What did Simu Liu do at Costco?

Simu Liu, the Shang-Chi actor and Chief Content Officer of MìLà, handed out over 100 free samples of the company's Chinese food products, including dumplings, noodles, and sauces, to Costco shoppers.

How did Simu Liu surprise a Costco customer?

In addition to the sampling, Simu Liu and MìLà co-founder Jennifer Liao paid for a customer's entire grocery purchase as a special gesture.

What is MìLà, the company Simu Liu is involved with?

MìLà is a Chinese food brand that produces a variety of frozen, ready-to-eat, and sweet items, such as dumplings, potstickers, ramen noodles, sauces, and desserts. The company recently underwent a rebrand, with Simu Liu taking on the role of Chief Content Officer to help expand its reach and accessibility.

Home / Business and Economy / Shang-Chi Star Simu Liu Surprises Costco Shoppers with Free Samples

Shang-Chi Star Simu Liu Surprises Costco Shoppers with Free Samples

12 Nov

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Summary

Simu Liu, Shang-Chi actor, serves as Chief Content Officer of MìLà
Handed out over 100 samples of dumplings, noodles, and other Chinese foods at Costco
Paid for a customer's groceries as a surprise

Shang-Chi Star Simu Liu Surprises Costco Shoppers with Free Samples

As of November 2025, Simu Liu, the star of the Marvel film Shang-Chi, has taken on a new role as the Chief Content Officer (COO) of the Chinese food brand MìLà. In this position, Liu has been actively involved in the company's rebrand and expansion efforts, aiming to increase the reach and accessibility of authentic Chinese cuisine.

Earlier this month, Liu was spotted at a Costco store in Danville, California, handing out free samples of MìLà's diverse product offerings, including frozen and ready-to-eat items such as dumplings, potstickers, ramen noodles, sauces, and even sweet treats like black sesame dessert dumplings and ice creams. Liu personally distributed over 100 samples to Costco shoppers, engaging with fans and taking photos along the way.