Food For Thought is an exploration of Asian-American identity and East and Southeast Asian cultures as “exotic” in the eyes of America—one example being the beauty industry, which remains divided where Asian products exist separate from mainstream. How can we highlight Asian cultures in the context of commercial America in a society saturated with the fetishization of them? It is time America parts way from treating Asian cultures as exotic, in both macro and micro format. Yellow is a brand dedicated to celebrating Asian cultures, in the context of Western beauty products, highlighting food as a bridge for cultural exploration, discovery, and connection. Yes, we do have special cultures, and its differences are beautiful. Yellow is a brand dedicated to Asian empowerment, created by an Asian-American. As a first-generation Asian-American, I found food as a way to connect with my heritage cultures and fully realize my identity. Over the past few years I have learned to love my identity through connecting with others who share my experiences, and my love for my heritage flourished watching Asian food start to trend. All it takes is cultural curiosity and an open mind.