That’s a real personal place. … A lot of Asian-Americans, growing up, we kind of live double lives. We had our refrigerators at home and the way we ate at home, and then we went to school and we couldn’t really show that food because it was real stinky and stuff like that.
When you’re going through that whole puberty/teenage angst … you don’t want to show that. Chego was my vision to show that food, to open the refrigerator, to show it to the world, and then make these rice bowls that were under $10. So it was also a platform to create great, delicious, healthy fast food that’s affordable.
Read more highlights, listen to the full interview, or read the introduction of his book here.