Your Own Personal Brand with Samantha Mui
Have you ever wondered what the best way is to develop your own personal brand? Or about making your own versions of recipes in life with a twist of your own? Samantha Mui has done just that in her work as an author and up-and-coming TV personality.
Samantha Mui is a native of the California Bay Area. A former culinary student and current food blogger, she has worked in and out of the food industry for more than a decade. Her cooking style is inspired by her travels abroad where she has experienced culture through cuisine. She has been featured nationally on Food Network and PBS’s Check, Please! Her latest book is Melting Pot: Stories and Recipes from a Chinese American Daydreamer (Google Books). Find her on social media @sammyeats.
Find Samantha Mui and her work here:
- Samantha Mui on Instagram (@sammyeats)
- Samantha Mui’s quick links (linktr.ee/Samantha_Mui)
- Sammy Eats websites, cooking classes, events, & more (samtillymui.wordpress.com/)
Purchase Samantha Mui’s Melting Pot cookbook at
- Green Apple Books SF: Melting Pot
- Omnivore Books SF: Melting Pot
- Amazon: Melting Pot
- Target: Melting Pot
- Barnes & Noble: Melting Pot
Below is our edited transcript of Samantha Mui’s talk, “Your Own Personal Brand,” at the Imagine Talks Annual Symposium.
Francis Kong: So many wonderful questions I have for you today. This is at least my second or third time having the pleasure of interviewing you. You’ve been on Imagine Talks, I think, probably during our third year. And this was prior to you writing your book, Melting Pot. And this was probably like soon after your one of your TV appearances on being on Check, Please! which was amazing. And of course, I think you’ve been on several different appearances since then that I have so many questions that I want to ask you. But before we dive into some of my questions, let’s just have the audience get to know you better tell us a little bit about yourself and what you do today.
Who is Samantha Mui?
Samantha Mui
Samantha Mui: Awesome. So yeah, my name is Sam Mui and I — most of you would know me by being in the kitchen or cooking or whatever it is. I’ve been blogging since 2015 while I was living abroad in China, and I’ve actually worked in the food industry since I was 15, which was a long time ago and I just have a huge passion for food. And I also have a huge passion to share stories — storytelling through food and really showing people that cooking is actually something very easy.
And I — one of my goals now is just to empower millennials in the kitchen because I myself [am] a millennial and I like to eat good, but I don’t like to cook like grandma. So I love to teach people how to get to the results of getting grandma’s food but in a short period of time in a way that makes sense with limited resources and tools, and that’s just how I am in the kitchen and just in life: being scrappy.
And so I want to showcase all of that.
Francis Kong: Awesome. All right, now, one of your most recent — I’m talking about showing people on basically how to be scrappy in the kitchen, one of your most recent appearances was very recently on Food Network’s Supermarket Stakeout, right? I think that was Season 3, Episode 2: Carnivores Unite.
Samantha Mui: Episode 5. Yes!
What’s it like being on TV for Samantha Mui?
Francis Kong: Yes. And it was — got a chance to watch it, so entertaining — your personality shine through in every moment, I love that episode. Tell us a bit about what was it like being on TV, being a — being now as you’re climbing and getting more and more notoriety and your presence? What is it like basically being on TV? — learning and comparing yourself, and meeting other food lovers and creators. What’s it like being on TV, cooking on TV, and being under that kind of pressure as basically a foodie [slash] food creator now?
Samantha Mui: Wow, that’s kind of a loaded question. The pressure, I guess, I’ll focus on that. To be honest, when I like — we’ve talked off-camera about this, and I told you, “I almost passed upon the opportunity,” because I was like, “I don’t know if I want to make an ass out of myself on national TV.” Right? Because I was like, for me actually, I haven’t really cooked commercially in a kitchen. I am more on the other side of things where I’m reviewing restaurants, talking about food, the trends and all those different things.
So for me, it was one of those things where I was like, “OK, if I decide to do this opportunity,” I’m like, “I’m — first of all, I’m going to be myself and that means being true to how I cook.” So I made a pact with myself before going on the show and I said, “I’m not going to make pretentious food because I want to like because I want — I want people to, like, be into whatever it is that I’m making.” I’m like, “I’m going to cook the way that I always cooked, which is, you know, simplified balancing flavors and all those different things.”
Samantha Mui’s Goal: “Tell my story”
That was how I was going to be. And so, when I was actually in that scene and in that competition at the time, it was just kind of like I was actually having fun because I was, you know, there was no pressure and I never told myself I needed to win. My thing was like — my goal was always to just share my story or on a platform such as that and kind of, you know — I don’t know — I just wanted to just keep cooking like I wanted to get to the next round so I could showcase another thing, another kind of food I want to make or whatever it is.
But I’ve always wanted to share that joy and I really like I was watching it myself and like, it’s not even the food that I’m proud of, it’s like, I watch myself as a person who, you know, has doubted myself in the past when I was younger.
I went to culinary school right after high school, which was like kind of everybody kind of question, like, “What are you doing?” You know, and that when I watched the show, it — like it validated, like all the little choices that I made to be true to who I was, and that is what I’m most proud of. And that is like — that is why like the pressure — yes, there was pressure, but there wasn’t that type of pressure of like I needed to be something, I needed to win or whatever it was. So, yeah, I’m very, very happy with the overall results. Yeah.
Samantha Mui’s unique life lessons
Francis Kong: Cool. So what did you — what have you learned being on the TV cooking reality show, like what are the things that are so unique in some of your life lessons? Because that’s something that many people in the world just cannot say in their life, that they were able to have that kind of experience. What are some things that you’ve taken now that you think have made you not just a better chef, but also a better person going into your life philosophies?
Samantha Mui: Hmm, yeah, that’s a really good question, actually. What did I learn? Again, I go back into this and I always say this and I think actually, you know, it’s funny — remember, 2017 was when I did the Imagine Talks or 2018 and we all have like our little Instagram posts and I remember my quote was like, “Always trust your inner convictions and your intuition.” And I think that’s how, you know, that’s what I learned more than — because, you know, you don’t have a lot of time to do what you need to do and you don’t know what you’re going to cook and all these different things.
Your personal brand is built by following your intuition
Samantha Mui: And I really lean into that intuition that’s always helped me get through life. I mean, I honestly don’t feel like I am the smartest person out there, nor do I claim to know, like all my craft or whatever it is, I just always leaned into like — there’s this quote that Oprah always tells young people and she always says that, you know, “If you don’t know what you’re going to do — what you’re going to — ” like a lot of us have these, like, big goals like, you know, down the road.
Photo licensed from YayImages
And we’re like, we need to be This by this time. But Oprah says that “You know what? You just need to do the next best right — the next best move for yourself.” And by leading into that — that will help you arrive to a better outcome.
And I also think that it relates in the kitchen, you know, for me, I didn’t know half the stuff I was going to cook in that show, I was going by: “OK, this makes sense. All right, then I’m going to do this. And if this makes sense, I’m going to do that.” And so I feel like, for me, it’s just always about leaning into that and really kind of bringing that intuitive parts — whatever I do. Yeah.
Are you considered an underdog?
Francis Kong: OK, now, and you also mentioned I’m going to (inaudible) a little bit . You mentioned how you are definitely — and I saw this on the show so I was watching it that you were kind of a little bit portrayed as the underdog, right? As the scrappy underdog, which definitely came through. So, how is that philosophy in the kitchen — how does that translate to you also? Do you see yourself also being the scrappy underdog in life — in general?
And what are some of the philosophies that you see blending in back and forth between kitchen philosophy and your life philosophies?
Samantha Mui: Yeah, you know, I hundred percent think that I’ve always had this reoccurring theme in my life that I was kind of an underdog, you know, when I was younger, I was bullied when I was — I was — there was a point in my life where people make fun of me because I wasn’t in this specific socioeconomic class or not in terms of like financially or whatever. And, I — I was not always great with academics.
I’ve always been in this place of like not having or like being on this place of like having to either prove myself or whatever it is, I think, for me, that has been a really great valuable lesson to myself, because what I realize is that: one, being an underdog has a lot of advantage because for me, a lot of times I don’t expect to come in a room people to be like, “Oh, chef Samantha! or “She knows what she’s doing with the cook.”
An underdog’s lessons from Samantha Mui
Samantha Mui: There’s been so many times I’ve worked like in the restaurant. And, you know, I’ve been, you know, been told to do other like little stuff just because I’m a woman, I’m bubbly, I have this — and I already know going into these type of arenas that people are not going to be like, “Yeah, like I would have to earn it.” And I think that’s why it’s made me worked a lot harder in certain aspects to be — to actually earn that right — to be a specific thing or a specific, you know — to earn my right to be there.
And also what I’ve learned like being an underdog or whatever is that, you know — to always talk about those stories. I always remind myself where I came from because it’s so easy for people to love who you are when you — when you’re doing great things and whatnot.
But always — I always try to remember the times when I was really lacking, because that always reminds me of, like, I can — I can also — I can sense a person who also feels that same way and there were a lot of people who were able to look at me and thought of me higher — thought of me in a better light and help me get to a place where I was comfortable with myself. So, having — being able to feel and know that and know like my surroundings and stuff like that has helped me greatly to really even connect with people.
The philosophy behind Samantha Mui’s discovery of her personal brand
Francis Kong: So I’m seeing … that your philosophy of cooking is really taking tried and true recipes, but then making them your own with your own spin, with your own versions of your own, like ways that have not been done before, right? And so I see that a lot in your own life where these people throw you certain things or you have to work with certain things.
But now you’ve got a stage where you create your own version of that and it works for you because it’s in sync with your personality, with your philosophy, what makes you happy, what brings you joy, and I think that’s a huge lesson that many people I see it as a recurring thing constantly, like here is here’s these three square holes, right? But then the person who is not necessarily perfectly square or round or even octagon are trying to fit in these holes.
…What you need to do is essentially — if you can’t find an octagon or a round hole and you’re a round peg, you need to go and make a round hole… You make your environment.
How to create safe spaces for yourself
Samantha Mui: Yeah, and I want to touch on that, because it’s a really good point, Francis. It’s like, you know, I attribute a lot of what I’d gone through as a child in my childhood to where I am now, because I never felt like I had a safe place to be who I truly was. And I never felt like — I never felt like I had an environment that allowed me to be Sam, and so I’ve always constantly had to create these safe spaces for myself to feel comfortable to be who I want — who truly wanted to be.
Photo licensed from YayImages
A lot of times in my life, as I was learning who I truly was and what my what made my heart skip an extra beat, you know, I had — I compromised on things that weren’t me or whatever it is. And so now, you know, I — I am constantly trying to figure out if I see something that is like — doesn’t feel like a place that if I see a need for something, I just want to create it because, you know, that is how I’ve always tell the world that, “You don’t have to be X, Y, and Z. There’s so many avenues for people to go through.” Like the society is not that kind to people who have different desires and wants in life and so for me, I try to use food as an avenue to connect to people and yeah.
Francis Kong: I love that! And you and I have talked about life philosophies and peoples’ how they sometimes try to strategize and they have role models and, you know, one of our — both of our favorite inspirational thought leaders is Oprah, right?
Do the next big thing & see where it leads you
Photo licensed from Depositphotos
Francis Kong: Our message to a lot of people, especially younger people are like — don’t try to, like, put a lofty goal up there and be like, “OK, by age 25 — age 30, if I do not have X, Y, and Z, then I failed or I must have this — or bust.” Right? — And her philosophy was or is — just do the next best thing and see what it leads and follow the thread, do the next best thing and see where it leads of all that thread —
and I love that, that makes the most sense to me as a normal human being. Though, saying that what — you know, you’re a food blogger, you have a strong presence both on TV, constantly, you have a book out now. What’s the next best thing for Samantha coming up now?
Samantha Mui: Oh, gosh, that’s a good question. I’m actually — I’m actually in a place after 2021, I had taken some time off for myself and I realized I actually don’t have that much of a — I don’t have too many big plans. I just really want to — actually this yea, this sounds kind of probably, kind of you know — this is definitely my personal goal is just to listen to the sound of the beat of Sam — more. Because I think last year, at least like with the book and everything that was happening, I felt like in some ways I got lost in that ambition of wanting to do more and more and more versus I haven’t been really like tuning in to me.
The importance of rejuvenating yourself
Samantha Mui: And I think, like, I want to take some of that time to really tune in to, like, how Sam — how am I doing? How — what am I — the things that I’m doing now, is it still the things I’m passionate about? So, yeah, I definitely feel like, you know, I just want to take some time off and figure out what it is that is sustainable 10 years from now, 15 years from now, or 20 years from now.
Francis Kong: What have you learned in terms of the importance of being able to take time off and re-center and re-charge, like why is that so important for someone who — for anyone, for that matter, who has these lofty goals? And why it’s so important to, in your opinion and your experience, to be able to have this moment and just re-examine yourself?
Samantha Mui: Yeah, because I feel, you know, you and I have had many conversations offline about this. Where both ENFPs on my rigs so were extroverts, but we’re kind of on the verge of being introverts as well. Like for me, I need at least 2 to 3 hours of quiet time with myself. like, that’s just how I’ve been and, you know, I — I couldn’t be a person that could give if I didn’t take time for myself because, you know, so many things happen on a day to day basis where, you know, someone emails you this —
How to connect with yourself
Samantha Mui: …and then also you’re pulled in this direction, someone tells you about the opportunity — you’re pulled in that direction. And I think it’s so important to have that time with yourself because it re-centers like, what is your true purpose in life? What is it that makes your heart — I say that all the time — what makes your heart skip an extra beat? And it’s very easy to be pulled in so many directions and they could be all really good directions.
But if you’re — over time, like you can get burnt out by all those opportunities or whatever it is. And it’s just so important to just like continuously like check-in with yourself and only, you know, what’s right for you. And, you know, it’s so worth the investment to tap into yourself and connect with yourself.
Francis Kong: I love that. And I couldn’t agree with you more, especially when you’re balancing the whole extrovert-introvert — a borderline right there. We only have a few minutes left but do you have any advice for people out there, especially now as we’re going into your 2021? And I see hope in this year compared to what we had last year, I see obviously the vaccine. I see people being able to eventually have some level of human contact safely once again and travel and engagement. For people who want to go out there and start their own thing, especially like getting on TV shows, reality shows to showcase their talents on the larger stage?
Samantha Mui’s advice for people who are building their own personal brand
Melting Pot by Samantha Mui
Francis Kong: What are things that — any last bits of advice for people who are just starting to build out their own brand right now? Like you’ve been so successful and I had the privilege of watching you grow in this, what are some key advices for people who want to build your brand out there now?
Samantha Mui: A lot of it, I think, is following what makes sense to you — what is natural to you — because I will say that for like when I was growing up as a teen. I had no — I was always doing what everybody else was doing, you know, someone’s dancing — I was dancing, someone’s doing this — I was going to do that. You know, I never — and all along, cooking was something so natural to me.
And I would just say, stay in your own lane and I know that sounds kind of like Woo! Why would you say that?
Because I truly believe that when you stay in your own lane and you develop the things that make sense to you, that are natural to you like you don’t become obsessive about what this person is doing, what that person is doing, you get so into what you’re doing and you get — it’s like you constantly are excited to wake up in the morning to do these things.
And, naturally over time, you become like the expert of whatever you’re doing because you didn’t even realize, like you were so passionate — the passion just took over, and I think that’s like the best advice I could give someone, because, you know, life is hella short. Actually, this is my second advice, so a lot of people don’t know this, but I took a detour and I worked in senior care for two years —
Having only one life to live
Samantha Mui: …and a lot, again, that was not natural to a lot of people. Like, it didn’t make sense in my trajectory, I just came out of grad school, I decided I want to go into senior care. And part of me — and at the time, it made a lot of sense for me because I learned about life and when I realized I learned the most important life lesson, I was able to walk away from that industry knowing that I gave my all.
Because what I learned, as you know, as I’m coming to my 30th birthday soon, I’m learning that life is hella short. And at the end of life, two things matter:
One: did you do right to yourself? That means do you have any regrets? Did you take care of yourself? Did you do the things that you said you were going to do?
Two: did you do right to other people? Did you — did you try to — did you let your ego get in way of your relationships or did you not say,“I love you.” You know, or you didn’t get to really showcase your love to certain people.
Don’t let life pass you by
Samantha Mui: Like those are the two questions that people ask themselves when they’re near death and I saw a lot of death being in the senior care industry. And when I was able to realize, like, that’s the biggest lesson — life lessons I’ve taken, that’s when I really truly started honing into this foodstuff because I — because I realized how life is short.
If you only got one life, you got to live it to the fullest and love the people that are around you, and so that is my best advice, you know.
Francis Kong: I love that. I couldn’t think of more wise words to — and this is amazing talk with you on. So that’s all time we only have for — thank you again. Always such a pleasure, so insightful to talk with you. Every time I talk with you, I learned something and I can see you constantly just growing — leaps and bounds each time.
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