Sessy → Where We Are
A snapshot of where Sessy stands → weeks before launch.
Launch Date
June 2026 → DTC live on eatsessy.com
Six Months
Concept → inventory in hand
KFC Singapore
Active conversation → APAC pipeline in the works (Lorraine + Jaslyn)
Walmart
Actively pursuing onboarding → 2027 target
Prepared by Yannick Crespo, Co-Founder & COO → May 17, 2026 → For Ed Ng
The Product is Real
All three core SKUs in hand. Manufactured in Korea by our heritage Korean production partner. Freight managed Korea → NJ at partner expense. Sessy carries cost only from NJ pickup forward.
Premium Korean Soy Sauce
NJ warehouse → ready to fulfill
Premium Toasted Sesame Oil
NJ warehouse → inbound
Vegan Gochujang Korean Chili Paste
NJ warehouse → ready to fulfill
June 2026 → DTC launch live on eatsessy.com
Chef Esther Choi → The Anchor
$5.5M
Walmart Frozen Food Sales
Circana L52WE 7-13-25 → 4 SKUs → 932,500 units sold → zero paid advertising
767K+
Instagram Following
Engaged audience built over a decade
$12M+
Cumulative Revenue
Across her restaurants → Mokbar (NYC) anchoring Year 1 in-restaurant retail
15K
YouTube Views
Cooking with Choi → Food Network → 3 weeks → ongoing
Hot Ones × BTS
Aired April 9, 2026 → cultural moment with Jung Kook → organic reach → millions
Walmart AAPI Heritage Month Panel
May 13, 2026 → seated alongside Simu Liu at Bentonville HQ
April 9, 2026 → Hot Ones × BTS Aired
The Moment
Chef Esther Choi's hot sauce featured on screen with BTS member Jung Kook → Hot Ones → April 9, 2026.
Why It Matters
This is the cultural moment that gave KFC Singapore its legs. APAC interest cascaded directly from this broadcast.
T5 milestone language → "First TV / festival appearance" → technically cleared.
Organic Reach —> 14M+ views
Paid Placement —> Zero Dollars
Inbound Pipeline → They Come to Us
Four active inbound conversations → none initiated by Sessy.
KFC Singapore
Led by Jaslyn Lam, CMO, QSRB (KFC + Pizza Hut SG/MY) → three collaboration windows mapped
Bon Appétit Thanksgiving Issue
Pitch in flight via Mia Fazio (Over Easy PR) → response window June → inbound
Walmart
Onboarding conversation initiated post-AAPI panel → 2027 target
Cooking with Choi
Food Network YouTube series → launched → audience compounding
KFC Singapore → APAC Anchor
Partnership Lead
Jaslyn Lam → CMO, QSRB (KFC + Pizza Hut SG/MY)
Manufacturing Route
Yeo Hiap Seng JB facility → Malaysia → JAKIM halal certification kickoff managed directly by Yannick + Lorraine Yhs
Scale potential: If KFC Malaysia activates → expands to 770 stores beyond the 71-store Singapore footprint.
Esther's NoMad Studio → Where Collaborations Get Made
Space28 → NoMad
15 W 28th St, 7th floor → Chef Esther Choi in early negotiations for a permanent content production home.
- Professional chef's kitchen + loft studio
- Empire State views
- Same venue used by major food and lifestyle brands for editorial shoots
The Purpose
Chef-led content production
Partner-chef ideation sessions
Capsule R&D and shoot days
Esther-funded → No tranche capital deployed toward studio lease or buildout.
This is what scale looks like without paid ads → partners bring the audience to us. Every collab puts Sessy in front of a new audience. We don't chase. They come to us.
Operational Readiness → June Launch
Production capital efficiency → lifestyle shoot negotiated from initial six-figure proposal to low five-figure execution → ~5x reduction without compromising creative quality.
The Team
Founders
Chef Esther Choi
CEO, Co-Founder
767K+ Instagram → $5.5M Walmart sales → 7x restaurant locations → Food Network (Cooking with Choi)
Jean Pyo
CCO, Co-Founder
Brand architect (Feels Studio) → CPG, hospitality, Korean-American visual identity lead
Yannick Crespo
COO, Co-Founder
Operations, finance, and CPG execution → Prior: hospitality, health, and travel tech
Advisors
Vanessa Pham
Omsom co-founder (acquired 2024) → Harvard → ex-Bain CPG → Forbes 30 Under 30
Kim Pham
Omsom co-founder → GTM advisor → Forbes 30 Under 30 → 20B+ press impressions
Charles Pensig
Stratus Data → data + strategy. Former Maveron VC → advisor: GE, Foxconn, Disney (through Stratus)
→ Expanding circle of operator-advisors joining ahead of close.
Family-and-Strategic Round → $1M, $5M Post-Money
1,000,000 total shares at $5.00 per share → 200,000 new investor shares for $1,000,000 → ECJPYC Corp (Sessy Core, Delaware C-Corp)
Wire instructions → ECJPYC Corporation → Chase, account ending 6677 → SWIFT CHASUS33
Prepared for Ed Ng → May 17, 2026 → eatsessy.com → yannick@eatsessy.com