MINI DIVE TRADE SHOWS: She spent $20K on Her First Expo West Booth (Big Mistake?)

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This is a mini clip from my full conversation with Jia Liao, founder of Hot Pot Queen pulled especially since we are nearing Expo West week.

In this short drop, Jia shares the story of launching her brand the exact same day she showed at Natural Products Expo West. One day old. No retail accounts. And a booth build-out she now admits she didn’t need to spend that much on.

From hiring a company to custom-build her space to flying to California to film a promo video, she went all in without fully understanding she could’ve done it for a fraction of the cost.

But here’s the powerful part:
That very first show led to regional distributors, 200+ stores in the Pacific Northwest, and eventually landing in Cost Plus World Market after nearly a year of consistent follow-up.

In this mini clip, you’ll hear:
• The expensive mistake she made at her first Expo
• What she learned about booth strategy
• How real-time buyer feedback changed her confidence
• Why showing up even when you feel new matters

If you’re building a product-based brand and thinking about trade shows, this one is for you.

Be sure to listen to the full episode with Jia for the complete story and even more retail insight released 3.9.2025

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