Asian grocery start-up Weee draws shoppers with tradition, tech and a dash of Hollywood

• Grocery start-up Weee wants to make online food shopping more fun and immersive by showcasing videos and sharing stories behind the ingredients that it sells.
• The company, which sells Asian and Hispanic groceries, hired “Crazy Rich Asians” director Jon M. Chu as its chief creative officer earlier this year.
• The start-up encourages shoppers to share what they order on social media or post videos of favorite foods and recipes through a TikTok-like feature in its app.
• https://www.cnbc.com/2022/05/20/weee-taps-crazy-rich-asians-director-jon-m-chu-in-push-for-grocery-growth.html
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