Sustainable Living Made Aesthetic
I sat down with Julia Chia, the co-founder of the sustainable lifestyle brand kūpaa, to find out how we can realistically lead a more eco-friendly life.
Dabao culture is everywhere in Singapore. With busy lives and delivery apps taking over since the COVID era, convenience these days is a must. We also know that this just exacerbates the single-use waste problem. But, how many of us are actually willing to take action?
That’s exactly what Julia Chia, 28, set out to change as the co-founder of kūpaa – a homegrown sustainable lifestyle startup.
It started from a simple observation: Julia and her husband saw a disconnect between the trend of takeaway culture and the growing awareness around sustainability.
So, they started kūpaa to offer reusable alternatives that are not only practical, but something people would actually want to carry around because they look and feel good.
Photo credit: kūpaa, The bowls currently come in four classy colours: Rose Quartz, Sunstone, Shell and Jade.
The brand’s core product is its reusable bowls, which were refined over a year of prototyping. Thanks to its premium food-grade silicone and collapsible design, they ensure safety, durability and convenience.
But, their X-factor lies in the aesthetics, she shared, “We wanted our bowls to feel like an accessory, not a compromise. They’re designed to seamlessly fit into your lifestyle.”
As shown in a demonstration with the Bowl & Carrier Duet in Sunstone — its current bestseller — the design’s biggest differentiator is the carrier. It makes it effortless to take away food.
“Those moments remind me we’re not just selling a product; we’re shaping habits.”
Beyond just functionality, the bowls are also made to evoke a feeling. “We’ve had people say using the bowl makes their lunch feel special, and that’s exactly the kind of emotional connection we’re trying to create,” she added.
In fact, Julia recalls one particular memorable story.
“One customer told us she gifted the bowl to her colleagues at work because it made her feel proud to bring her lunch.”
Julia continued, “Those moments remind me we’re not just selling a product; we’re shaping habits.”
That sense of purpose is also reflected in the company’s name. Despite being a Singaporean brand, “kūpaa” has Hawaiian origins. In capturing kūpaa’s commitment to achieving its mission, the term literally means “to be steadfast”.
This quality is most evident in how the brand is run, largely thanks to the co-founders’ relationship – one that Julia calls a “Really strong partnership.”
Behind the scenes, her husband handles the long-term strategy and product development. Meanwhile, she works on the day-to-day operations, sales and marketing. The latter includes maintaining an on-camera presence on platforms like Instagram posts and regular TikTok lives.
Photo credit: kūpaa, Julia hosts regular TikTok lives where she answers commenters’ questions.
Julia explained that this split “Allows them to move fast while still keeping the bigger picture in mind.”
Not all is smooth sailing, however. One of kūpaa’s biggest challenges was as basic as getting the word out. This was something especially tough in a world where reusable containers aren’t at the top of mind for most people.
“If we can make sustainability aspirational, something cool and community-driven, youths will be the ones to lead the change.”
Julia emphasised, “Some people were hesitant to move away from the convenience of single-use plastics, especially in a fast-paced, takeaway-driven culture like Singapore’s.”
Yet, once people started seeing the products in real life at their office lunch tables or being carried around, business started to pick up. Julia noted, “What helped us in the end was the design of the bowl which won people’s hearts. Word of mouth and visibility made a huge difference.”
She explained, “Our product tends to stand out when people use it in public… It naturally sparks conversation.”
Since launching kūpaa in 2021, the business’s journey has also shaped Julia’s personal views on sustainability.
“Before, I saw sustainability as this big, overwhelming issue. But through kūpaa, I’ve learned how powerful, small, consistent actions can be. I now see sustainability as something deeply personal — woven into our routines, choices, and even how we express ourselves,” she said.
In terms of how others see the issue, Julia believes that “If we can make sustainability aspirational, something cool and community-driven, youths will be the ones to lead the change.”
This mindset is the heart of kūpaa’s approach, which aims to make its products available in various ways – one of which is through its stockist.
The dedicated area for kūpaa’s products at Quan Shui Wet Market at Upper Thomson.
The brand also makes appearances at pop-up events. Most recently, kūpaa exhibited alongside other local and regional designers at the Boutiques Singapore fair in March, and was one of the event’s 10 grant recipients. Particularly, this Boutiques Showcase Grant recognises similar companies for their dedication to their work and thoughtful design.
Photo credit: kūpaa, Julia manning her booth at the Boutiques Singapore fair 2025.
Such efforts are planned to scale up in a big way – as a major milestone for the company, kūpaa just got its first office space and is in the midst of setting it up. Additionally, it is launching new bowl colours and getting them ready to expand internationally, beginning with Amazon US and Germany.
“Long-term, we want kūpaa to grow into a lifestyle brand that makes sustainable choices feel desirable and effortless.”
Until then, kūpaa is focused on keeping its products easy to access and integrate into daily life. For those who prefer to shop online, kūpaa’s signature Bowl & Carrier Duet and its full collection are available for purchase directly through its website.
