MìLà’s dumpling hype & Béis’ resale game-changer

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A new study from SponsorUnited shows that 29% of brands in the endorsement space joined within the last 12 months, with consumer products, food, and apparel leading the charge, while influencers continue to outpace traditional celebrities in follower growth, especially on video platforms like TikTok and YouTube.

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Updates ☕️

Google is adding ads to AI-generated search summaries and launching AI-organized search results to expand AI’s role in search.

Meta is promoting its AI-driven Advantage+ tools, recommending 20 diverse ad creatives for better holiday ad performance on Facebook and Instagram.

TikTok's new Search Ads boost conversions by 20%, targeting high-intent users with keyword-based ads, challenging Google's ad dominance.

Amazon says it plans to hire 250,000 transportation and warehouse workers for the holidays, the same as last year.

MìLà: How this DTC brand is redefining frozen food with flavor and star power

Jen Liao and Caleb Wang took a bold leap from running a street food restaurant to building MìLà, a multimillion-dollar DTC brand, specializing in authentic frozen soup dumplings. And they’ve done it by blending cultural authenticity with clever marketing and star-studded partnerships.

From family recipes to freezers: Jen and Caleb didn’t just want to sell dumplings; they wanted to recreate the flavors of home. Their commitment to authentic Chinese flavors helped them stand out in a crowded market. As Jen put it, “It had to taste just like what we had in China.” And MìLà delivers that experience straight from the freezer.

Grassroots marketing with a digital twist: MìLà’s transition from restaurant to DTC wasn’t just about products—it was about building community. They leaned into platforms like WeChat and Facebook, with Jen’s mom playing a crucial role in spreading the word to loyal customers. That grassroots hustle kept their audience engaged and eager as they expanded.

Now, MìLà’s hitting shelves in Whole Foods and Target, with more products on the way.

Big names, bigger buzz: MìLà’s marketing has hit another level thanks to some well-known faces. Collaborations with comedian Uncle Roger and Marvel star Simu Liu, who’s also their Chief Content Officer, have made MìLà a viral sensation. Whether it’s humor-packed ads or cooking demos, these partnerships feel more like recommendations from friends than sales pitches.

A new standard for DTC food: MìLà is redefining the frozen food space by combining authenticity, community engagement, and viral content. With smart influencer collaborations and a clear focus on storytelling, they’ve managed to stand out in a competitive market. For DTC founders and marketers, MìLà proves that blending tradition with modern marketing can create a recipe for success.

Béis launches secondhand luggage program: Second Béis

Béis, the luggage brand founded by actress Shay Mitchell, is diving into the resale market with its new program, Second Béis. Launching this week, the program offers customers the chance to buy gently-used luggage, like weekenders and rollers, at 30% off their regular price. Béis has teamed up with branded resale platform Trove to make it happen.

A new space for luggage resale: While resale is common in apparel and accessories, it’s still new in the luggage industry. Béis is the first standalone luggage brand in Trove’s portfolio, joining big names like Patagonia and Levi's. "We’re leading the charge for brands in our space to offer a program like this," says Liz Money, SVP of Brand and Creative at Béis.

Why Second Béis? Most of the items sold through Second Béis are returned products in great condition, with some showing minimal wear, like dust on the wheels or missing tags. By offering these items online, Béis is expanding beyond its typical Los Angeles warehouse sales to reach a wider audience. "This is a better way to give products a second life," Money explains, adding that the program is perfect for price-conscious shoppers or those interested in sustainability.

Durability meets demand: Experts believe resale in travel gear is set to grow. Darpan Seth, CEO of Nextuple, calls it a "smart move," noting that luggage is durable and well-suited for secondhand sales. Meanwhile, Michael Prendergast of Alvarez & Marsal sees strong demand but highlights the challenge of managing resale efficiently and profitably.

For now, Béis is focusing on building out Second Béis but has plans to explore trade-ins and peer-to-peer offerings in the future.