Ekaterina Dubenskaya: For me, entrepreneurship is not just about money, but also about the opportunity to help others

How a female entrepreneur from the Far East built a successful business, drawing inspiration from Asia.

The fast pace of modern life, unpredictable workdays, and high workloads have led to an increasing number of consumers opting out of daily home cooking and purchasing ready-to-eat meals instead. In 2023, the global market for ready-to-eat food was valued at $181.53 million, and by 2031, it is projected to reach $278.60 million, with an average annual growth rate of 5.50% from 2024 to 2031.
At the same time, the foodservice market has been facing continuous crises in recent years, ranging from supply chain issues to shifts in consumer behavior. Entrepreneurs are being forced to find new strategies for sustainable growth.

Ekaterina Dubenskaya, the owner of a small bakery in the Russian Far East called “Ussur Tandyr,” has become one of the market leaders in her region by turning her home kitchen into a successful business. In her work, she has drawn inspiration from neighboring countries like China and Korea. Ekaterina launched a socially-oriented production line using farm-fresh products. Additionally, her bakery provides job opportunities for people with disabilities, develops a strong team, and implements sustainable business practices in a small town. Thanks to her achievements, Ekaterina has earned recognition and received the international Best Business Awards, as well as the Successful Ladies Awards for her effective team management.

In this article, learn how to build a successful socially-oriented business and what can be learned from Asian neighbors through the story of Ekaterina Dubenskaya.

Speed and Flexibility Is The Key to Success

There is one key difference between Asian and Western businesses, according to Ekaterina. She believes it’s their different speeds. For example, in China, she notes, a product can be launched in just a few weeks, while in Korea, companies instantly adapt to changing trends.
“We often get stuck on the idea of creating a perfect product right away, instead of launching a minimum viable version and refining it along the way,” says Ekaterina.
This approach is successfully applied in her business—production and product range are adapted based on demand.

Customer Relationship System: Asian Loyalty vs. Western Marketing

Western businesses place a heavy focus on advertising and promotion, while in Asia, the emphasis is on customer loyalty.
“In China and Korea, people are willing to return to places where they feel valued. Loyalty programs, gifts, and personalized approaches play a huge role. In our region, this is just starting to be implemented,” comments Ekaterina Dubenskaya.
In her bakery, this tactic is also actively used: small gifts for customers and a focus on word-of-mouth have led to a 40% increase in brand recognition.

Corporate Catering: Strategic Entry into the B2B Market

One of Ekaterina Dubenskaya’s successful decisions was expanding her business through corporate orders. This experience highlights the difference in approaches:
“In China, large companies actively collaborate with small businesses. In Europe, it’s not so easy to enter the corporate segment, but if you succeed, the growth opportunities are enormous,” she explains.
By winning a tender to supply products to an agroholding, her company reached a new level and established a reputation as a reliable supplier.

The Trend of Social Responsibility

Asian businesses are increasingly incorporating elements of social responsibility. In Korea, for example, large companies actively support small businesses and implement programs for people with disabilities.
“I saw how this works in Asia and decided that my business should also make a positive impact,” says Ekaterina.
Today, her company provides jobs for people with disabilities and is also actively involved in charitable activities. Due to her efforts, she received the international Best Business Awards in the “Small Business Leader” category.

“We regularly provide food to those who can’t afford it. We cooperate with shelters and nursing homes, delivering fresh baked goods and meals. For me, entrepreneurship is not just about money, but about the opportunity to help others,” the entrepreneur shares.

Ekaterina also believes that success is impossible without a strong team: “A strong team is built on understanding each person’s goals and needs. I make an effort to get to know my employees personally — I have both young specialists and people over 60. Everyone is motivated differently, and my job is to create conditions in which each person can unlock their full potential.”
For this approach, Ekaterina Dubenskaya was awarded the prestigious international Successful Ladies Awards in the “Leader in Team Management” category, recognizing her ability to form cohesive and effective teams.

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