Emily Chu’s path to entrepreneurship took a significant turn after years working as an architect and managing asthma with medication. After five years designing Build-To-Order projects for Singapore’s Housing Board, Chu relocated to New Zealand in 2014 to pursue an MBA, a move that ultimately reshaped her views on nutrition and health.

While studying at Victoria University in New Zealand, Chu noticed a remarkable improvement in her asthma symptoms after cooking meals from whole, natural ingredients. This personal health transformation led her to examine the ingredient lists of many processed foods, where she found unsettling additives and preservatives. “I was horrified by the ingredients in some of the common foods and snacks I used to love,” Chu recalled.

Following her graduation, Chu was offered an opportunity to lead the expansion of Kuhlbarra, a barramundi fish brand, into the Hong Kong market. Her time in Hong Kong provided insights into the food production and distribution industries, exposing her to industry practices that often obscured product quality.

Motivated by her experiences, Chu returned to Singapore in 2018 and founded Hey! Chips, a clean-label snack brand focused on natural, simple ingredients. The company’s gluten-free vegetable and fruit crisps contain no added sugar, coloring, or preservatives. In 2022, her husband, Hayden Wu, joined the venture, and the couple now balances their business with raising their two-year-old son.

Chu has been heavily invested in the growth of Hey! Chips, both financially and personally. The business, largely funded by personal savings, represents her highest-risk investment. Aside from entrepreneurial commitments, Chu has pursued extensive self-education in finance, project management, and technology, including passing the Chartered Financial Analyst (CFA) Level 1 exam and completing courses in Python and artificial intelligence to boost operational efficiency.

Early challenges included a costly misstep in marketing strategy. Chu spent approximately S$100,000 on pop-up events, believing they would accelerate brand recognition and sales. However, despite selling over 50,000 packs during that period, the approach proved unsustainable due to high costs and insufficient brand recall. Chu subsequently shifted focus to digital marketing channels.

A pivotal move for Hey! Chips was securing distribution in mainstream supermarkets. Entering these channels demanded an investment exceeding S$100,000 and overcoming skepticism from buyers familiar with similar products that had failed. The founders adopted a rigorous approach, personally restocking shelves weekly and organizing sampling promotions. This strategy ultimately proved successful, contributing to three consecutive years of profitability for the company.

Chu’s journey reflects a commitment to creating health-conscious food options rooted in personal experience and meticulous business management. While her childhood dream was to become a pianist—a goal she pursued seriously before shifting focus—she now finds fulfillment balancing family life and running her growing snack brand in Singapore.