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Great to meet you!  

This all began when I started highlighting Asian-owned businesses on social media. What was supposed to be a passion project after my 9-5 led to building A.F. to what it is today. I am grateful for the opportunity to work with so many founders as well as operators who want to #amplifytogether. There's more to the journey but I'll leave that for when we [hopefully] cross paths!

Cheers to building dreams.


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ABC7 los angeles

How 'Asian Founded' creator Esther Lee is turning creativity into sales for Asian-founded businesses

The creator of Asian Founded is turning love for her community and creativity into sales for Asian-founded businesses -- one owner seeing a 500% increase.
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a voice

A trusted voice for Yelp, LinkedIn, TikTok

Esther has led sessions and spoken on topics of entrepreneurship, AAPI landscape,  marketing, community and social media for corporations and national organizations.
As Seen on

Honored to be a trusted source.

as seen on

Awarded not only for success, but for incorporating a business model fostering positive social change.

UCLA Bruin Business 100 Recipient

Yelp for Business x Luminary Fellowship

Incredible women submitted applications for the Yelp for Business x Luminary Fellowship, and we’re excited to officially be accepted as one of 15 winners!
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