Gen X founder of $63 million-a-year ice-cream company grows raspberries, blueberries and bok choi from her central London abode
What would you do if you had a six-figure salary? Perhaps you’d never cook another meal again or indulge in a monthly Thai massage and a Soho House membership to unwind from the stress that comes with being at your A game.
Here at The Good Life you don’t have to imagine what life at the top looks like anymore: Get real-life inspiration for how the most successful live their lives.
Today Fortune meets Vivien Wong, co-founder of Little Moons—those little balls of ice cream wrapped in a glutinous layer of sweet rice that went viral during the pandemic.
In January 2021, the brand became a social media sensation, with slime-obsessed Gen Zers flocking to try out the mochi-inspired snack—and it’s unusual texture—for the first time.
In the week after going viral on TikTok, sales of Little Moons at the British supermarket giant Tesco surged by 700%.
Of course, the small business was completely unprepared for TikTok fame in the midst of a pandemic. Shelves were quickly emptied of stock—but it made the brand become even more desirable: Those who could get their hands on the product, showed off their purchase with an unboxing video and a taste test; The hashtag #LittleMoons gained nearly 20 million views; And to keep up with the pace, the company grew from around 100 employees to 400 in a matter of months.
20,000,000
The amount of views the hashtag #LittleMoons gained.
Looking back, the 44-year-old Wong tells Fortune that the overnight success story was “12 years in the making.” Wong and her brother, Howard launched Little Moons in 2010, when “the frozen aisles were known as the graveyard of innovation.”
Having spotted an increase in popularity for sushi and ramen but not Japanese deserts, the siblings knew there was a gap in the market for mochi to fill—and combining the traditional sweet with ice cream made it an easier sell to Brits.
The company grew from around 100 employees to 400 in a matter of months.
They started out serving it in Japanese restaurants, where they figured more people would be willing to give it a taste. From there, Little Moons enjoyed a slow and steady success. In 2015, the brand launched in Whole Foods and listings in Ocado, Waitrose and Tesco followed, before Covid hit and the brand went viral on TikTok.
Today, Little Moons is available in all U.K. supermarkets and 34 countries and it’s forecast to turnover £50 million ($63,000).
The finances
Fortune: What’s been the best investment you’ve ever bought?
The best investment I’ve ever made has been my own well-being. Running and owning your own business is relentless, so I have dedicated significant time and resources to both my mental health (through therapy and executive coaching) and my physical health (with personal trainers, acupuncture and movement coaching). These investments have been invaluable and will continue to pay dividends for the rest of my life.
And the worst?
We built a beautiful outdoor kitchen during the pandemic. We have a Gozney Pizza oven, a green egg, an Ooni, but we don’t use them as much as anticipated, not helped by the unpredictable British summer!
“The best investment I’ve ever made has been my own well-being.”
Vivien Wong
What are your living arrangements like: Swanky apartment in the city or suburban sprawling?
We live close to the City because we love everything that London has to offer. With my husband’s restaurants in Mayfair and Soho, being nearby is perfect for both work and enjoying the vibrant energy of the city.
How do you commute to work?
I take the tube or walk. Walking through London is such a privilege —if you take the time to look up and take in the architecture and history, especially down the Strand and Fleet Street. All those wonky old Tudor buildings tell stories of centuries past. It’s a great reminder that history is always right there, if you slow down to notice it.
Do you carry a wallet?
I carry a thin card holder for ID, the odd credit card and membership cards you need to access places.
What personal finance advice would you give your 20-year-old self?
I followed my parents’ advice and invested in a property early on when I first started working. Living at home allowed me to save for it, and I made sure to live within my means, avoiding credit card debt. While I fully understand the value in contributing money into a pension fund from the age of 20, the reality is that life is expensive and at the time, I didn’t have much extra to spare.
Where’s your go-to wristwatch from?
An Apple watch!
The necessities
How do you get your daily coffee fix?
My husband brings me coffee in bed every morning. I like daily rituals in my life; I start with a coffee and end with a Little Moons as a sweet sign-off.
What about eating on the go?
I usually have breakfast at home and opt for a light lunch rather than skipping it. Our office is surrounded by incredible food stalls offering cuisine from all around the world, so you’re truly spoiled for choice!
Where do you buy groceries?
My local farmers market for fruit and vegetables. Chicken from Fosse Farm, we order fish directly off the day boats (peskyfish.co.uk or hendersontohome.com) and everything else from Ocado. My husband is a chef, so he is picky about where we source our food. We also grow some things in our garden which bring us so much joy. Raspberries, blueberries, strawberries, spinach, bok choi, apples and pears.
How often in a week do you dine out versus cook at home?
We often cook at home but also love exploring the new restaurants that constantly pop up around London. There are always exciting places to try, and we really do love eating out. Rambutan in the Borough Market is a favorite – it never fails to deliver an exceptional meal.
To help unwind from the top job, Wong enjoys walking her dog:
Vivien Wong Little Moons
Where do you shop for your work wardrobe?
When I worked in the factory daily, my uniform was Paige or rag & bone jeans, a white T-shirt and a sweater. More recently I have elevated that look with a jacket—either vintage Chanel or Alexander McQueen when I’m in the office.
The treats
Are you the proud owner of any futuristic gadgets?
I am not massively into tech. I recently discovered you can move the cursor on an iPhone by holding down the space bar and it has been a game changer!
Ibiza seems to be the go-to vacation spot for the entrepreneur and her family:
Vivien Wong Little Moons
How do you unwind from the top job?
At the end of a work day, I love walking my dog, chatting to my husband and either hanging out and cooking or popping out for dinner. I also talk to my friends who own businesses which clears my mind. A problem shared!
What’s the best bonus treat you’ve bought yourself?
I have marked many bonus moments with a piece of fine jewelry from Anabela Chan. Her store is a whimsical break from reality and the best way to reward yourself.
Take us on holiday with you, what’s next on your vacation list?
For us, traveling is about experiencing something new whenever we can. One place we can’t seem to stay away from is Ibiza, especially during the off-season when we need a quick recharge. There’s something about the warmth of the Mediterranean sun on your face that instantly pulls you into the present moment. It’s the perfect way to unwind and escape.
The next trip we have planned is Thailand for Christmas with my mom and her sister. They were raised there and speak the language, so it’s always a unique chance to experience the country through their eyes—authentic and sometimes off the beaten path. We can’t wait to explore the vibrant markets, savor the delicious street food, and visit the hidden gems that tourists sometimes overlook.
Here at The Good Life you don’t have to imagine what life at the top looks like anymore: Get real-life inspiration for how the most successful live life.
Fortune wants to hear from European leaders on what their “Good Life” looks like. Get in touch: orianna.royle@fortune.com
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