Ted Chung is a man who has thought long and hard about hot sauce. "It's something I take very personally and spiritually," the founder of Cashmere, a marketing agency that targets multicultural millennials, tells Fast Company.
As the son of Korean immigrants to the U.S., he noticed as far back as the 1970s that his parents put Tabasco on absolutely everything, wherever they ate. "They were longing for the spiciness that is common in Asian foods," he says. "At the time, Tabasco was the primary hot sauce available to them. It became the temporary replacement that allowed them to experience all the pleasure that capsicum can bring."
