Yayi Chen, a Singaporean entrepreneur in Europe and a fervent advocate for Asian pop culture, has embarked on a remarkable journey in Hamburg, Germany. Through his business ventures, J-Store Hamburg and SeoulStation Tanz, he has not only brought joy to enthusiasts of Japanese and Korean culture but also fostered a sense of community and inclusivity. As we celebrate Pride Month, Yayi's story serves as an inspiration, highlighting his determination and commitment to empowering diversity.
Introducing Neoprint machines to the local community
Yayi's entrepreneurial journey in Europe began with an unconventional idea - importing a Japanese Neoprint machine to Germany. For the uninitiated, Neoprint machines are photo booths, popular among young people in Asia during the late 1990s and early 2000s, but had not yet made their mark in Hamburg.
“In Asia, newer versions of the Neoprint machines are released every two years, whereas the ones we knew in Germany were about a decade old.”
Recognizing this opportunity, Yayi decided to introduce this widespread Asian phenomenon to the local community. Although the initial venture didn't unfold as anticipated, Yayi's resilience led him to explore alternative avenues.
Manga shop + Neoprint Machines = Success
Yayi's business took a fortunate turn when he met his current business partner, who owned a manga shop in Berlin.
“We quickly discovered that the idea of combining a neoprint machine with manga resonated exceptionally well with the local audience."
Encouraged by the positive response, Yayi replicated this concept in Hamburg, establishing his current business, J-Store Hamburg and further solidifying its success.
Bringing an Asian Pop Culture experience to Hamburg
Over the years, Yayi's business expanded beyond Neoprint machines. Together with his partner, they diversified their offerings by delving into Japanese and Korean merchandise. In addition to their online shops, he opened a Korean dance studio, SeoulStation Tanz—a passion project that nurtures creativity and self-expression within a growing community. Yayi's vision was to create a comprehensive Asian pop culture hub in Hamburg, where enthusiasts could immerse themselves in the vibrant world of manga, anime, music, and dance.
Challenges for an Entrepreneur in Europe, and the Road Ahead
Like any entrepreneur, Yayi faced challenges along his journey. The COVID-19 pandemic disrupted operations and introduced uncertainty into the market. Ongoing current affairs and economic instability have further complicated the business landscape.
“In light of inflation and the increasing cost of living, it became essential for us to manage our employees’ expectations,” Yayi acknowledged. “Additionally, the rising shipping and material costs pose significant challenges. Prudence and careful financial planning are vital in navigating these uncertain times.”
However, he remains cautiously optimistic about the future, acknowledging the industry's resilience and potential for growth.
Going beyond profits, and the power of meaningful connections
For Yayi, the most rewarding aspect of his journey lies in the connections formed with his customers and community. Positive reviews and testimonials affirm the impact his business has made. The Korean dance studio stands out as a particularly meaningful achievement, facilitating self-expression, personal growth, and a sense of belonging among its participants. Yayi's business has attracted a diverse range of customers, transcending age and cultural backgrounds, showcasing the universal appeal and power of cultural exchange.
“You don’t become rich opening a dance studio,” he laughed. “But I’ve seen strangers transform into a close-knit community, learning to express themselves through dance. It’s a positive experience that promotes both physical health and meaningful human connections.”
How speaking the native language enhances customer relationships
Yayi emphasizes the importance of language proficiency when starting a business in a foreign country. He shares his personal experience of learning German fluently when he first arrived, before going into his entrepreneurial ventures.
“Finding a job was challenging when I arrived. I took language lessons up to B2 before I landed a job just to test the waters. Working there for a year significantly improved my German skills. School and social interactions help, but true language progress comes from working or engaging in a similar environment."
Speaking the native language fluently demonstrates respect for the local culture and an earnest effort to integrate into the community. Yayi highlights that by investing time and effort to learn the language, entrepreneurs not only gain respect but also form deeper connections with local customers, suppliers, and partners.
"Daily interactions with customers push you to speak and learn from mistakes. I’m still not perfect, but I think my German colleagues appreciate that I speak enough to connect with them.”
Yayi Chen, a Singaporean entrepreneur in Europe, has significantly impacted the Hamburg community through his passion for Asian pop culture. From introducing Neoprint machines to diversifying his offerings and fostering a sense of inclusivity, Yayi's journey is a testament to his determination and commitment to empowering diversity. As his business continues to grow, Yayi remains dedicated to creating meaningful connections and embracing cultural exchange, demonstrating the true spirit of an entrepreneur in Europe.
Learn more about J-Store Hamburg (website | Instagram) and SeoulStation Tanz (website | Instagram) by clicking on the links above!
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