Turning Challenges into Opportunities | with Alex Le
Imagine starting with nothing but a tent at a farmers' market and a dream. Now, picture that dream turning into one of Hawaii’s most celebrated restaurants, featured on international food shows and earning prestigious accolades.
That’s the story of Alex Le, who, with his brother, Chef Andrew Le, founded The Pig & The Lady—a testament to resilience, hard work, and the power of believing in something greater than yourself.
Laying the foundation
“I don’t think any job is beneath me. Just because you’re the dishwasher or bussing tables, that doesn’t mean it’s a degrading job. That’s all foundation, an important foundation to have in running any business.”
That mindset became the cornerstone of his success. Growing up in a hardworking Vietnamese family in Honolulu, Alex and his brother Andrew were instilled with the values of perseverance and dedication. Though the family had no formal culinary background, their mother’s home cooking laid the foundation for what would become a thriving business.
Turning Challenges into Opportunities
In 2011, life took an unexpected turn when Alex’s mother suffered a stroke.
“Everything came crashing down. We didn’t know what to do.”
Alex Le with mother and ‘ohana
As a family, they decided that her recovery would be their priority.
Cooking, something she loved dearly, became an essential part of her therapy. What started as a way to help their mother heal transformed into something much bigger.
“For her therapy, we wanted her to cook, to remember the recipes.”
At the time, pop-up dining experiences were gaining popularity in cities like San Francisco and New York.
“Pop ups were when lesser known chefs would do an underground dinner like in a warehouse or in someone else’s restaurant or in a garage. It kind of inspired us to, ‘Hey. Maybe we should open a restaurant.’ That was what we kind of wanted to do, especially for our mom because she was always a great cook.”
Alex Le and Andrew Le
Inspired by this trend, Alex and his brother decided to test the waters by selling their mother’s dishes at local farmers' markets. Setting up tents and tables wasn’t new to them—they had grown up working at flea markets, a skillset that now proved invaluable.
For two years, they built a loyal customer base, perfecting their craft, refining their recipes, and proving that their food was something special.
“Building tents, setting up tables…[The farmers’ markets] were probably the most critical part of the whole beginning of the restaurant. Just having mom get well by teaching us how to make proper Vietnamese food.”
Taking the Leap
The big break came when their landlord, a fan of their food and story, offered them a restaurant space in Honolulu’s Chinatown.
“[Our landlord] would always eat at the farmers’ market. She loved our food. She loved our story. She invited us to take over the space in downtown.”
The Pig and The Lady
At the time, the area was struggling, and the prospect of setting up a permanent location was daunting. But despite their fears, the family took the leap of faith.
“At that time, Chinatown was very run-down. Our area had a lot of homeless. We were scared but we decided as a family to go for it.”
With limited financial resources, they turned to Kickstarter and successfully raised $100,000 to help fund their dream. They cut costs wherever they could, even buying chairs from a hotel auction for just a dollar each. While most restaurants launch with millions of dollars in investment, they opened The Pig & The Lady with under $200,000.
Their risk paid off.
The Pig & The Lady quickly gained traction, receiving international acclaim. From being featured on Anthony Bourdain’s No Reservations to earning a James Beard Award nomination, their unique take on Vietnamese cuisine was making waves. Additional accolades followed, including numerous Hale Aina Awards, recognition from Bon Appétit magazine, and frequent celebrity diners such as President Obama, Diplo and Katy Perry.
The success even led to plans for expansion into Japan.
But perhaps the most meaningful accomplishment for Alex was being able to pay off his mother’s medical bills and her house—a milestone he once thought impossible.
Lessons for Aspiring Entrepreneurs
Alex Le’s journey is more than a restaurant success story; it’s a testament to resilience, family, and hard work. His advice to those looking to start their own ventures is simple:
Take the first leap – Don’t wait for the perfect moment; just start.
Be patient and keep going – Success doesn’t happen overnight, and persistence is key.
Experiment and innovate – Be willing to try new things and adapt.
Don’t fear failure – Every setback is a lesson that brings you closer to success.
Alex Le and ‘ohana
From humble beginnings to culinary greatness, Alex’s story is proof that with faith, perseverance, and a commitment to hard work, anything is possible.
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