Our Goal is to Create Something People Genuinely Want to Be Part of and That Comes from Staying True to Our Values: Jonathan Shen, Co-Founder of The Golden Duck

The Golden Duck is a snack brand bringing gourmet flavors to everyday indulgence. Inspired by a passion for bold tastes and quality ingredients, the company crafts snacks that turn ordinary moments into something special. Every product is made with real ingredients, carefully selected to deliver an authentic taste experience. From salted egg yolk chips to other innovative flavors, the company’s focus remains on creating snacks that surprise and satisfy. With a commitment to quality and creativity, The Golden Duck continues to redefine what it means to snack.

In Conversation with Chris Hwang & Jonathan Shen, Co-Founders of The Golden Duck

What inspired you to start The Golden Duck?

Chris: We love good food, and we saw an opportunity to turn something we enjoy into a snack that people could have anytime. Salted egg yolk was the starting point because it was a flavor we grew up with and really believed in. We wanted to take a familiar taste and turn it into something new. The idea was to create a snack that had the same depth of flavor as a great dish. That’s what got us excited about the process.

What was the biggest challenge in the early days?

Jonathan: Keeping up with demand while maintaining quality. We had to scale up fast, and that came with a lot of pressure. There were nights when we were packing boxes ourselves just to get everything out on time. Managing logistics and making sure that every pack met our standards. We refused to take shortcuts, so that meant putting in extra hours to get everything right. The learning curve was steep, but we never considered compromising on quality.

How do you decide on new flavors?

Chris: It’s a mix of inspiration, research, and a lot of tasting. We look at what people love to eat and think about how those flavors can translate into snacks. Then it’s about testing, refining, and making sure the final product delivers the right balance. Every flavor needs to tell a story. It’s not just about putting out something new for the sake of it. We want each product to feel like an extension of the experience people have when enjoying great food.

What makes The Golden Duck different from other snack brands?

Jonathan: The attention to detail. From ingredients to packaging, everything goes through a process of refinement. We don’t rush to put out new products unless we’re sure they live up to our standards. We focus on quality over quantity. It’s about giving people something they genuinely enjoy, not just something to munch on. That mindset has helped us build trust with our customers.

How do you approach marketing?

Chris: We let the product do most of the talking. People share what they love, and that word-of-mouth has been huge for us. Social media has also helped us connect directly with consumers. Authenticity is key. We don’t want to oversell or make exaggerated claims. The goal is to create something people genuinely want to be part of, and that comes from staying true to our values.

What role does sustainability play in your business?

Jonathan: We think about sustainability at every stage, from sourcing ingredients to packaging. It’s important that we make choices that are responsible while still delivering a great product. Consumers care about where their food comes from, and so do we. It’s not just about making a good snack but also about ensuring that what goes into it meets the right standards.

What’s next for The Golden Duck?

Chris: More flavors, more markets, and always pushing ourselves to improve. We want to keep surprising people with new experiences while staying true to what got us here. We’re always thinking about how to make our snacks better. Whether it’s refining existing products or coming up with something new, the goal is to keep raising the bar.

Chris Hwang & Jonathan Shen, Co-Founders, The Golden Duck

We focus on quality over quantity. It’s about giving people something they genuinely enjoy, not just something to munch on. That mindset has helped us build trust with our customers.