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The 34-year-old Maxi Lim is a well-known face in both the independent and commercial scene.
The local actor has had six feature films and numerous productions, including music videos, short films, TV dramas, TVCs and variety shows; and is best known for his role in the original Singapore film series Ah Boys to Men.
Although Temas is a graduate of the Polytechnic with a degree in Interactive Media Design, he has always been interested in entrepreneurship and introduced his first fingers in adolescence to the business world. At the age of 18, Maxi created a fashion label funded with S $ 50,000.
That experience pushed him into the business world, and earlier this year, he launched the EATMYLJ, a fried chili snack brand.
Singapore’s first fried chilli
EATMYLJ is Singapore’s first fried chili pepper, produced locally and incredibly addictive and delicious.
Motivation to start EATMYLJ Maxi started when her old friend, Marcus Lee, approached her.
He wanted to distribute Thai chili snacks and wanted to complicate Maxi to help promote the brand. This partnership slowly turned into a business relationship.
“Since I’m always looking for a startup that’s worth it, I countered that we needed to be a business partner,” Maxik said.
However, after a year of planning, the couple decided to abandon the idea of importing snacks from Thailand. Instead, Marcus came up with an idea to “recreate” snacks with his own recipe using another type of chili.
“What we have at the moment is the original product,” Max explains.
According to the brand’s website, EATMYLJ is Singapore’s first fried chili pepper.
At the initial presentation, the couple sold their products weekly and everything was sold out in an hour. The best record was three minutes.
Customers were always eager to wait for weekly product launches; some were even angry because they were at the point of purchase, but were unsuccessful in buying the product.
“Eventually we continued to stock up on our snacks at all times instead of putting them on once a week or two,” Maxik said.
A few months later, they decided to expand their product portfolio.
EATMYLJ now has three varieties: original, chicken skin and lotus root. The original and lotus root varieties are suitable for vegans. The brand also offers shipping services to Malaysia and Brunei.
It took a year to improve the snack recipe
After the product was released in early 2021, the couple is clear about the roles each plays. Marcus is in charge of production, and Maxi is in charge of everything related to marketing and business.
But they both have a hand in creating snacks. The process is fairly simple: the peppers are removed from the seed, fried, and then seasoned with a secret recipe.
The couple needed a full year with the testing process to get the right tools to work with, set the right technique and set the right temperature before they felt confident in launching the product.
To further enhance their product, the couple is collaborating with Tong Garden and the Singapore Polytechnic Center for Food Innovation and Resource (FIRC).
In June 2021, the pair took part in Asia’s Great Snack Challenge, which featured 10 finalists. Tong Garden and FIRC are tutoring at the same time.
The couple will take part in the finals of the snack challenge in December 2021.
When it gets tough, the hard ones move on
Challenges are what strengthen start-ups. Without challenges, business owners would not rise to the occasion and exceed their expectations.
Some of the challenges Marcus and Maxi face are having full-time jobs at the start of their journey to launch.
“Filming and combining business can be tough for me. My filming has been paused several times this year due to high alert, so there is a lot of work to be done, ”said Maxik.
Despite the challenges, the couple is excited to announce that they are launching their physical store. More details about the forecast will arrive soon.
EATMYLJ continues to be grateful for the tremendous support it receives each time the product is re-created, often selling for 3 minutes, 10 minutes and 12 hours.
Buy EAT MY LJ at an exclusive price VP Tag now. Get a $ 20 discount off your order. Make payment with Pace and code PACEVP20 (minimum $ 80)
Notable image credit: Maxi Lim via Facebook / EATMYLJ
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