Photographs courtesy of Weee!
Weee, the Fremont, Calif.-based online grocer known for its wide assortment of Asian and Latin American grocery items, has announced that filmmaker Jon Chu has signed on as the creative director of the company.
Chu, director of ‘Crazy Rich Asians’ as well as the film adaptation of ‘In the Heights,’ will oversee Weee’s in-house creative team as the company continues to expand nationwide, according to a press release. . Chu’s addition “underscores Weee’s commitment to storytelling that celebrates ethnic culture and community and enhances the platform’s immersive and social shopping experience,” the company said.
Founded in 2015, Weee offers grocery delivery in 40 states plus Washington, DC. The company has received over $400 million in funding to date and offers an assortment of more than 10,000 fresh and shelf-stable items, including hard-to-find items. products and proteins as well as seasonal goods. Customers can shop in one of six languages: English, Chinese (Simplified or Traditional), Japanese, Vietnamese, Korean or Spanish.
For Chu, joining Weee is a chance to venture down a new path to pursue a personal passion for cultural exploration through food. Chu’s family owns and operates a Chinese restaurant, Chef Chu’s, in the San Francisco Bay Area, Weee noted. “Food has always played a vital role in my life, and that has translated into my film career, where food is a centerpiece in exploring culture,” Chu said. “This role is the next step in that trajectory.”
In October, Weee acquired eight-year-old restaurant delivery platform RICEPO, which specializes in delivering Chinese restaurants in the United States as well as London, Paris and Barcelona. Weee Founder and CEO Larry Liu said at the time that the move “allows us to continue to delight and serve our growing customer base as a one-stop-shop for delicious home-cooked meals.” The company also bolstered its executive ranks in 2021, hiring former Walmart and Grocery Outlet executives for key finance and merchandising roles and appointing its first chief financial officer and chief strategy officer.