The baker’s daughter bringing mochi to the mainstream
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When Vivian Wong wrote a bucket list after her father’s cancer diagnosis in 2004, she never imagined it would lead to a global dessert empire built around mochi ice cream. What began as a childhood memory of Japanese treats and a desire to honor her family’s entrepreneurial legacy evolved into Little Moons—a brand that went from a two-year recipe struggle with her father to a 500 million-view TikTok phenomenon. The viral moment came not from a paid campaign, but from a single video of a shopper on a supermarket adventure, capturing the pandemic-era craving for simple joy. Despite supply chain chaos during lockdown, the company scaled rapidly, now operating in 38 countries. Vivian credits her success not to grand ambition, but to a relentless focus on people and product—her team, her customers, and the craftsmanship behind every bite. Today, she runs a B Corp with a CEO handling operations, allowing her to reconnect with her brother as family again. The journey reveals a powerful truth: sometimes the most transformative business ideas emerge not from market research, but from personal loss, family love, and the courage to leave a stable career for something that truly sets your soul alight. The real magic wasn’t in the mochi—it was in the moment when a simple act of joy went viral and changed everything.
Write a bucket list after a life-changing event—Vivian started her business and got a dog on the same day after her father’s cancer diagnosis.
Use family as a foundation but define roles early—Vivian and her brother Howard used a personality test and hired a non-executive director to clarify their partnership.
Go viral by being present on platforms early—Little Moons became a TikTok sensation because they were active on the platform before it exploded.
Product quality and authenticity attract loyal customers—Little Moons uses real milk, cream, and fruit puree, and is B Corp certified for people and planet.
Pandemic lockdowns forced a pivot to retail—losing 50% of restaurant revenue pushed them to supermarkets, which became their lifeline.
…and 3 more takeaways available in PodZeus
From Bakery to Bucket List
“I wrote a bucket list. And the first thing was to start my own business and the second was to get a dog. I did both of those things on the same day.”
The Mochi Ice Cream Breakthrough
Vivian and her brother Howard develop the mochi ice cream recipe after traveling to Japan and America, facing two years of failed prototypes with her father’s help.
Restaurant Launch and Early Hurdles
The duo enters the restaurant market to educate consumers, facing skepticism from distributors who doubted a young woman’s startup would survive.
The Pandemic Pivot
With 50% of revenue lost from restaurants during lockdown, Little Moons pivoted to supermarkets, a move that proved critical for survival and growth.
The Viral TikTok Moment
“We've had 500 million views of our hashtag Little Moons. It was a very difficult period, but it was a period that changed your company.”
“I wrote a bucket list. And the first thing was to start my own business and the second was to get a dog. I did both of those things on the same day.”
“It's a good problem to have when you can't make enough product.”
“It was a very difficult period, but it was a period that changed your company.”
Host
Guest
Vivian Wong
person
Howard Wong
person
Little Moons
brand
TikTok
other
other
Yo Sushi
brand
B Corp
other
Tesco
other
Joanna Allen
person
PPE
product
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