Young Chang had the kind of résumé most professionals dream of. Disney, Sony, Warner Bros., even PwC — his career path was paved with Fortune 500 names and generous paychecks. By 34, he was a senior director at Warner Bros., enjoying a secure salary, 401(k), and enviable work-life balance. Yet, as he revealed in a conversation reported by Business Insider, he left it all behind to run a Taiwanese noodle company.
The family nudge that changed everything
The turning point came when Chang’s former brother-in-law, who had invested in Taiwan-based A-Sha Foods, posed a simple but provocative question: “What are the chances you’ll ever be CEO of Warner Bros.? With A-Sha, you’d be CEO from day one.” That suggestion, reinforced by advice from a trusted corporate mentor, pushed Chang into the food business — despite his parents, both IBM veterans, urging him to stay the corporate course.
From line cook to “Noodle King”
Chang’s entrepreneurial plunge did not come without lessons from his youth. In an interview with Charlie Katz published on Medium, he recalled his first job as a teenage line cook at Swensen’s ice cream parlor, where the Friday night chaos trained him to stay calm under pressure. Years later, when scaling A-Sha’s production to meet massive Costco orders during the pandemic, that early composure proved vital. “We ramped from three containers a year to 60 a month,” he said.
A-Sha Foods didn’t just grow; it carved a unique identity. Partnering with Hello Kitty during the Tokyo Olympics, the brand tapped into American pop culture while staying rooted in its Taiwanese authenticity. “Our approach is like an immigrant story — keep your identity but meet the market halfway,” Chang explained in his Business Insider conversation.
Responsibility beyond profits
The journey, however, was not just about expansion. Chang highlights the responsibility of leading more than 100 staff in Taiwan and 30 in the U.S. “The hardest part isn’t the hours. It’s knowing people depend on you to make the right move,” he said. Beyond business, A-Sha Foods regularly donates to food banks and community groups, with Chang aiming to play a role in tackling global hunger.
Looking back, Chang embraces the irony of his career pivot. From writing corporate scripts in Hollywood boardrooms to promoting chewy ramen noodles in American supermarkets, his leap of faith has turned him into what staff jokingly call the “Noodle King.” For Chang, the gamble was worth it: “Opportunities are always there if you know how to grab them.”
The family nudge that changed everything
The turning point came when Chang’s former brother-in-law, who had invested in Taiwan-based A-Sha Foods, posed a simple but provocative question: “What are the chances you’ll ever be CEO of Warner Bros.? With A-Sha, you’d be CEO from day one.” That suggestion, reinforced by advice from a trusted corporate mentor, pushed Chang into the food business — despite his parents, both IBM veterans, urging him to stay the corporate course.
From line cook to “Noodle King”
Chang’s entrepreneurial plunge did not come without lessons from his youth. In an interview with Charlie Katz published on Medium, he recalled his first job as a teenage line cook at Swensen’s ice cream parlor, where the Friday night chaos trained him to stay calm under pressure. Years later, when scaling A-Sha’s production to meet massive Costco orders during the pandemic, that early composure proved vital. “We ramped from three containers a year to 60 a month,” he said.
A-Sha Foods didn’t just grow; it carved a unique identity. Partnering with Hello Kitty during the Tokyo Olympics, the brand tapped into American pop culture while staying rooted in its Taiwanese authenticity. “Our approach is like an immigrant story — keep your identity but meet the market halfway,” Chang explained in his Business Insider conversation.
Responsibility beyond profits
The journey, however, was not just about expansion. Chang highlights the responsibility of leading more than 100 staff in Taiwan and 30 in the U.S. “The hardest part isn’t the hours. It’s knowing people depend on you to make the right move,” he said. Beyond business, A-Sha Foods regularly donates to food banks and community groups, with Chang aiming to play a role in tackling global hunger.
Looking back, Chang embraces the irony of his career pivot. From writing corporate scripts in Hollywood boardrooms to promoting chewy ramen noodles in American supermarkets, his leap of faith has turned him into what staff jokingly call the “Noodle King.” For Chang, the gamble was worth it: “Opportunities are always there if you know how to grab them.”
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