Meet Choosh Yu | Entrepreneur

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

Hi Choosh, we’d love to hear more about how you thought about starting your own business?
I have always been an entrepreneur. Noticing cultural nuances, market shifts, and lifestyle patterns has always come naturally to me. I love identifying gaps and crafting creative solutions.

That same mindset led to the creation of Erbal. Herbal tea has been part of my life since childhood, rooted in tradition and everyday wellness. In Chinese medicine, the focus is not just on treating illness but on prevention and balance. This philosophy shapes how many Asian cultures approach health, and I saw an opportunity to share that perspective with a broader audience.

Our vision for Erbal is simple: to modernize herbalism, also known as phytotherapy, and make it accessible to people at every stage of life. Wellness is physical and spiritual, and we believed we could create something that supports both. With that vision, our research, partnerships, and product development aligned seamlessly, leading to our first white paper—an essential foundation for Erbal’s future.”

What should our readers know about your business?
Being an entrepreneur means looking at what is in your hands and recognizing what you have. Your skills, knowledge, resources, experiences, and even your qualities as a person all come together to form something unique. No matter what you start with, there is always something you can build. That is the gift life offers only to you. Nobody else has the exact same combination, and that is what makes your journey one of a kind.

Entrepreneurship starts with looking inward and focusing on what can be done with the least amount of effort for the greatest impact. Starting a business means managing countless tasks and solving problems with very limited resources. Identifying what truly matters and what does not is crucial. Once you do that, the next step is to solve those problems as efficiently as possible. Time and resources are a luxury you do not have, so every decision must be intentional and strategic.

Most importantly, you have to take care of yourself. Staying healthy and avoiding burnout is essential because a business can only grow if the person behind it has the energy and clarity to keep moving forward.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If a friend were visiting me, I would want to give them an experience that reflects the best of what I love about this area. I would start the day with a long, leisurely dim sum breakfast. There is nothing like sharing a spread of dumplings, buns, and tea to ease into the morning. The way the carts roll by, each offering little bites packed with flavor, makes it feel like an event rather than just a meal. It is social, satisfying, and a great way to start a day of exploring.

For lunch, I would take them to Koreatown, one of the best food spots in the city. Han Bat Shul Lung Tang is a must-visit. Their sul lung tang, a rich and milky ox bone soup served with green onions and salt on the side, is simple but deeply nourishing. The broth simmers for hours, resulting in a depth of flavor that speaks for itself. Whether it is this comforting classic, sizzling Korean barbecue, or the perfect roll of kimbap from a hidden gem, there is always something unforgettable to eat in K-Town.

I like to keep dinner light because our bodies need time to rest, and studies show that sleeping on an empty stomach has real health benefits. Something simple, maybe a fresh salad, a nourishing soup, or even just a cup of herbal tea, helps keep everything balanced.

When it comes to fun, the ocean is where I feel most at home. Surfing at C-Street is always a great time. Catching waves with the salty breeze and the rhythm of the Pacific never gets old. If conditions are right, I would take them diving at Point Dume, where the underwater scenery is incredible. Exploring the kelp forests and watching marine life move effortlessly through the water is a reminder of how vast and alive the ocean really is.

For a truly memorable adventure, I would suggest a boat ride from Oxnard to Catalina Island. It is an easy day trip, but it feels like stepping into another world. If we are lucky, we might see thousands of dolphins swimming together alongside the boat, an experience that never fails to leave people in awe. Once on Catalina, we could hike, snorkel, or just wander around Avalon, soaking in the island’s charm before heading back.

One of my favorite ways to take in the landscape is on two wheels, riding a classic Triumph Bonneville through the Malibu mountains and down Highway 1. There is nothing quite like carving through the winding canyon roads, the air crisp and scented with coastal sage, then emerging onto the Pacific Coast Highway with the ocean stretching endlessly beside you. Whether it is a slow, scenic cruise or pushing the throttle on those open stretches, it is one of the best ways to feel connected to the road and the wild beauty of California.

Every visitor is different, but no matter who they are, I would want them to experience the best of what makes life here so special. The people, the food, the ocean, the open road, and the sunset moments stay with you long after the trip is over.

Who else deserves some credit and recognition?
Our Director of Design, Kellie Sun, is someone I deeply admire. As Erbal’s Director of Design, she has been instrumental in shaping our brand’s identity, blending tradition with modernity in a way that feels both timeless and forward-thinking. Her leadership in design earned Erbal the Silver Communication Design for Company Branding award at the 2024 London Design Awards, a testament to her ability to craft meaningful and impactful visual narratives.

Kellie’s design philosophy is deeply rooted in sustainability, wellness, and the belief that great design should serve both people and the planet. She is passionate about creating products that enhance well-being and minimize environmental impact. At Erbal, she seamlessly integrates ancient herbal traditions with contemporary wellness innovations, prioritizing eco-conscious practices and mindful design.

Beyond Erbal, Kellie strongly advocates diversity and inclusion in the design community. As a chapter lead for Hexagon UX—a global organization dedicated to empowering women and non-binary individuals in user experience design—she actively supports mentorship, events, and professional growth. Her commitment to fostering collaboration and equal opportunities speaks to her dedication to uplifting others in the industry.

Kellie’s vision, creativity, and unwavering attention to detail make her an invaluable partner on this journey. She has a rare ability to merge aesthetics with purpose, history with innovation, and sustainability with functionality. I couldn’t imagine a better person to build this brand with, and I’m continuously inspired by her work, leadership, and the heart she brings to everything she creates

Website: https://www.erbalbrews.com

Instagram: https://www.instagram.com/erbalbrews/

Linkedin: https://www.linkedin.com/in/yuqiushi/

Other: https://www.yuqiushi.com