In August 2023, a young entrepreneur, Wai Yan Htun, embarked on a flavorful mission: to bring halal snacks from around the world into the homes of Muslim families across the United States. With a heart full of ambition and an unshakable belief in his vision, Wai Yan launched XO Halal, a small startup with a big dream.
The concept was simple yet powerful—sourcing halal snacks, packing them into plain kraft boxes from Uline, and selling them directly to customers via TikTok and Shopify. No frills, no gimmicks, just authentic, halal-certified treats. This grassroots approach resonated with customers, who embraced the convenience and authenticity of XO Halal’s offerings. Wai Yan recalls the initial excitement: “It wasn’t fancy, but guess what? It worked.”
The Allure—and Danger—of Big Ideas
As XO Halal gained traction, Wai Yan’s entrepreneurial creativity began to soar. He envisioned themed snack boxes featuring treats from a specific country each month, complete with cultural handbooks and even “passport booklets” to enhance the experience. The ideas were innovative and exciting, but also costly and overwhelming for a nascent business.
Caught in the whirlwind of these big ideas, Wai Yan soon found himself struggling. “I was spending more time planning for an audience I didn’t yet have than actually serving the one I did,” he admits. The result? Sales started to decline, and Wai Yan faced the harsh reality of entrepreneurial burnout.
Hitting Reset: Back to Basics
Rather than letting setbacks define him, Wai Yan decided to regroup and refocus. He returned to the core of what made XO Halal successful in the first place—a simple, high-quality halal snack box. This decision wasn’t just about streamlining operations; it was about reconnecting with customers and rediscovering the joy of building something meaningful.
The new XO Halal is leaner and smarter. The company is relaunching with three offerings:
- Try-On Boxes: Perfect for those curious about exploring halal snacks without a long-term commitment.
- Monthly Subscriptions: A consistent and convenient way for customers to enjoy halal treats delivered straight to their door.
- A Branded Experience: XO Halal now aims to make the unboxing experience as exciting as the snacks themselves, blending thoughtful design with delicious flavors.
As for the themed boxes and cultural guides? Wai Yan hasn’t abandoned those ideas—they’re simply on hold until the business is ready to scale.
Lessons in Entrepreneurship: Clarity Over Complexity
Wai Yan’s journey with XO Halal serves as a powerful reminder for entrepreneurs: success isn’t about doing more—it’s about doing what works and doing it well. By staying attuned to customer needs and focusing on delivering value, Wai Yan has rediscovered his passion and reignited the spark that first inspired him to start the business.
As XO Halal prepares for its website relaunch, Wai Yan is optimistic and energized. “I’m excited again. I’m back to the joy of building something meaningful, something simple, something people actually want,” he says.
A Taste of the Future
For those craving halal snacks, XO Halal’s relaunch promises to deliver variety, quality, and simplicity. More than just a snack box, the brand is a testament to resilience, adaptability, and the courage to learn from mistakes.
To fellow founders, Wai Yan offers this parting wisdom: “Sometimes, it’s not about doing more. It’s about doing what works—and doing it well.”
With this renewed clarity and a solid plan, XO Halal is poised to bring halal snacks to even more households—one kraft box at a time.
Website: XOHalal
Facebook: xohalalcompany
