Keegan Fong

Keegan Fong is the founder and owner of Woon, a homestyle Chinese food restaurant and packaged goods line based in Los Angeles. Raised in the Pasadena area, he worked professionally in apparel marketing before transitioning full-time to the culinary industry. Woon initially launched as a pop-up noodle stand in 2014 to share the original recipes of his mother, Julie Chen, also known as Mama Fong. The family-backed venture grew to open its first brick-and-mortar restaurant in Historic Filipinotown in 2019, followed by a second location in Pasadena in 2025, while also expanding its distribution of sauces and pantry staples nationwide.

This episode details the evolution of Woon from a temporary food cart into a multi-location restaurant brand and retail packaged goods company. The discussion explores Keegan’s professional background in brand building and how those storytelling skills were applied to launch and scale a food business. Key topics include the logistics of scaling family recipes for high-volume commercial kitchens, transitioning from a single brick-and-mortar space to a multi-unit operation, and developing a nationwide consumer packaged goods line for retail distribution.

For San Gabriel Valley viewers, this conversation highlights a local business owner who grew up in the region and recently expanded his operations back into Pasadena. The guest’s audience will gain insight into the behind-the-scenes mechanics of keeping a family-oriented food brand authentic while managing rapid business growth. Additionally, individuals searching for real-world case studies on restaurant entrepreneurship, career pivots, and scaling retail pantry items will find practical insights into building a brand centered around cultural heritage.

To stay updated on the stories of entrepreneurs, leaders, and creators across the region, subscribe to the MySGV Podcast. If you found value in this discussion about family business and operational scaling, please share this episode with a friend or a fellow food enthusiast.