Tangible Gratitude's Mission:
To bring gratitude to the front of society's perception as the most perceivable and accessible aspiration.
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There's something that carries great beauty in every instant. The problem is in the fact that most tend to miss the details in the present that make life grand. With the world caught in aspirations that others commodify on, the nuances of high status events and expensive novelties to collect, we miss out on the true nuances that bring us the deeper affirmation that gets us to want to wake up and start a new day.​
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Tangible Gratitude looks to counter the worldly aspiration with something personal: a present moment. The way the world perceives a days worth of events begins with the moment they open their eyes, with the anticipation of a cup of coffee to get us through the morning. Tangible Gratitude's idea of a morning tends to shine a different light on a mornings perspective- a means of celebrating a moment that was never promised, as opposed to rushing through it. The genre of coffee & hospitality often a commodity in a heavily commerced industry that makes the biggest impact on most individuals' day. We believe as we grow our Coffee Omakase program into a service that enable the conversation of dwelling and pursuing that present, the conversations around time and intention can begin to progress and benefit the world.
Of the many occasions we are truly present in, the rarest moments often missed are the ones we spend with ourselves- revealing how externalized gratitude has become. The concept of dressing up for ourselves and being in a state where luxury is an accessory to the present rather than a present as the accessory, often pushes the true meaning of being grateful into an abstract concept. When a story of design portrays life, itself, as the greatest luxury; we begin to dress up for ourselves and hold the people, the moments, and the objects closer to the heart- all life's aspirations are now in the present.
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Tangible Gratitude story begins with a pursuit in perspectives of retail & hospitality- to pursue the plan for a less commodified time & universe.
The Origin
Raised in a world that equated success with stability and science, whilst walking in the direction of computer science, Victor Yuen quietly dreamed of painting. The pull between expectation and passion led his path — first through exposure of art, then through hospitality, and ultimately toward human connection.
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Working through various number of coffeeshops in LA & OC circa 2017, Yuen discovered expression of origin, texture, and ritual — and how sharing a cup could create genuine relationships. “When you see someone three, four, five times,” he realized, “you’re no longer strangers. It becomes a relationship.” This observation propagated a career in the art of illustration and connection to meaningfulness.
Illustration, painting murals, and branding deepened this search for intimacy. Art and design often lacked deeper connection. True gratitude for lifework was seldom a part of many conversations.
That realization became this turning point — a medium of expression that broke into a universal canvas & disciplines, to create something where art, intention, and personal connection meet. 2020, Tangible Gratitude was born from one simple question:
What if gratitude could be held, shared, and felt —
Like a work of art. In all we're looking for.