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article today theme-A mum and daughter sold their Ye Traditions homemade red rice wine on Carousell as an experiment and it became a hit
As part of their heritage, the Yap family made red rice wine in their kitchen for decades and enjoyed it at every celebration. Wondering if there were others who loved it as much, they casually offered it on Carousell, calling it Ye Traditions. The outpouring of memories it elicited surprised them.
It all started because of a passing remark Yap Jinyen made on her birthday in 2019. The millennial was enjoying the red rice wine brewed by her mother Yap Joo Eng – a hallowed family tradition for generations – when she wondered out loud if brewing rice wine was a “disappearing art”.
The business steadily grew, as did their product offerings. They added their Hakka yellow rice wine in 2021, and ginger rice wine in 2023. Online orders for these rice wines quickly grew to more than 500 bottles each month in total.
