DEFINE THE BUSINESS

MOON MAN mission is to redesign street food commonly found in South-East Asia. Taking the traditional recipes and translate them into contemporary settings.

Using an astronaut as a mascot, we developed an entire visual language that surrounds this basic concept.

DESIGN THE PRODUCTS

Using traditional recipes as a foundation, we redesigned 3 street food that commonly found in Indonesia. We use our design sensibility to change the shape, our market awareness to tailor it's flavors, and our business sensibility to maintain affordable cost. The results are innovative products that is affordable and appealing to the mass market.

LAUNCH THE BUSINESS

We launched Moon Man on April, 2017 at Queens Night Market, a night market that runs every Saturday evening for 22 weeks a year. Within a couple of months, a second operations was added every Friday at Bryant Park, New York by partnering with Hester Street Fair.

STREAMLINE THE OPERATIONS

The booth is designed with easy transportation and set up in mind. The wooden crates that are being used to housed all of the equipments transforms as displays during operations.

Since Moon Man operates in pop up settings only, the operations scedule are depended upon the markets and food festivals. This is a challenging situation to create a strong brand awareness and gaining followers of people who already in love with our products.

We use our website and social media to gain followers and announce our schedule on weekly basis. This has been proven effective, to both keeping everyone informed of our schedule, and encourage people to

FIRST YEAR

Within less than a year in operations, Moon Man gained popularity among food community in New York City. It has been mentioned multiple times by The New York Times, nominated as a finalist for the Vendy awards (the Oscar for street food vendors), included in 100 of the best dishes in 2017 by Time Out New York, as well as invited to be a guest on VICELAND TV, "The untitled show of Action Bronson".

MOON MAN STATION

Towards the end of the third year, we open our first brick and mortar location at the Market Line, a brand new food hall located in the Lower East Side neighborhood. 

EXPAND THE PRODUCT LINE

As part of our operation, we started introducing a weekly limited item menu. This menu functions as a marketing content generator, as well as, a creative culinary playground for the business.

PIVOT AND EXPANSION

During the pandemic in 2020, our shop was forced to ceased operation. We use this opportunity to build our online shop, and develop new products in the form of kaya jams. We also developed a frozen kit version on some of our signature products.

BUILDING WHOLESALE + RETAIL

As part of our expansion for our kaya jam product line, we started selling our kaya jams in half gallons capacity to coffee shops, bakeries, and dessert stores. We also experimented and developed a more stable packaging to lengthen the shelflife of the kaya jams and sell them via partner stores and convenient shops.

PUSHING THE NEW PRODUCT

Moon Man kaya jams attracted a lot of attention and were featured in well-known food media such as Food & Wine Magazine, Infatuation, The Kitchn, as well as the New York Times. 

CHARITY PARTNERSHIP

In May 2021, we decided to develop a special edition product to benefit a charity that is closed to our heart. Working with Heart of Dinner, we created the special Thai Tea flavored kaya jam where 50% of the proceeds goes towards the charity.

Heart of Dinner started during the pandemic with a mission to provide meals for the Asian elderly in the NYC area.`