Welcome to the Josu Journey!

Welcome to the Josu Journey!

Hi there,

Life isn't just about reaching a destination. It's about cherishing the journey. It’s about embracing the moments of joy found in sharing good food with great friends. It’s about taking the time to savor every adventure and experience.

In this spirit, we're excited to introduce the Josu Journey, an email series coming to your inbox most Saturdays. The Journey will be a short list of brands, recipes, restaurants and products we’ve found that help us enjoy the journey.

And this week's Journey...

PS - got an idea about something we should include? Email


Confusion Snacks

Meet Confusion Snacks, the brainchild of Aadit Patel, blending the flavors of his Indian heritage with American tastes. We stumbled upon Confusion during Aadit's stint in the Target Forward Founders Accelerator, and it was an instant flavor love affair. Aadit's snacks embody his journey of merging two worlds, from spices to beats, creating a snack that's as unique as it is delicious. Get ready to taste the cultural fusion in every bite!

You can find Confusion Snacks online at You can find Confusion Snacks online at or at select retailers here: Nordstrom, Pop Up Grocer, Pearl River Mart, etc.


Volcano Kimchi

After searching all over for a partner to help make our Kimchi Salt, we found Aruna Lee’s Volcano Kimchi right here in our backyard. Aruna sources locally and makes her batches by hand in a small kitchen in SF’s Dogpatch neighborhood. She grew up in a Buddhist monastery and says her earliest memories are of sneaking away to steal bites of kimchi from the assortment of crock pots that lined the temple walls. She started Volcano Kimchi 10 years ago when she couldn’t find kimchi like what she remembered. Our favorite? Smokeshow – which is what we dehydrate to use in our cobranded Kimchi salt.

You can find Volcano Kimchi online or at Goodeggs, Oaktown Spices and at various farmer’s markets.



K-dramas are my guilty pleasure, running in the background during chores or sneaking into long meetings. They're not just entertainment; they're a peek into Korean culture and a language practice tool. Plus, they give me plenty to chat about with my parents. The stories are top-notch, the acting is superb, and the production values are off the charts. There's lots more coming - Netflix announced a $2.5B investment in Korean content.

One recent fave? "Business Proposal." It's a rom-com about a botched blind date that leads to unexpected love. Picture this: a woman stands in for her friend on a blind date, only to find out she's dating her own CEO! The plot is fun, the characters click, and the twists keep you hooked.

You can watch it here:

Enjoy the Journey!

- Hae-Sin