AAPI Heritage Month Spotlight: How Julia Kim Is Building a New Standard for Mothers in America
This AAPI Heritage Month, we honor the visionaries reimagining care, culture, and community — like the founder of Sanu Postnatal Retreat.
Her journey began with a deeply personal experience: becoming a mother in the U.S. and realizing just how little support new parents receive. That contrast, especially compared to the Korean tradition of Samchilil — 21 days of dedicated postpartum care — became the catalyst for a bold idea: to make maternal recovery a standard, not a luxury.
Rooted in cultural reverence for motherhood and powered by lived experience, she’s building more than a business — she’s reshaping the narrative around postpartum health in America. In this interview, she shares how heritage gave her a blueprint, the challenges of being an AAPI founder in a misunderstood space, and why finding your tribe is essential for the road ahead.
What inspired you to start your business, and how did your cultural background influence that decision?
I started Sanu Postnatal Retreat because I experienced firsthand how little support new mothers receive in the U.S. after giving birth. Despite all the resources I had, I was overwhelmed, exhausted, and struggling, especially in those critical first few weeks. At the same time, I saw friends and family members in Korea receive comprehensive postpartum care in dedicated facilities, where rest and recovery were not just encouraged, they were expected. It made me realize that what I thought was “normal” in the U.S. was, in fact, a cultural failure to care for mothers. As a Korean American, I grew up between two worlds. In Korean tradition, Samchilil - the 21 days of rest and care after childbirth—is deeply respected and woven into family life. The idea that a mother should be nurtured so she can nurture her child felt intuitive. But here in the U.S., there was a stark contrast: mothers are often sent home from the hospital within days and expected to bounce back immediately. That cultural gap was the catalyst for Sanu. I founded Sanu to reimagine postpartum care in America - not as a luxury, but as a standard of support that every new family deserves. My cultural background didn’t just inspire this work; it gave me a blueprint. And as a mother of two, this mission is personal. I believe we can, and must do better for parents.
Did you face any unique challenges as an AAPI founder — culturally, systemically, or personally — and how did you overcome them?
Yes, I’ve faced challenges as an AAPI founder, some systemic, some cultural, and some deeply personal. Culturally, I come from a background where humility and deference are often seen as strengths. But in the world of startups, especially when fundraising or pitching to investors, those traits can be misread as uncertainty or lack of confidence. I had to train myself to say, “This is the best model for postpartum care in the country,” and mean it, not because of ego, but because it’s true. Systemically, I entered a space where very few people looked like me or understood the cultural lens I was bringing to postpartum care. Many investors didn’t know what Korean postpartum care even was, and some didn’t take it seriously until we proved traction. That’s a common challenge for AAPI founders, we often have to over-explain, over-perform, and over-deliver just to be seen as viable. Personally, I also carry the weight of being a mother while building a company designed to support mothers. That dual reality is both a strength and a huge strain. But what helps me overcome it all is staying close to the mission. Every time a mom tells us, “You changed my postpartum experience,” it’s a reminder that the hard path was the right one.
What traditions, values, or lessons from your heritage are you most proud of? How has it shaped your company culture or leadership style?
One of the traditions I’m most proud of from my Korean heritage is the deep reverence for mothers and the postpartum period. In Korea, there's a clear understanding that when a baby is born, so is a mother—and she deserves to be cared for, not overlooked. That value of honoring the mother, not just the baby is at the heart of everything we do at Sanu. Culturally, there's also an emphasis on quiet excellence. In my upbringing, you didn’t need to be the loudest in the room; you just had to be the most prepared, the most reliable, the most committed. That’s shaped my leadership style. I try to lead with calm, with care, and with a relentless attention to detail. I don't believe in performative hustle, I believe in thoughtful, deliberate execution and building trust over time. Another value I carry from my heritage is the importance of hospitality. In Korean culture, caring for guests isn’t transactional, it’s an extension of who you are. That philosophy is woven into our company culture at Sanu. Whether you’re a new mom staying with us or a team member working behind the scenes, you’re treated with intention, respect, and warmth. That’s not just good service, it’s who we are.
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
One AAPI founder who deeply inspires me is Shan-Lyn Ma, the co-founder and former CEO of Zola, and also a mother! Shan-Lyn built Zola into one of the most successful wedding planning platforms in the U.S., disrupting an industry that had been stagnant for decades. What inspires me most is not just the scale of what she built, but how she did it, with intentionality, user empathy, and a focus on solving real-life logistical and emotional pain points for couples. As a mother, she also speaks candidly about the challenges of balancing startup life with parenting, and how motherhood reshaped her priorities and leadership. That resonates with me deeply. Founding a company while mothering, especially one centered on postpartum care, is its own kind of paradox. You’re exhausted and stretched, but you’re also deeply connected to your mission. Seeing a leader like Shan-Lyn Ma make space for both ambition and family reminds me that success doesn't require choosing one or the other, it requires reshaping the system so women can lead on their own terms.
What message would you give to the next generation of AAPI entrepreneurs?
Find your tribe. The road will be hard - lonely, even. But it gets lighter when you walk it with others who understand. Surround yourself with people who get it, other founders, other mothers, people who have walked through the fire and are still building. For me, that tribe includes a small but mighty group of fellow postpartum care founders. We share resources, lift each other up, and remind one another why this work matters. That village has been a lifeline. You don’t have to do this alone. And you’re not supposed to. Look for the ones who see your vision before it’s fully built. Hold onto them. Build with them. Heal with them. We rise higher when we rise together!
What are your top favorite AAPI brands you are supporting right now,? Share at least two and why
Two AAPI-owned brand I’m proudly supporting right now are Good Light and Fly By Jing, each close to my heart for very different reasons. First, Good Light, founded by my dear friend David Yi. Not only is he a visionary, but he is also one of the kindest, most generous human beings I know. David created Good Light to celebrate beauty beyond the binary, offering skincare that’s gentle, inclusive, and deeply affirming. Watching him build a brand with such soul and seeing how many people feel seen and celebrated through it has been nothing short of inspiring. He’s a blessing to everyone who knows him, and I’m so grateful to support his work. Second, Fly By Jing, founded by Jing Gao, makes a chili crisp that I love. But beyond the flavor, I admire how Jing has taken something culturally rooted and made it modern, unapologetic, and super successful. It’s more than a condiment; it’s a celebration of identity! Supporting these brands isn’t just about great skincare or pantry staples, it’s about uplifting founders who are changing the world with authenticity, courage, and heart.
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