After opening a new investment round in January that has already raised $5 million, Sanzo is adding some star power to its cap table, announcing this morning that producer/DJ Steve Aoki and actor Simu Liu are joining the sparkling water brand as investors.
As its sales and distribution have picked up momentum in recent years, the Asian-inspired sparkling water brand has found traction through partnerships with celebrities and films relevant to Asian-American communities, including with Disney-owned Marvel Studios for 2021’s Shang-Chi and the Legend of the Ten Rings, starring Liu in the title role.
Both Aoki and Liu have “been friends of Sanzo since our early days, aligning personally with our mission,” said Sanzo founder and CEO Sandro Roco in a press release.
“Sanzo’s mission is to bridge cultures by being a source of celebration of the modern Asian diaspora, and Steve and Simu have been at the forefront of shaping culture through their prolific careers as entertainers,” said Roco.
He added: “In a beverage category that remains explosive, we’re excited to work with Steve and Simu to share our story and mission with the broader public and to continue building a grocery experience that reflects the cultural shifts we see happening around us.”
Though best known as one of the world’s top EDM producers and DJs, Steve Aoki has been a quietly prolific CPG investor across a range of trending categories, backing ventures in plant-based meat (Daring Foods), powdered supplements (Athletic Greens) and hydration (Liquid I.V.), among others.
“I’ve always been a conscious believer of globally crossing genres with my music, and I love that Sanzo is doing the same by crossing over and bridging cultures with their products,” said Aoki. “I’ve been a fan of all the unique and delicious flavors ever since I had my first sip.”
Liu, whose credits include Barbie, said he invested in Sanzo because “I’m extremely passionate about uplifting AAPI entrepreneurs with a solid vision for their business.” The Canadian actor is an angel investor in MìLà, a frozen Chinese soup dumpling brand for which he also serves as Chief Content Officer.
“Sandro is an extremely hard-working founder with a great business model for his company. I’m excited to partner with him alongside Steve to grow Sanzo together,” said Liu.
In other news, the brand introduced 6-packs of all five flavors in over Whole Foods locations last week.