Sessy Collabs: The Creator Capsule Engine
Premium Asian-American Food × Creator Culture
THE THESIS
We Built the Brand. Now We're Building the Engine
Phase 1: Foundation Built
Three hero SKUs launched. Esther Choi's brand anchoring the product. DTC channel live. Community forming around the Sessyverse. Proof that the premium Korean pantry has a customer. And proof that Creators, like Esther can be unlocked & sell food CPG to their true fans.
Phase 2: Platform Unlocked
The Creator Capsule Engine activates. Limited-edition 3-SKU drops tied to individual creators. An LVMH-
inspired scarcity model applied to food. The brand scales beyond the founder - every capsule is a new
audience, a new story, and a new brand we own.
inspired scarcity model applied to food. The brand scales beyond the founder - every capsule is a new
audience, a new story, and a new brand we own.
Sessy built the brand. The capsule engine scales it beyond the founder.
MARKET OPPORTUNITY
$250B in Creator Commerce.
Zero Infrastructure for Asian Food.
$250B
Global Creator Economy
Creators are building businesses, not just audiences. But while Pietra serves fashion and Spring serves merch, nobody has built the infrastructure for creator-led food brands.
5.12x
ROAS for Creator-Led Brands
Creator endorsements outperform traditional advertising by 5x. The trust between creator and audience converts directly to purchase intent: and food is the most shareable category on social.
95%
of Creators Want Product Ownership
They're tired of sponsored posts and affiliate links. They want equity in what they sell. Sessy Collabs gives them that: a 15% royalty on every unit, content ownership, and a brand they helped build.
Pietra serves fashion. Spring serves merch. Almost nobody serves food. Sessy Collabs is the infrastructure for creator-led food brands.
CULTURAL TAILWIND
Korean Cuisine Is Having Its American Mainstream Moment.
The Numbers
$37.2B
Global Korean Food Market
18.4%
Fastest-growing cuisine segment
CAGR
CAGR
The Culture
- K-drama streaming at all-time highs
- TikTok Korean food content: billions of views
- Gochujang on every major grocery shelf
- Korean BBQ restaurants up 45% in 5 years
- Gen Z identifies Korean food as "aspirational everyday"
THE BRAND ANCHOR
Esther Choi: The Chef Who Already Proved She Can Sell at Scale.
The Proof Points
Netflix | Food Network | HBO | First We Feast
767K+ | Social media followers
$5.5M | Walmart sales
28 Episodes / 28.2M+ Views | Heat Eaters series (as of February 2026)
Esther serves as Phase 2's quality gatekeeper: not a capsule creator. Every product carries her chef's approval.
THE PIPELINE
We've Already Cooked Together. Now We're Building Together.
Bobby Flay
2.1M followers
Simu Liu
3.4M followers
Suni Lee
4.2M followers
Uncle Roger
8.9M followers
Stray Kids
12M+ followers
Alex Albon
2.3M followers
Gabriel Iglesias
5.1M followers
Alton Brown
1.2M followers
We've already cooked together. Now we're building together.
THE MODEL
The LVMH Model Applied to Food: Limited Drops, Forced Scarcity, Creator-Led Storytelling.
Scout
Identify creator with audience fit + cultural alignment
Develop
3-SKU R&D, $8–12K investment, Esther quality gate
Gate
50%+ pre-order threshold required to proceed
Produce
18,000 units hard cap, co-packer fulfillment
Drop
Biannual SS/FW seasonal release cadence
Monetize
Keep, license ($500K+), or sell the brand
The pre-order gate eliminates inventory risk. We only produce what's already sold.
THE PRODUCT FORMAT
Three Products. One Story. Chef-Approved.
Hero Edible
The signature product. Creator's name, story, and flavor profile. The centerpiece of every capsule drop.
High-margin anchor
Pantry Staple
Shelf-stable, repeat-purchase product. Drives LTV and subscription potential. The everyday item in the capsule.
Repeat purchase driver
Food-Adjacent
Rounds out the capsule story. Could be a tool, condiment, or lifestyle item. Elevates the unboxing experience.
Experience completer
Every product in every capsule passes Esther Choi's quality gate before it ships.
LAUNCH ROADMAP
Three Seasons to Prove the Model: Pilot → Validate → Scale.
SS27 - Spring/Summer 2027
Danny Kim Capsule: Pilot
Bundle price: $72 | Strategic purpose: Prove the model with a food-native creator. Establish baseline unit economics and pre-order mechanics.
Pilot Season
FW27 - Fall/Winter 2027
Athena Calderone Capsule: Thesis Validation
Bundle price: $98 | Strategic purpose: Prove premium pricing power with a lifestyle creator. Validate non-chef thesis. Toasted Sesame Finishing Salt as hero SKU.
Thesis Validation
SS28 - Spring/Summer 2028
Four Capsules: Scale Season
Awkwafina (Lum's Legacy, $89) + Bobby Flay (Seoul-Southwest, $78) + 2 TBD creators | Strategic purpose: Prove the engine at scale and Taste Data Capture
Scale Season
THE NON-CHEF THESIS
The Best Food Brands Aren't Built by Chefs. They're Built by Audiences.
Charli D'Amelio × Dunkin'
+57% App Downloads
A non-chef creator drove more downloads than any chef partnership in Dunkin' history.
MrBeast Feastables
$250M Revenue
$0 in paid advertising. Pure creator-audience trust converted to food sales at scale.
Travis Scott × McDonald's
$20M in Merch
Cultural cachet, not culinary credentials, drove one of McDonald's most successful collabs ever.
Why Non-Chefs Win
Broader, more diverse audiences
Higher emotional trust with followers
Food = aspirational lifestyle, not expertise
More authentic storytelling potential
CREATOR ECONOMICS
15% Royalty for Everyone. Simple, Democratic, Attractive.
15% Flat
Same royalty rate regardless of tier: democratic and transparent
All Content Owned
Sessy Collabs retains all content rights: builds compounding asset
Upfront + Royalty
Creators earn on day one and on every unit sold: aligned incentives
THE CAPSULES
Bespoke Capsules, Chef-Approved Quality, Premium Margins.
Danny Kim
Nashville Heat Capsule
$72 Bundle | 67% Gross Margin
Pilot capsule — food-native creator
Athena Calderone
Dinner Party Capsule
$98 Bundle | 75.8% Gross Margin
Hero SKU: Toasted Sesame Finishing Salt
Awkwafina
Lum's Legacy Capsule
$89 Bundle | 66% Gross Margin
Non-chef thesis validation
Bobby Flay
Seoul-Southwest Capsule
$78 Bundle | 68% Gross Margin
Chef × Korean fusion
All capsule concepts are illustrative. Final products subject to creator collaboration and Esther Choi quality approval.
UNIT ECONOMICS
Pricing Power Is the Lever. Same 18,000 Units - 2x More Contribution at Premium
Gross Contribution = Revenue net of COGS, fulfillment, and creator royalties.
Key Insight: Pricing power is the lever, not volume. Every capsule sells the same 18,000 units — premium positioning multiplies contribution.
5-YEAR FINANCIAL MODEL
From 2 Capsules and $2.9M to 18 Capsules and $31M+ by Year 5.
Key KPIs by Year 5
- 188K cumulative customers
- 50% repeat purchase rate
- 45x LTV:CAC ratio
- 1,200 content pieces owned
- Operating cash flow positive from Y1 ($745K)
- Self-funding from Year 2
- Y1 external capital gap: $55K only
- Y5 ending cash: $42.9M
Cheat sheet: 18 capsules × 18,000 units × premium pricing = a self-funding content and product empire.
THE LICENSING PLAY
Every Capsule We Launch Is a Brand We Can License.
Path A
Keep It
Retain the brand, continue selling, build long-term equity. Best for high-performing capsules with strong repeat purchase rates.
Long-term equity play
Path B
License It
License the brand to a CPG partner for $500K upfront + 4% ongoing royalty. 95%+ margin on licensing revenue.
$500K + 4% royalty
Path C
Sell It
Sell the brand outright to a strategic acquirer. Each capsule is a proven, data-rich brand asset with documented sales history.
Strategic exit optionality
$2.79M
Projected licensing revenue by Year 5
95%+
Gross margin on licensing revenue
THE CONTENT ENGINE
Zero Paid Ads. Creator Content Drives Every Dollar.
Creator Content
Authentic storytelling from creator's audience
Social Amplification
Organic reach across creator's platforms
Pre-Order Demand
Audience converts to pre-orders before production
Sellout Drop
18,000 units sell through at launch
Cross-Pollination
Each creator's audience discovers other capsules
$0
Paid media spend
100%
Content owned by Sessy Collabs
1,200
Content pieces by Year 5
ASSET-LIGHT OPERATIONS
No Factory, No Warehouse - Just Great Products and a Pre-Order Model.
Supply Chain Flow
Private Label Network, with Multinational Distribution | Flexible manufacturing, no owned equipment
ShipB3PL | On-demand fulfillment, no warehouse lease
Customer | Direct-to-consumer, no retail middleman
Traditional CPG vs. Sessy Collabs
Operating cash flow positive from Year 1 ($745K). Self-funding from Year 2. Y5 ending cash: $42.9M.
65–70%
Gross margin
$6.50
Fulfillment cost per unit
<90 Days
Cash cycle
THE TEAM
A Chef, a Creative, and an Operator Walk Into a Korean Kitchen...
Esther Choi (CEO / cofounder)
767K+ social following, $5.5M Walmart sales track record, and frequent Today Show, GMA & Food Network guest.
Jean Pyo (CCO / cofounder)
Brand architect behind Sessy's identity, with a track record in CPG, NYC restaurants, and Asian-American influencer partnerships.
Yannick Crespo (COO / cofounder)
Finance, Operations, CPG expertise. Previously in hospitality, health, and travel tech sectors.
Advisors
Vanessa Pham
Advisor
Harvard · Ex-Bain CPG Practice · Forbes 30 Under 30 · Co-founded Omsom (5M+ units, Whole Foods + Target, acquired 2024).
Kim Pham
Advisor
Co-founded Omsom · First female president Tech@NYU · Founding partner Dorm Room Fund & First Round Capital · 20B+ press impressions.
built a premium Asian food brand from DTC launch through national retail distribution.