Soft Berry Illustration was founded by Shi Ying, who turned her love for iPad drawings into a business at the age of 20. While studying advertising, she enjoyed sketching her friends and the people around her, which eventually sparked the idea for Soft Berry.
The name "Soft Berry" comes from a shade of purple she personally liked — she wanted a brand name that felt personally meaningful.
Brand Mission:
The mission behind Soft Berry has always been: “Share your story with us.”
Shi Ying aims to help people capture and relive precious moments through personalized digital illustrations. Every drawing she creates carries a special meaning. She truly enjoys every part of the process — from communicating with customers, receiving their photos, completing the artwork, to witnessing their reactions. Her ultimate goal is to spread happiness through her work.
Challenges and Growth:
Shi Ying openly admits that the entrepreneurial journey wasn’t always smooth.
While the first year felt relatively easy, the second year presented the real challenge: maintaining momentum. Initially, she stayed within her comfort zone, making it difficult to create new ideas. However, after a year of self-reflection and growth, she pushed herself to try new things.
Now, four years into the business, she describes the momentum as a tidal wave, continuously driving her forward.
She credits much of her success to the unwavering support of her friends — from helping promote her work on social media to assisting her move into her first office.
Business Philosophy:
Through her journey, Shi Ying learned the value of building genuine human connections.
She emphasizes teamwork within her company, ensuring that her team members gain valuable experiences. She believes in inspiring and collaborating rather than simply instructing, fostering a culture of shared growth.
Future Plans:
In the next 5 to 10 years, Shi Ying plans to expand Soft Berry beyond personal occasion gifts, moving into corporate gifting and customized baby gift sets.
While scaling up, she remains committed to maintaining the personal touch that defines Soft Berry.
Advice for Young Entrepreneurs:
Shi Ying reminds young entrepreneurs that starting a business is just the beginning — sustaining it is the real challenge.
She stresses the importance of understanding the value your brand brings to people and society.
Above all, she encourages enjoying the journey and finding purpose in every step: “Start with what you have.”
Just like how she started Soft Berry — with just her iPad.
