
CLAE Perspectives: Keegan Fong
Growing up, I always had a desire to start something on my own. I always thought it would be some type of apparel or fashion brand with some physical and experiential aspect to it. The thought of having a brand where we could host events involving food, especially my mom’s food, was always intriguing to me. However, after working in the industry for a number of years, I became quite jaded. I had great learning experiences which set me up for the ability to start something on my own. However, towards the end of my years working in the skate/surf/fashion industry, I found myself wanting to tell honest and genuine stories. Growing up around my mother’s food and its importance in creating memories and building community really became the forefront of what stories I could tell. It meant that I didn’t have to create stories to sell a product anymore. I could just show everyone what I grew up with and that’s what Woon is today. A complete reflection of my past and present life as an Asian American.
You’ve got a fairly extensive product line that goes beyond food. Does Mama Fong get to play Creative Director at all? Tell us about Woonware and your lifestyle collaborations.
Haha. My mom doesn’t have too much say on all the Woonware but a lot of the Homestyle Goods we sell (packaged goods and pantry products) are based off of her pantry items at home. For Woonware specifically, that’s honestly just a mix of everything that I’m currently interested in. Luckily, I have an amazing friend and artist, Ty Williams, who’s essentially our Art Director and provides me with 90% of our artwork. A lot of it naturally translates into apparel and accessories. Woonware has been really fun because it gives us the opportunity to collaborate with other amazing creatives, mostly AAPI as well. For instance, we partnered with Cindy from Special Interest Goods on custom candles. My mom created mini dumplings that Cindy used as molds and we also created a Noodle Ball candle which was our Woon noodles squished into a ball. Most recently, we collaborated with Vietnamese artist, Kris Chau on a Chinese punk inspired t-shirt which has sold out a few times.

Despite everything, it’s been a life altering experience. I wouldn’t take back any of it for the world. I chose to open a restaurant because I wanted to challenge myself. I asked for all of it! I’m so proud of everything we’ve built. It’s always rewarding to see people enjoying themselves and enjoying my mom’s food on a nightly basis. That’s what it’s all about. Giving people a good time and good experience.
However, our customers always compliment our music choices. So it’s a weird balance we have to play. I think what makes Woon so unique is that we don’t have to be put in a box. Yes, we are a Chinese restaurant but it doesn’t mean we have to play Chinese music. I grew up with a huge love for all types of music - garage rock, funk, electronic, hip hop, afro-rock, etc…so that’s essentially what we play. Like I mentioned before, Woon is a reflection of my life at this moment...meaning it’s modern, not traditional or what some people call “authentic Chinese”. The food is authentic to my mom, who happens to have been born in Shanghai and grew up in Hong Kong. The music is authentic to my life..who happens to be Asian American and grew up around all types of music.