AAPI Heritage Month Spotlight: How Rosa Li is Redefining Wellness With wildwonder

At the heart of AAPI Heritage Month is a celebration of tradition, innovation, and cultural pride — all of which come to life in Rosa Li’s brand, wildwonder.

Inspired by the herbal tonics her grandmother lovingly made in China, Rosa turned ancestral wisdom into a modern wellness drink that heals the gut and delights the senses. But wildwonder is more than a beverage — it’s a reflection of her heritage, a tribute to resilience, and a mission to make functional wellness more inclusive and flavorful.

In this spotlight, Rosa shares what it’s been like to build a business as an AAPI woman in a competitive space, how her upbringing continues to shape her leadership style, and why her grandmother’s quiet strength remains her greatest influence.

What inspired you to start your business, and how did your cultural background influence that decision?

wildwonder was inspired by the herbal tonics my grandmother made for me when I was growing up in China. During my finance career, I started facing gut health issues and found myself turning back to those traditions. That experience reminded me that food can be both healing and joyful, and that wellness does not need to sacrifice flavor. I started wildwonder to bring those remedies into the modern world by combining Eastern herbal wisdom with bold fruit flavors and functional ingredients. My cultural background was not just part of the inspiration. It is the heart of the brand.

Did you face any unique challenges as an AAPI founder — culturally, systemically, or personally — and how did you overcome them?

As an AAPI woman building a brand in a space that has been historically dominated by larger players, I often felt underestimated. There were times when I walked into a room and knew I would have to prove myself before anyone took me seriously. I also had to navigate cultural expectations around stability and success. Leaving a finance career to start a beverage company was not the most traditional move. What helped me was staying focused on my mission and letting my authenticity lead. The more I embraced my story, the more wildwonder began to resonate with others.

What traditions, values, or lessons from your heritage are you most proud of? How has it shaped your company culture or leadership style?

I was raised by my grandparents in China during my early years, and that experience shaped so much of who I am. They taught me to be resilient, resourceful, and curious. Those values are at the core of how I lead and how I built wildwonder. As an AAPI founder, I also carry the cultural belief in independence and self-sufficiency, which can be both a strength and a challenge. Over time, I learned that asking for help is not a weakness. It is actually essential. I would not be where I am today without the community that supports me.

I also take pride in leading with emotional intelligence. In an industry that can feel very male dominated and rational to a fault, I view empathy as a strength. Being able to understand people, listen well, and connect deeply has helped me build not just a business but a team that trusts one another.

Can you share a specific AAPI leader that inspires you and why? It could be an author, writer, musician, friend, family member, co worker, celebrity etc

My grandmother remains my biggest inspiration. She was never in the spotlight, but she had a quiet wisdom that shaped everything about how I live and lead. She brewed herbal tonics with care, not just for health but as a way to show love. That lesson stayed with me. She showed me that consistent, thoughtful acts can change lives. Her influence is present in every can of wildwonder.

What message would you give to the next generation of AAPI entrepreneurs?

Your culture is a strength. The stories you carry and the values you were raised with are not something to hide. They are what will help you stand out. Build something that feels true to you, even if the path looks different. Trust your intuition and do not wait for permission. You do not need to fit the mold. You are here to shape a new one.

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