Welcome to Bold Roots, Big Moves — our Asian Heritage Month blog series celebrating founders, community leaders and shapers who are blending heritage, hustle, and heart to cook up a big impact in BC’s startup scene.

First up? The legends behind Vancouver’s favourite cookie cult: Jess and Andy Nguyen from BAK'D. Their origin story has it all — accidental entrepreneurship, pandemic plot twists, and a whole lot of gooey goodness.

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Please note the following responses have been edited for consistency.

🍪 What inspired you to start your business?

Jess: Okay so, BAK'D kinda started... by accident. In April 2020, I had just graduated from SFU Beedie and lost my job offer thanks to COVID. Andy had just lost his part-time baking gig. We were both home, jobless, and bored.

Andy, being the kitchen genius that he is, started experimenting. I told him all I wanted was a big, warm, ooey-gooey NYC-style cookie to fix my life. And like the good little brother he is, he said, “Say less.”

Batch after batch — he nailed it. I posted them online, and BOOM. Our DMs exploded. Friends wanted to buy. Some even offered to pay just to support Andy. We did a couple drops. They sold out instantly. We looked at each other and went... “Wait. Is this a real thing?”

Cue: accidental cookie empire.

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🌱 How has your heritage shaped your identity as a founder?

Jess: I’m Vietnamese-Canadian — which basically means growing up in two worlds. My dad was a refugee who came here with nothing. He built a life through sheer grit, no complaints, no shortcuts. That quiet strength? That’s the leadership style I channel today.

In Vietnamese culture, it’s always we before me. That’s how we built BAK’D. Our team isn’t just a “team.” They’re our family. We give back. We lead with empathy. We show up, even when it’s messy. Especially when it’s messy.

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🚧 Have you faced — or broken through — any barriers?

Jess: Uhhh, yes. So many.

Being 22, Asian, and a woman? People love to underestimate that combo. I’ve been in meetings where every question went to Andy. I’ve had people call our biz “a cute little cookie gig.” Meanwhile, we were pulling six figures out of our townhouse kitchen.

Now? I let the numbers talk. In year one, we hit 100k. Last year, $1.25M — with a storefront, wholesale deals, markets, the works. Turns out, underestimating us was their first mistake.

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💬 What advice would you give to other Asian-identifying founders?

Jess: Just. Start.

Seriously — perfectionism will keep you stuck. We’re raised to follow the safe path, but entrepreneurship isn’t safe. It’s messy, unpredictable, and so worth it.

You don’t need all the answers. You just need a good idea, a decent oven, and the guts to figure it out as you go. And most importantly — don’t be afraid to be seen. Your story, your background, your weird little quirks? That’s your edge. Own it.

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🧧 Is there a cultural value or tradition woven into your company?

Jess: So much. In our family, love was never loud. It was a plate of fruit, a packed lunch, a ride to school in silence. That’s what BAK'D is too.

Our mom started helping us when we couldn’t afford staff. She never asked for anything — she just showed up. Now? She’s our baking manager and full-on team mom.

Every cookie we make is a little love letter. Whether it’s for self-care, heartbreak, or celebration — that cookie is doing emotional labour.

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Stay tuned for the next chapter of Bold Roots, Big Moves — because we’ve got more spice, soul, and startup stories coming your way.

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