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.
Online grocery start-up Weee specializes in hard-to-find foods from Asian and Hispanic cuisines. It nabbed another kind of rarity earlier this year: A big Hollywood name in its executive suite.
The company hired Jon M. Chu, director of “Crazy Rich Asians” and the film adaptation of Lin-Manuel Miranda’s “In the Heights,” as its chief creative officer. Chu is bringing his storytelling expertise from the movies, in which food and culture play a central role, to an in-house team of about 10 people that spotlights unique dishes and the ingredients needed to make them — sold on the ever-expanding Weee online platform.CNBC