Yellow Peril Books Launches KickStarter for 2025 Brooklyn Debut
Yellow Peril Books has launched a $125,000 KickStarter campaign to open an AAPI-centric bookstore, cafe, and wine bar in Brooklyn, N.Y., by the spring of 2025, AsAmNews reported, noting that creating a community center is the dream co-owners Rachel Lau and Michelle Ming.
According to the KickStarter (which has raised more than $22,000), their vision is that Yellow Peril Books will be, "at its core, a bookstore. But we want to redefine--or, really, remind people--what bookstores can and should be. Bookstores are places of learning, places of discussion, places to connect with others through books or to savor time alone with a good story, places of comfort, places to discover not just works by different writers but also different artists of all disciplines, because literature doesn't exist in a vacuum."
The shop's name is drawn from a phrase coined in the 19th Century representing the racist belief that Asian, and particularly Chinese, people would take over the world--and was used to justify colonizing much of China and limit Chinese immigration. Lau told AsAmNews: "I think I was always very haunted by the idea that there's always stories that are defining what people think are Asian Americans, but they're not written by us. They're not our stories. And so, I think for us, we wanted to kind of reclaim that name and redefine it as like, 'What are our stories?' "
The Kickstarter campaign is designed to raise funds to secure a storefront, including the security deposit, lease signing costs, five months of rent that will be paid during the store's construction and buildout; city permitting fees; furniture for the store; and equipment to operate the cafe (e.g., grinders, an espresso machine). Currently, Lau and Ming are in the process of finding a storefront in East Williamsburg or elsewhere in Brooklyn, where rents for commercial spaces average $12,000-$20,000 per month.
AsAmNews asked the co-owners what success would look like for Yellow Peril Books. Ming replied that for her, it would be a full calendar of events: "You look into our storefront on a Saturday, and then from day to night, it's just all programming--packed with people just hanging out, drinking coffee, eating our instant noodles that we're gonna curate. And then, just hanging out until nighttime. There's a cool event going on at night. One of our friends is trying to launch a restaurant and is doing pop-ups and wants to do a pop-up in our space. So, that's what's going on that night. And you just--you see constant activity--people meeting each other, maybe a meet cute over a book. I would love that. Just stories of people making connections."
Lau added that when she worked in cafes, "I always loved when a regular would come in, and it's like, you've built a relationship with them. I know--obviously, we haven't even hit our funding goal. There's a lot in order to make this succeed... but to me, it does feel like success that people believe in this, and we've teased out something that they feel is needed. And they're excited about it, and they want to be our customers, to some degree. But I really do feel like we're serving them, too. And so, to already feel like we're getting that positive reinforcement has been really meaningful to me."
The Kickstarter model is all-or-nothing, with an August 18 deadline, but Yellow Peril Books will live on regardless of the outcome. Lau said alternatives might include focusing on online events, a bookmobile, or collaborations with local businesses until they feel ready to try again for funding for a physical storefront. "There are a lot of things we want to do that we can do virtually or without the third space, but to actually bring people together the way we want, it feels critical to our mission," she noted.