Building a food brand typically means heavy startup costs, expensive equipment, and significant risk. But Rita Kim took a different path when launching Mochi Donuts, proving that passion and creative thinking can overcome traditional business barriers. After falling in love with mochi donuts during a trip to Japan, she built her brand by challenging standard industry practices and focusing on smart, sustainable growth.
Falling in Love with Mochi Donuts
A single taste changed everything for Rita. “I fell in love with the donut within the first bites,” she recalls, laughing about an old Instagram story where she declared “whoever created this donut was a genius.” This wasn’t just a passing fancy – it became the foundation for her quality standards. “I’m a consumer myself. If I spend $4 for a donut, I do want to receive something that will satisfy me.”
Here’s how Rita keeps a positive mindset to tackle business-related problems:
Skipping Costly Startup Methods
Rita quickly realized the usual advice about starting a food business didn’t make sense for her. “When we grow up, we have our thinking shaped by school, TV, radio, social media, families, and friends telling us how to start a business – you got to rent a space, you got to buy the equipment,” she explains. “It’s too much pressure to start, especially if you haven’t had a business before.” Instead of saving hundreds of thousands for startup costs, she got creative. “You can find motivated sellers, failing businesses that already have the equipment you want,” she says. She points to clever solutions like sharing kitchen space: “A bakery that only opens from 8 to 3 – I can just come in from 3 to 8, share the rent with them.”
Overcoming Fear and Doubt
Rita’s biggest hurdle wasn’t business planning – it was overcoming fear. “We usually have all this fear: I’m afraid people will judge me, I’m afraid what if they say no, fear of rejection, fear of failure, fear of not knowing what to do,” she admits. But she learned something fascinating: “Human beings are born with only two fears – fear of falling and fear of loud noise. Every other fear is basically learned along the way.” This understanding helped her push through the tough early days. “If it doesn’t work the first time, it’s only a failure if you stop trying. Everything you do is a lesson,” she says. She even had to tune out well-meaning advice: “The moment I hit a bump, my parents would be like ‘can you go back to your old job?’ They just feed me more negative energy.”
Rita’s practical approach to handling rejection keeps her moving forward. “Time is the only thing that’s fair – everyone has the same amount. So, the only thing that sets us apart is how we use our same amount of time,” she explains. When facing potential investors, she stays detached: “I can email five different people asking the same question, basically just throw a net out and not be emotionally attached to it.”
Staying Organized for Success
Organization keeps Rita on track. “I actually got a planner – this is my new help,” she says. “It will cover everything from 6 AM to 11 PM. I have to write down exactly what I plan to do for the day, even sleep.” This system does more than keep her organized: “When I write it down, I get to declutter my mind. You only have so much capacity in your brain.” She makes small improvements daily: “I used to play games from 8 PM to midnight. But now I will take an hour out to read a book, or I will go to bed early at 11 instead.” These gradual changes add up to significant progress over time.
Through challenging standard business practices and maintaining fierce optimism, Rita has shown that building a successful food brand doesn’t require following the usual rules. Her story proves that with creativity, determination, and the right mindset, there’s always another way forward. Connect with Rita Kim via her website to follow her insights on building food brands and entrepreneurial mindset.
