My journey started in the quaint town of Hamar, Norway. It’s where my parents settled down after following my grandfather’s career in shipping. While my childhood was comfortable, it was also shaped by the unspoken sacrifices my parents made to ensure we had every opportunity to thrive. They shielded us from their own struggles, but their resilience and dedication didn’t go unnoticed. I think it’s their unwavering support that gave me the motivation to carve out my own path and chase my dreams. From a young age, I always wanted to explore beyond our cosy town, to embark on adventures, build something of my own, and perhaps, repay my parents for their boundless sacrifices. So, although I couldn’t predict the twists and turns of my journey, every step I’ve taken has been a conscious effort to make my dreams come to fruition.
Me in my hometown Hamar catching the sunset at 3pm
Beautiful scenery at the sixth-longest fjord in Norway, Nordfjord
I moved to Hong Kong to study my undergraduate in business in 2017 at the Hong Kong University of Science and Technology. Coming from Norway, where the pace of life is slower and academic pressure is minimal, I found myself dealing with a whole new world of competition and ambition. My peers seemed to thrive on sleepless nights in the library, heads buried in books, and were often reluctant to offer assistance, given the competitive nature of the graded curve system. Summers were dominated by discussions of internships at prestigious institutions like Morgan Stanley and Goldman Sachs.The pressure to fit into this environment was noticeable, and I too got caught up in it, thinking that corporate internships was something that I had to do to not fall behind. Yet, with each passing summer, I felt increasingly disconnected from this trajectory, realising that it wasn’t aligning with my own goals and aspirations. It was going into my last year of university that I made my decision, despite societal pressures, to venture into entrepreneurship. My parents’ support, particularly my mother’s encouraging words – “You can always go back to a corporate job if it doesn’t work out” – provided the validation I needed.
My Covid HKUST graduation in 2021 that my parents couldn’t make
My passion for hospitality has always been a driving force in my life. I thrive in social settings and enjoy working closely with people. However, it wasn’t until I arrived in Hong Kong that this passion really grew. Hong Kong’s vibrant food scene, boasting some of the best restaurants and bars in the world, really got me from the moment I got here. I had the privilege of experiencing some amazing culinary adventures and immersing myself in different cuisines from all around the world. Yet, amidst this diversity, I found myself longing for the authentic Nordic cuisine – the kind of hearty, homemade meals that I experienced during my upbringing. Surprisingly, I struggled to find these flavours in Hong Kong. Determined to fill this gap, I decided to open my own Nordic cafe, where locals and expats alike can experience authentic Nordic cuisine, from homemade meatballs to traditional smørrebrød and Norwegian waffles. “Hjem”, meaning “home” in Norwegian, was born in 2021, and is a place to cultivate a sense of “hygge”, inviting guests to pause amidst Hong Kong’s fast-paced lifestyle and appreciate life’s simple pleasures.
Catching some sun from my favourite work spot at Hjem
Describing this journey as easy would be a huge understatement. Starting your own business sounds thrilling – the freedom to work on your own terms, set your own schedule, and escape the 9-5 grind. But the reality? It’s tough. It’s working round the clock, battling self-doubt, dealing with unpredictable circumstances and navigating through a sea of criticism and biases. Managing a team of diverse individuals, some much older than me, comes with its own set of challenges. I’ve definitely had my fair share of mistakes, but I’ve gained so many valuable lessons that I wouldn’t have it any other way. Despite all the obstacles, I’ve found immense fulfilment in my career. Bringing Nordic cuisine to Hong Kong, spreading awareness, and sharing the culture that shaped me into the person I am today has been incredibly rewarding – and that’s really what keeps me going.
Demonstrating how to make our signature Cinnamon Bun Espresso Martini
Before diving into entrepreneurship, take the time to really understand the market you’re entering, whether it’s fashion, F&B, or health & wellness. Remember those things we learned in university like SWOT analysis and Porter’s 5 forces? They may have seemed tedious at the time, but trust me, they come in handy now. Study what’s already out there, who your competitors are, and what consumers are into. Knowing both the good and the bad sides of the market helps you make better decisions and avoid unnecessary risks. And don’t forget the numbers! It’s not just about having a great concept; it’s about ensuring it translates into a profitable business.
Received the keys to our new restaurant venue in Singapore
Another important aspect is ensuring you have a solid grasp of all parts of your business, from operations and marketing to finance and customer service. Sure, you can hire people to handle these things, but remember, it’s your baby. Nobody’s going to care about it as much as you do. Staying on top of everything ensures that operations run smoothly, marketing aligns with your vision, finances are managed effectively, and customers are satisfied. Being hands-on not only builds trust with your team and potential stakeholders, but also gives you the knowledge and skills to tackle whatever comes your way.
There will be days when you question everything and moments when you feel like giving up. But it’s in those moments that your determination and passion will reveal themselves. Trust in your abilities, lean on your support network, and keep pushing forward, even when the path seems uncertain.
Editor
Elin Fu
