Meet Cindy, the supermom behind Yoboseyo Superette!

?? Celebrating Working Moms! ???

This Mother’s Day, we would love to honor Cindy and all the incredible working moms out there. Your dedication, love, and hard work inspires us every day. Wishing you an incredible Mother's Day filled with joy and appreciation. ???

Located in the heart of Little Tokyo, Yoboseyo Superette has quickly become a beloved retail destination. The store offers an eclectic array of delectable food and drink options, along with a delightful selection of elegant yet cute and quirky lifestyle products.

We had the pleasure of sitting down with Cindy, the passionate owner of Yoboseyo, to delve into her entrepreneurial journey and the joys and challenges of running a thriving retail business.

From Restaurant Marketing to Entrepreneurship

Cindy’s journey as an entrepreneur began after dedicating eight years to restaurant marketing at Chaya. She joined James in building Coffee Dulce, and the experience ignited their entrepreneurial spirit, leading them to explore new opportunities, and ultimately launched the vibrant Yoboseyo Superette.

The previous resident of this location — Bicycle Coffee sadly ran out of business during pandemic, and Cindy and James took over the space. The space was originally acquired to roast their own beans for Dulce.

As they contemplated the vast and beautiful store front, Cindy’s vision emerged — she has been dreamed of opening an elevated corner store that catered to the diverse needs of their beloved Little Tokyo community.

Curating Values in Product Selection

At Yoboseyo Superette, Cindy holds a commitment to offer products she genuinely enjoys. The store takes pride in supporting AAPI brands, nurturing small and emerging businesses, and fostering connections with local entrepreneurs. For Cindy, the people behind the products are just as important as the products themselves. She gravitates toward collaborations with teams that demonstrate exceptional communication, loveliness, and an unwavering commitment to enhancing their offerings.

Embracing a Diverse Customer Base

While Cindy initially anticipated that Yoboseyo’s customer base would predominantly comprise AAPI shoppers due to its location in Little Tokyo, she was pleasantly surprised by the area’s diversity. Yoboseyo attracts a broad range of customers, including working-class residents in nearby apartments and weekend tourists. The store’s unique design aesthetic, fun-flavored snacks, and captivating lifestyle products appeal to this diverse audience, contributing to its success.

Conquering the Hurdles of Retail Business

Sourcing the perfect products used to be a lot of work — lots of researching and networking. However, as the store’s reputation grew, brands began to come in organically, saving time and effort.

Nonetheless, the retail landscape remains a realm of gradual progress, requiring perseverance and resilience.

Balancing their responsibilities became even more intricate with the arrival of their newborn. Cindy fondly recalls the challenges of being a #Momboss, navigating the world of business without traditional maternity leave.

Looking Ahead: Yoboseyo’s Vsion

Yoboseyo Superette envisions expanding its footprint and tailoring offerings to suit the preferences of college students, exploring the potential of a presence in USC Village.

While cherishing the essence of their brick-and-mortar store, Cindy and James also recognize the importance of embracing the digital landscape. They plan to build an e-commerce marketplace, serving a wider audience and becoming the go-to online destination for all specialty AAPI goods.

As Mother’s Day approaches, let us celebrate the incredible working moms who inspire us every day. Make this Mother’s Day truly special by visiting Yoboseyo Superette. Explore their delightful array of food, drinks, and unique lifestyle products, and find the perfect warm gift for Mom.

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