Joshy Jin WowzaBox
From Graduate to Culinary Innovator
Joshy Jin's transformation from a Business Management graduate at Newcastle University to entrepreneur is an inspiring journey. In 2016, he opened his first restaurant, La Yuan, in Newcastle, which he successfully exited in 2021. Not one to rest on his laurels, Joshy went on to found WowzaBox, a company that delivers Chinese meal kits across mainland UK.
WowzaBox has quickly gained popularity for its unique, chef-led, no-subscription recipe boxes featuring region-specific Chinese dishes. The company completed its first funding round in 2024 and won the UK Start-up Award for Best Food & Drink Start-up in the North East region.
As the Managing Director of WowzaBox, Joshy focuses primarily on product development, ensuring the highest quality and authenticity in every meal kit. His dedication to excellence and innovation has made WowzaBox a standout in the competitive online meal kit market.
We spoke to Joshy ahead of the START UP Community Social ‘Retail Stores Vs E-Commerce’ where he will be a guest speaker discussing the pros and cons of selling online and offline, as well as answering your burning commerce questions.
What inspired you to start La Yuan & WowzaBox, and how did your university experience shape your entrepreneurial journey?
When I arrived in the UK for the first time, I was truly shocked by the Chinese food—it was so different from what I was used to, yet incredibly popular. I saw an opportunity in this market and decided to pursue it. I applied for a START UP programme, which provided me with invaluable training. This was a crucial step that helped me a great deal. The university also opened many doors that I couldn’t have accessed on my own. I owe a lot to Newcastle University for what I’ve achieved today.
In 2016, I opened La Yuan. The restaurant was a success, but scaling the business proved to be very challenging. Replicating a restaurant is extremely difficult, with staff and finances being particularly hard to manage. My business partner Georgina Li and I began exploring ways to expand our service to a wider market. A food delivery service seemed like a great solution—it allowed us to serve far more people from a single location, without the limitations that come with running a restaurant. That’s how we launched WowzaBox in 2022.
What were some of the biggest challenges you faced when transitioning from a university student to running your own business, and how did you overcome them?
The business world is vastly different and cannot be fully taught. Every learning curve is built on mistakes. You simply have to build your resilience, increase your pain tolerance, and keep moving forward.
How have you seen the retail and online commerce landscape evolve since you started your businesses, and what trends do you think will shape the future?
Retail offerings are evolving rapidly, with consumers' tastes becoming more adventurous and refined. In the online food retail space, I believe people are increasingly seeking niche options. Large brands like HelloFresh may face growing challenges, creating opportunities for smaller brands that focus on delivering higher quality.
However, the food box delivery industry as a whole is undergoing significant changes. Many start-ups and mid-sized brands have shut down due to high overheads and low profitability. Looking ahead, I think more people will turn to online food ordering, but brands will need to carve out their niche and prioritise profitability. Without this focus, they risk being overtaken by competitors.
What strategies have you found most effective in engaging and retaining customers in the competitive online meal box market?
Niche offering and high quality products.
What are your future goals for WowzaBox, and how do you plan to achieve them?
I hope WowzaBox can become the go-to brand for Asian cuisine in the UK. We are committed to working as hard as we can, delighting each individual customer, and managing every penny with care.
In the near future, our goal is to develop 1-2 hero products that can be sold through major online and offline retailers. We’re hopeful this will establish us as a national brand, paving the way for further growth.