From an aspiring rapper to starting his own streetwear brand, Malaysian entrepreneur Koh Yung Shen also runs his own speakeasy bar. He was subsequently named Penang’s Bartender of the Year in 2019. Known for creating the Vaccine Cocktail, Yung Shen is the founder of Backdoor Bodega and one of the most sought-after branding guys in town. He’s got some branding tips for your business!

Timestamps:

[01:40] - How his streetwear brand Lansi started from a rap show

[03:58] - Viral marketing and sales in 2009 vs. now

[08:25] - Lansi’s first big break at the Tiger Asian Music Festival

[10:25] - The switch from Lansi to The Swagger Salon

[12:12] - From a pantry bar to an overpriced pin shop

[13:02] - How Backdoor Bodega thrived in Penang with no marketing

[15:36] - How he created the vaccine-inspired cocktails

[18:41] - Most interesting/mundane branding campaign

[21:02] - Why is branding so important?

[22:40] - Tips on branding for your business

[23:58] - “Always take a deposit first”