HI Friends,

Today on Asian Food Nerd, Stories Behind the Brand, we are going to be exploring the awesome Emma Chamberlain and her coffee empire. Just how she broke the internet.
Emma Chamberlain has become the “it girl” in terms of the vlogger space.
While you can catch her on the runway of the Met Gala interviewing celebrities, today we will focus on her Chamberlain coffee empire.
Before we begin, here are some fun facts about Chamberlain Coffee
● She has over 11.9 million subscribers on YouTube
● She was born in San Bruno California. The current YouTube head quarters.
● Her celebrity crush is Timothee Chalamet
● In 2019, Time magazine included her on its Time 100 Next list and its list of 25
most influential in people on the internet.
● She is an ambassador for Louis Vuitton and Cartier

CHAPTER 1: Humble Beginnings
Emma Chamberlain is one of the most well-known and relatable stars of YouTube over the last few years. But who is she?
Chamberlain was born in 2001 and an only child. Her parents divorced when she was very young and like many of the Gen Z generation started watching YouTube videos at an early age. Like many only children, this was a way to connect to other people and to follow her idols.
In 2020, Seventeen magazine published an article stating that Emma’s family struggled financially growing up. She noted that there were times when they didn’t have money to go to the movies.
Her dad was an artist and struggled financially.
Chamberlain became quite savvy at video making as this was required for her classes at school.

Emma began her channel in 2016 and quickly rose to stardom, in essence because of her relatable personality and ability to connect with her viewers. Her videos are fun and if you have seen any of her videos, you can certainly see why she has become a staple in the YouTube industry.
The speed at which she rose to internet fame can be partly in thanks to her skills she had learned from her time making and editing videos during her days at school. But these were videos for friends and family, not for a YouTube channel. And as one can imagine, YouTube requires more skill and TIME.
Chamberlain edits each video herself at the very beginning. This can take anywhere from 20 to 30 hours at a time.
This kind of work life can take its toll on you physically and mentally. Emma herself has mentioned she has suffered from back pain and eye strain from these editing sessions.
So what kind of videos does she actually make? She is essentially an incredibly creative vlogger. She makes slice of life videos which are extremely popular with these types of videos receiving an average of 4 million views. Additionally she is known for her thrift heavy style videos as well which has lead to her becoming a well known fashionista. Emma is also a bit of a trend setter, especially when it comes to the communication style she incorporates in her videos. You could say she is the one that popularised this zoom style videos , in which she uses text on screen and pauses. Her videos portray an authentic atmosphere where the audience feels as they are seeing a genuine person, which let’s be honest, some YouTube personalities
seem to put on a persona. However, with Emma we feel pleasantly engaged.

After building a loyal audience base in 2019, it was natural for Emma to launch a relatable product. Coffee which is a frequent topic in her vlogs.

Coffee is also big business. According to content creator channel Colin and Samir, every year 500 Billion cups of coffee are consumed world wide. In the United States, 400 million cups of coffee are consumed daily.
With her core audience being girls in their teen to early twenties, Chamberlain is aiming for first time coffee drinkeres. Cleverly, Chamberlain coffee are designed in bags making it easy to make. Jus steep in hot water like tea.
The price point is also attractive at around twenty dollars you get ten packs of coffee making it an appealing and affordable merchandise that can reach the masses.
Compare this to buying a t shirt for twenty bucks from most influencers.
While many influencers build a business by promoting products from other brands, Chamberlain extended her own brand to the product.
She understands her core audience which are girls in their teens and early 20’s. Cleverly, her coffee has cute names such as Social Dog Cold Brew and Night Owl. The colourful packaging truly attracts her core audience.

According to an interview on Refinery29, the story behind Chamberlain Coffee started when she was 10. She went to coffee shops with her mom. She drinks lots of coffee during high school to stay alert during her studies. She enjoy her cold brew.

In 2022 Chamberlain coffee onboarded around $7 million dollars of funding for development of new products and to expand their retail footprint.

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