New York City’s Chinatown has long been a hub of culture, resilience and entrepreneurship, but in recent years, many of its small businesses have faced mounting challenges. From rising rents to shifting demographics, local storefronts have had to fight to survive in an ever-changing landscape. Among them is Nom Wah Tea Parlor, a beloved dim sum restaurant that has been serving the community since 1920. Like many historic establishments, it has had to adapt to modern pressures while preserving its roots. Across Chinatown, mom-and-pop shops that have withstood decades of change continue to grapple with economic uncertainty, making the support of advocates like Awkwafina more important than ever.
Enter Awkwafina
Born and raised in Queens as Nora Lum, the multi-hyphenate entertainer has long been a champion of small businesses, using her platform to uplift Asian American entrepreneurs and community-driven initiatives. Awkwafina has consistently put her voice and resources behind efforts to protect and preserve small Chinese-owned businesses in New York and beyond.
Awkwafina, winner of the Emmy Award, attends the 76th Creative Arts Emmys Winner’s Walk at Peacock Theater on Sep. 8, 2024, in Los Angeles. Photo: KEVIN WINTER/GETTY IMAGES
Her support extends to organizations like Welcome to Chinatown and Send Chinatown Love, which provide direct financial aid and digital infrastructure for mom-and-pop shops. Beyond financial contributions, she has leveraged her digital platform to amplify business owners’ voices, frequently sharing posts promoting Chinatown eateries, tagging business accounts and joining live videos with small business owners to boost visibility. One of her widely shared Instagram posts spotlighted Jing Fong, a historic dim sum restaurant, drawing community support and media attention that helped the restaurant transition into a smaller space and continue operating.
Awkwafina’s advocacy goes beyond immediate relief—she highlights broader issues like language accessibility for financial aid programs and the digital divide that prevents many business owners from accessing key resources. Her efforts have helped shed light on how easily underserved communities can be overlooked without proper representation and outreach.
Simu Liu, Paul Feig, Awkwafina and John Cena at SiriusXM’s Town Hall with the cast and director of Jackpot at SiriusXM studios on Aug. 13, 2024. Photo: EMMA MCINTYRE/GETTY IMAGES FOR SIRIUSXMS
A Personal Connection
Awkwafina’s connection to New York isn’t performative; it’s foundational. The daughter of a Chinese American father and Korean American mother, she grew up immersed in the city’s diverse neighborhoods, attending LaGuardia High School and later studying journalism and women’s studies at SUNY Albany. Long before she was an actress or public figure, she was a product of the city’s streets, subways and storefronts.
Her deep ties to these communities continue to shape her advocacy. While many celebrities focus on large-scale national campaigns, Awkwafina emphasizes hyperlocal impact. Her donations and activism directly benefit small enclaves with big culture—areas often left out of mainstream discussions.
“It’s not such a burden as it is a responsibility,” Awkwafina told Sam Jones on the Off Camera show, discussing her role in representing her culture and community. “You have to make decisions based on the greater good of your community.”
Rising to Stardom
Awkwafina’s journey to stardom wasn’t conventional. She first gained recognition in 2012 when her comedic rap song went viral. The video showcased her raw humor and unapologetic personality, setting her apart in the entertainment industry. From there, she built a career in music and comedy before breaking into the acting industry.
Awkwafina, Sandra Oh and Jessica Yu attend Gold House’s 2nd annual Gold Gala at The Music Center on May 6, 2023, in Los Angeles. Photo: MONICA SCHIPPER/GETTY IMAGES
Her breakout role came in 2018 with Crazy Rich Asians, where she played the hilarious and memorable Peik Lin. That same year, she also starred in Ocean’s 8 alongside a powerhouse cast including Sandra Bullock and Cate Blanchett. The following year, she earned critical acclaim for her lead performance in The Farewell, which won her a Golden Globe for Best Actress—making her the first woman of Asian descent to win the award in that category.
Despite her success, Awkwafina has spoken openly about dealing with imposter syndrome. In an interview with etalk, she admitted to feeling like she didn’t always belong, “There’s so many talented people out there…I don’t always feel like I deserve to be here.” However, rather than let self-doubt hinder her, she has used her platform to uplift others, particularly Asian American creatives and entrepreneurs who often face barriers to success.
Empowering Entrepreneurs
Awkwafina has expanded her efforts beyond Chinatown by supporting aspiring entrepreneurs and creatives. She has publicly backed brands like Sanzo, an Asian-inspired sparkling water company, and Omsom, a startup that sells bold, Asian-flavored meal kits created by two Vietnamese American sisters. By featuring these brands on social media, in interviews and on the red carpet, she has introduced them to broader audiences and increased their visibility. Her shoutouts have translated into measurable boosts in engagement and sales, helping entrepreneurs gain traction in competitive markets.
She also supports initiatives like Gold House Ventures, which invests in AAPI-owned businesses to foster economic mobility and representation. By leveraging her influence, Awkwafina plays a role in strengthening a broader ecosystem of entrepreneurs who might not otherwise have access to funding or promotional opportunities.
Small Business Resilience
Awkwafina’s advocacy extends beyond financial support—she actively champions resilience within the small business community. She frequently highlights businesses that have overcome obstacles and reinvented themselves, showing that sustainability requires adaptability. One example is her continued support of Welcome to Chinatown’s Small Business Award winners, an initiative that helps Chinatown’s independent businesses thrive despite economic challenges. In 2024, she amplified the initiative’s efforts, helping spread awareness about grants and mentorship opportunities available to small business owners.
Fala Chen, Jonathan Schwartz, Michelle Yeoh, Florian Munteanu, Simu Liu, Awkwafina, Benedict Wong and director Destin Daniel Cretton attend the UK premiere of Shang-Chi and the Legend of the Ten Rings at The Curzon Mayfair on Aug. 26, 2021, in London, England. Photo: KARWAI TANG/WIREIMAGE
Her efforts have not gone unnoticed. Over the years, she has been recognized for her contributions to the business community and cultural representation. She received the Made in NY award from the City of New York, which celebrated her work both as an entertainer and as an advocate for small businesses.
“This Made in NY award means so much to a girl from Queens who grew up seeing very few people who looked like me on screen, much less receiving awards,” Awkwafina stated at the awards ceremony. “I hope this will inspire any New Yorker who feels left out, ignored or denied to reach for their dreams.”
Always Giving Back
Beyond financial contributions and brand amplification, Awkwafina values mentorship and resource-sharing. She has participated in online panels and virtual events that offer guidance for small business owners looking to grow or adapt. Whether discussing audience engagement, branding or fundraising, she draws from her experience in the entertainment industry to help others navigate their own challenges.
In Los Angeles, Awkwafina attends SiriusXM’s Town Hall at SiriusXM studios on Aug. 13, 2024. Photo: EMMA MCINTYRE/GETTY IMAGES FOR SIRIUSXM
For Awkwafina, supporting small businesses isn’t just about emergency response—it’s about legacy. She recognizes the importance of creating long-term opportunities for underrepresented entrepreneurs and ensuring that vibrant communities like Chinatown continue to thrive.
Sharing in an Instagram post, Awkwafina wrote “My great grandpa opened a restaurant in the Bronx, then the first Chinese-American restaurant in Flushing,” illustrating her personal connection to small business ownership.
As she continues to use her platform to uplift businesses and entrepreneurs, Awkwafina’s impact is a reminder that influence, when used thoughtfully, can ripple across entire communities. She demonstrates that economic empowerment isn’t just about financial backing—it’s about visibility, advocacy and genuine investment in the future of small businesses. Her journey from an aspiring rapper in Queens to an internationally recognized actress proves that success can be used as a tool for change, and she remains committed to ensuring others have the opportunities to succeed as well.
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