Meet Ben Lei | Founder, Writer, Podcaster

We had the good fortune of connecting with Ben Lei and we’ve shared our conversation below.

Hi Ben, what was your thought process behind starting your own business?
First of all, I don’t really think of this as a business as much as a passion project! I started United By Rice because while the landscape for AANHPI storytellers (actors, filmmakers, authors, etc.) has gotten better over recent years, there still is a lot of work to do. My experience as a part time writer covering the space taught me that there are very few writers and critics who cover AANHPI content from our own lens. As I tapped into this unmet need, I was met with so much enthusiasm that it really felt like I had to make this happen.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
At United By Rice, we celebrate the power of storytelling and the voices that bring our culture to life. As a media company dedicated to uplifting AANHPI talent in film, television and other mediums, we shine a spotlight on the creators, actors, and narratives reshaping the industry.

We are living in a historic moment—Asian Americans are no longer sidelined; they are leading, winning, and defining the future of entertainment. Yet, in the face of shifting political landscapes and the erosion of DEI initiatives, progress is never guaranteed. Representation is not just about visibility—it’s about impact, legacy, and the stories that deserve to be told.

Our mission is to amplify these voices, celebrate these achievements, and remind the world that AAPI representation is not a trend—it is a necessity. Through thoughtful coverage, in-depth interviews, and cultural commentary, United By Rice serves as both an archive of our triumphs and a call to action for the future.

We’ve been very pleased with our early successes which serve as a proof of concept in determining whether there really was an unmet need. As an example, we initially sought out to produce one podcast episode a month thinking it would be difficult to book guests since we had no established name and reach, and that we would need time and resources to produce the podcast. But once we got going, we had a steady stream of willing and available guests including A-listers like Kristen Kish, Olivia Munn and Ronny Chieng. What we learned was that the AANHPI community is very tight and supportive and that our mission really resonated with all the individuals responsible for helping get off to a quick start, including the talent themselves.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I have to say, I’m pretty low key so I really love the strip of great asian food on Sawtelle in West LA. Outside of that, I tend to stay in the Santa Monica area. Tartine is my personal favorite little breakfast/coffee spot.

But if I needed to fill in a whole week, well, I suppose I would sprinkle in trips to the Grove area, Koreatown, and some type of Hollywood adventure like a tour of one of the Studios.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
SO many to thank actually. Byron Burton, one of the founders of Awards Focus was the one that gave me an opportunity to cover Asian American talent for his site. Had that door never been opened, I’d never be here today. Scott Menzel, who heads the Hollywood Creative Alliance (HCA) has been super generous with connecting me with other likeminded people in the industry. And of course, Junko Goda, an actress, willingly jumped in to be a co-founder and co-host with me despite us not really knowing each other simply because she believed in the mission.

Website: https://www.unitedbyrice.com

Instagram: @its.benlei, @unitedbyricepodcast

Youtube: @unitedbyrice