Chapter 12 — Unforgettable Taste

After To Niem's baking school opened enrollment, the number of registrations far exceeded expectations. Initially, only 50 people were recruited, but within three days more than 400 applications were received. To Niem personally looked at each application one by one. There was an eighteen-year-old rural girl who dropped out of school midway. A thirty-five year old female worker lost her job. There is a single mother raising two children alone. Reading the first page... the bridge of her nose stung slightly. But only fleetingly.

“The first course raised eighty people.” She told Ha Vien.

"Eighty? The budget..."

"I put in the money myself. Anything that exceeds the budget is considered a donation."

Ha Vien looked at her for two seconds, then nodded. Say no more. He followed her for four years. I know... that look, once determined, no one can shake it. News about the baking school was on local television. The reporter asked:

“General To, why do you carry out such a community project?”

To Niem stood in the newly completed classroom, behind a row of shiny ovens.

"Because five years ago, I also started from nothing. I understand clearly how difficult it is for someone to go from nothing to something. If I can shorten the path for others... then why not do it?"

“Some people say this is a charity activity?”

"Not." She shook her head. "This is a win-win. They learn a trade, can open a shop, can go to work, can support their family. Niem Chi Vi also has another generation of partners who understand the brand spirit."

She stopped for a moment.

"I don't like the word 'charity'. It has the feeling of standing on high and looking down. I like 'companion' more."

The interview was cut into a three-minute video. Online views exceeded five million. The most appearing comment is —

“This is the true strength of women.”

When she read that comment, To Niem was in the classroom, kneading dough. The first type of cake she taught first-year students... was the one she was most proficient at — Original Flavored Pillow Bread. No chemical sugar. No additives. Just flour, water, yeast and a little salt.

“What is the most important thing when making bread?” she asked.

A nineteen year old girl raised her hand:

“Recipe?”

"Not."

“Oven temperature?”

“Neither.”

To Niem placed the dough in the fermentation cabinet and turned to look at the class.

"It's patience. Dough needs time to rise. If you're in a hurry, it will deflate. It's the same as being a human being. A hasty person won't be able to make a delicious loaf."

The whole class was silent. Then… applause rang out. To Niem smiled and continued kneading the dough. One month later. At an economic forum in Hangzhou. Theme: “China New Consumer Brand Leaders Summit 2024”. To Niem was invited as a speaker. She is the only founder in the pastry industry. The remaining people are all leaders of technology companies and internet brands. The presenter introduces:

"The next guest, the founder of Niem Chi Vi — Ms. To Niem. Five years ago, she opened a 15 square meter bakery in an old alley. Today, her brand is valued at 1.5 billion yuan, with more than 1,300 stores nationwide..."

Under the stands, there were whispers.

“Was the bread seller abandoned by her ex-husband?”

"Yes. Now no one remembers who that ex-husband is."

To Niem stepped onto the podium. Do not use slides.

"Hello everyone, I'm To Niem. Before I got injured brand, I'm a baker. To be honest, even standing here today... I still feel like I'm just a baker."

The whole audience burst into laughter.

“A lot of people ask me what is the secret to Niem Chi Vi's success. My answer may disappoint people — there is no secret. Simply making each sandwich well, serving each guest well.”

“Some people say I'm secretive, saying that in five years of starting a business, I've never received an interview. Actually, it's not that I'm tight-lipped, it's that I don't have time. Every day I get up at four o'clock in the morning — yes, it's still four o'clock — to check the ingredients and monitor the quality. To me, the quality of a loaf of bread is much more important than an article.”

“Finally, I want to share something I learned while baking — a good dough is not afraid of waiting. As long as you give it enough time, it will bloom into the shape you want. So are people, so are businesses.”

When she finished speaking, the whole hall was silent for two seconds. Then… loud applause. Co Dien sat in the last row and did not clap. He just quietly looked at To Niem on stage, the corners of his lips curled slightly.