Under Heaven is a cultural experiment turned profitable side hustle, built around 90s/2000s nostalgia, bratty humor, and a punk-meets-internet aesthetic. The shop explores fan-made art, DIY bootleg shirt culture, and bold statement apparel to create an intentionally raw and authentic internet-based brand.
Under Heaven: Cultural Experiment & E-Commerce Brand
This project was a self-initiated experiment in trend forecasting and digital entrepreneurship — an opportunity to test whether I could identify emerging and niche internet culture, apply my background in marketing, advertising, and design, and learn e-commerce strategy in real time. In essence, I set out to “gamify” the internet as a creative playground, transforming cultural awareness into a profitable side venture, resulting in 285+ sales internationally.
Under Heaven: Cultural Experiment & E-Commerce Brand
I developed a targeted audience strategy focused on 20–30-year-old e-girls, ironic girlies, and fans seeking bootleg-style merch for artists with limited or rare official drops, as well as bold statement shirts. I successfully expanded into an international market across the USA and Europe. I crafted a relatable shop digital persona—cosplaying as an influencer—while leveraging cultural trend forecasting to connect with buyers on a personal level.
Through this project, I self-taught the entire e-commerce ecosystem: SEO, Shopify, Etsy optimization, Meta Business Suite, Ads Manager, and A/B creative testing. This brand became both a creative experiment and a masterclass in branding, trendspotting, and full-stack e-commerce management.