tasteful.

Independent perspective. Meaningful growth.

New York, NY ↗

Where culture
meets strategy.

Cross-Cultural Marketing
& Growth Strategy

Tasteful is a New York-based marketing consultancy specializing in hospitality, food & beverage, and consumer brands.

We combine market research, cultural insight, and data-driven strategies to help brands reach the right audiences, build genuine connections, and turn attention into lasting growth.

Explore our approach
01 / About us

Marketing that
understands people.

Great marketing starts with knowing your customers, not just knowing how to reach them.

Tasteful helps hospitality and consumer brands navigate different cultural markets, with a focus on connecting Asian and American audiences. We work with independent restaurants, hospitality groups, and emerging consumer brands looking to strengthen their presence or expand into new markets.

Our approach combines consumer research, competitive analysis, and firsthand industry knowledge with practical marketing execution. We identify where your potential customers are, which channels influence their decisions, and how to reach them with messages that resonate.

We believe data should guide better decisions, while genuine human connections give marketing its lasting value.

02 / Our services

Insight into action.
Attention into growth.

01

Market Research
& Brand Strategy

We help brands understand their customers, evaluate market opportunities, and develop practical strategies for growth.

From audience segmentation and competitive research to brand positioning and market entry, we identify the consumer groups and channels most relevant to each business. Our cross-cultural expertise is particularly valuable for Asian brands entering the U.S. market and local businesses seeking to engage Chinese-speaking consumers.

Expertise Consumer Research · Competitive Analysis · Audience Segmentation · Brand Positioning · Market Entry

02

Influencer &
Digital Marketing

The right audience matters more than the biggest audience.

We develop targeted influencer and digital marketing campaigns that connect brands with consumers who are genuinely likely to engage, visit, and purchase.

Rather than selecting creators based on follower counts alone, we consider audience relevance, content credibility, platform fit, and potential for conversion. Our work includes KOL/KOC identification, creator outreach, campaign planning, partnership coordination, and bilingual marketing across Instagram, TikTok, REDnote, and other relevant channels.

We focus on content that feels natural to its audience and remains discoverable beyond the initial campaign.

Expertise KOL/KOC Partnerships · Creator Selection · Digital Campaigns · Social Media Strategy · Content Localization

03

Marketing Analytics
& Growth Consulting

We help brands find the channels, partnerships, and marketing investments most likely to drive meaningful growth.

Our work includes campaign performance analysis, audience engagement evaluation, customer acquisition insights, and conversion tracking where data is available.

We assess which channels attract relevant customers, which creators generate meaningful interest, and how marketing resources can be allocated more effectively. By combining quantitative analysis with practical industry experience, we help businesses move beyond surface-level metrics and make more informed growth decisions.

Expertise Marketing Analytics · Channel Optimization · Conversion Analysis · KPI Development · Growth Strategy · Marketing ROI

03 / Why Tasteful

Beyond
the numbers.

Not every impression represents genuine interest. Not every viral post brings in a customer.

In a landscape where inflated metrics and short-lived attention can make marketing performance difficult to judge, we believe brands deserve a clearer picture of what their investment delivers.

We value authentic recommendations, relevant audiences, and content that continues to be discovered long after it’s published.

Our approach combines measurable performance with something equally important: human connection.

Because meaningful growth
isn’t just about being seen.
It’s about being remembered,
trusted, and chosen.

04 / Our experience

Rooted in New York’s
hospitality industry.

200+ New York restaurants
10+ Chinese F&B brands expanding into the U.S.
30+ Independent HEYTEA creator collaborations

Tasteful builds on its founder’s experience collaborating with more than 200 New York restaurants, over 10 Chinese food and beverage brands expanding into the U.S. market, and hospitality PR professionals.

This includes over 30 independent creator collaborations with HEYTEA, alongside experience with independent restaurants, hospitality groups, and consumer brands.

Our background also extends to restaurant technology, AI product marketing, creator program operations, and marketing performance analysis.

These experiences provide a perspective on both sides of the business: the challenges hospitality operators face and the ways consumers discover, evaluate, and choose where to spend.

The collaborations referenced above reflect the founder’s prior professional and independent creator experience, rather than Tasteful Inc. client engagements.

05 / About the founder

Yingying Chen

Founder, Tasteful Inc.

An analytical mind.
A human perspective.

Yingying Chen holds an M.S. in Management Science and Engineering from Columbia University and a B.S. in Data Science from Emory University.

Her background brings together quantitative analysis, business strategy, technology, and creative marketing. Before founding Tasteful, she gained experience in restaurant technology and point-of-sale solutions, working with local hospitality businesses and developing an understanding of their operational challenges, customer acquisition needs, and growth priorities.

She has also worked in AI product marketing and creator-community programs, alongside years of independent collaborations with restaurants and consumer brands across New York.

With a background spanning both analytical and creative disciplines, she approaches marketing through a combination of consumer understanding, measurable performance, and practical execution.

She also brings an engineering perspective to a traditionally labor-intensive industry, using data analysis, AI-assisted workflows, and process optimization to improve marketing efficiency while keeping human judgment and authentic relationships at the center of the work.

06 / Your next chapter

Let’s talk about
your next move.

Whether you’re entering a new market, launching a concept, or looking for a more effective way to reach your customers, we’d love to learn about your business.

Get in touch yychen042@gmail.com