who knew exactly what they wanted," Jen explained.

The name MìLà, meaning "honey and spice," symbolized the brand's goal of bringing Chinese flavors to American households. This shift positioned them as a leader in frozen Chinese cuisine, opening doors to national distribution and stronger brand recognition. Launching the new brand at Expo West validated their decision as shoppers immediately connected with MìLà's new look and mission.

Retail Expansion and Advertising Strategy

MìLà's move into retail was not just about getting on shelves, it was about staying there. The team took a methodical approach to retail partnerships, starting with local markets like QFC and Wegmans before expanding nationwide. "We wanted to prove we could win locally before trying to go national," Jen shared. That strategy paid off. As demand grew, MìLà built strong relationships with regional chains, proving its velocity and consistency.

To support its retail expansion, MìLà leaned into advertising. Their approach was a mix of organic and paid strategies. "We tested everything on social media first," Jen explained. MìLà used platforms like Facebook and Instagram to gauge interest and refine messaging before scaling to broader campaigns. This agile testing method allowed them to fine-tune ads and understand what resonated with consumers.

MìLà also invested heavily in storytelling through digital platforms. User-generated content (UGC) played a key role in building trust and authenticity. "It was amazing to see how quickly people embraced the experience of cooking MìLà at home. They shared everything from their first steam to family gatherings and it created this wave of community," Jen noted. The brand used this momentum to drive in-store purchases, reinforcing its messaging through digital ads that targeted consumers near partnered grocery stores.

Storytelling and Strategic Partnerships

MìLà's growth strategy centered on authentic storytelling. From the start, they leaned into real consumer experiences to build trust and community. User-generated content (UGC) played a key role, showcasing how customers enjoyed MìLà's dumplings at home. People shared their cooking techniques, favorite sauces, and family moments with MìLà products, turning everyday customers into brand ambassadors. "When people saw others making our dumplings at home, it created this ripple effect," Jen noted.

MìLà also maximized its social media presence on Instagram and TikTok, offering behind-the-scenes looks at production, R&D, and team culture. "We wanted people to feel like they were part of the journey," Jen shared. This transparency made the brand relatable and built trust with its audience.

A major breakthrough came with Simu Liu, star of Marvel's Shang-Chi, joining as Chief Content Officer. "We found someone who knew someone who knew someone to get him a package," Jen said. His parents tried the dumplings, loved them, and Liu became an investor. His involvement wasn’t just a celebrity endorsement, it was a genuine connection that resonated with MìLà's mission to bring authentic Chinese flavors to American households.

Liu's platform amplified MìLà's storytelling. He shared his favorite dishes, his family's reactions, and even did live cooking sessions. His connection to the brand was authentic, driving cultural pride and awareness for MìLà's products. MìLà's approach is clear: focus on authenticity, leverage community-driven content, and partner with voices who align with your brand's mission. MìLà demonstrated that storytelling isn’t just a marketing tool, it’s a driver of growth.

What’s Ahead

MìLà’s journey from a local restaurant in Bellevue to a national name in frozen CPG is a testament to resilience, strategic pivots, and the power of community-driven growth. By starting small, validating demand, and refusing to compromise on quality, MìLà found its way onto grocery shelves across America. Their rebrand symbolized a larger vision, while partnerships like the one with Simu Liu helped tell their story on a global stage.

MìLà's success is proof that with the right foundation product authenticity, adaptability, and a strong brand narrative small beginnings can lead to massive growth. For founders navigating their own paths, MìLà stands as an example of what’s possible when you stay true to your product and your mission.