Boba with a purpose: The story of Amino Avenue

It’s midnight and the air is thick with the scent of caramelized brown sugar and steeped tea, resulting from hours spent testing another batch of boba.

“More sugar? Too sweet. Toss. Brew the black tea hotter? Watery. Toss. Try a different method. Better,” said Cameron Wong, the co-founder of Amino Avenue, a healthy boba business.

Wong jots down notes while his co-founder Jenna Wu dials a friend, inviting them to taste-test their latest creation.

This was how every Thursday night looked for over a year: sleepless nights spent tweaking, testing, and tossing boba tea samples.

For Jenna Wu and Cameron Wong, having a perfect product wasn’t optional. This relentless pursuit of excellence built the foundations of Amino Avenue, a business with a mission to create drinks that satisfy cravings without sacrificing health.

Drawing on Wu’s expertise as a personal trainer and powerlifter, and Wong’s five years in the bubble tea industry, the duo committed to transforming the beloved indulgence into a guilt-free pleasure.

While working as a personal trainer at USC, Wu noticed a common problem among her primarily Chinese female clients. Boba was one of their favorite drinks, but with its high sugar and calories, it was almost impossible to fit into their diets without compromising their health and fitness goals.

“There was no healthy alternative–especially in America,” she said.

With her experience in health and fitness, Wu understood that removing enjoyment of foods often leads to binge eating, harming physical and mental health.

“I created this brand to preach balance,” she said. “Fitness is more than just physical health—it’s mental health. I want people to enjoy their favorite drinks without going overboard, but not completely restricting themselves. It’s about finding a middle ground.”

To bring her vision to life, Wu partnered with Cameron Wong, whose firsthand experience in the boba industry offered crucial insights into the makings of the beverage.

“We’re not just selling boba. We’re selling a concept, a lifestyle. We’re proving that health doesn’t mean giving up what you love,” Wong said.

Growing up overweight, Wong resorted to unhealthy weight loss strategies. He was determined to create a product that satisfies consumer’s taste buds, while fitting into their diets.

“That’s when I realized being healthy doesn’t have to suck—it can be delicious,” he said.

Drawing from his experience as a boba shop worker, Wong had insight into the often-overlooked realities of traditional bubble tea preparation.

“I couldn’t even tell you what was in those scoops or how much sugar was actually going into the drink. It’s much more of an estimate,” he explained.

This lack of transparency and control in traditional boba shops inspired Wong and Wu to develop a healthier alternative, ensuring that consumers know exactly what goes into each drink.

However, building a business from scratch wasn’t easy. During Amino Avenue’s earlier stages, Wu and Wong were both full-time students at USC juggling demanding schedules. Wu balanced eight clients a day, student organizations, and worked as a MyProtein ambassador, often talking for hours non-stop.

“It was exhausting, but I knew it would benefit Amino Avenue in the future,” she said.

Meanwhile, Wong balanced an internship in Downtown L.A., part-time cello teaching, and 20 units of classes during his junior year.

Despite their packed schedules, they met every Thursday to refine their concept.

“We’d stay up late perfecting recipes and figuring out logistics. It was stressful, but Jenna’s passion kept me going,” Wong said. Their dedication has yielded remarkable results.

Starting as an online business in March 2023, Amino Avenue has since partnered with food trucks and is set to launch a Downtown L.A. store in early 2025.

A crucial factor in their success has been their willingness to pursue every opportunity, big or small. Wu and Wong’s relentless efforts have not only established their business but also built a motivated team, allowing them a bit more breathing room.

Wu and Wong’s story paves the way for Asian-founded companies in the fitness and wellness industry, adding diversity to a market that’s often perceived as Western-centric. By introducing an Asian-led brand with flavors and products that reflect cultural tastes, they aim to foster a more inclusive wellness market. The duo’s shared cultural heritage has played a significant role in the development of their boba business, appealing particularly to many Asian consumers.

“With Jenna being more international and me being born and raised in Southern California, we bring different perspectives,” Wong said. “Jenna understands the mindset of Chinese people who are coming here, while I know what people here in SoCal want. Together, we serve both.”

This blend of experiences has allowed them to cater to a wide range of Asian demographic groups, from California locals to international students.

Despite being in a male-dominated industry, Wu has experienced strong support as a female Asian entrepreneur, using her identity to her advantage.

“Anything related to boba, and because people know we’re Asian, it helps—they likely see us as authentic,” she said.

Beyond Amino Avenue, Wu has made a significant impact as a female powerlifter, inspiring many young Asian girls and challenging stereotypes of fragility.

“I wanted to show people—especially Asian girls—that the gym can be fun. You can be strong and still enjoy what you love,” she explained. Wu has built a supportive community, partnering with women-only fitness studios in Downtown L.A. to create environments that resonate with her message.

As Amino Avenue grows, Wu and Wong remain committed to their mission of delivering health, inclusivity, and balance—one cup of boba at a time.