Silky Gem: How Gia Huynh Turned Crystal Candy Into a Viral & Delicious Empire

 


By Cody Jay

Silky Gem: How Gia Huynh Turned Crystal Candy Into a Viral & Delicious Empire

The beauty of indie brands lies in their ability to create something unexpected, personal, and unforgettable. And few embody that spirit more than Silky Gem, the sweet and polarizing brand founded by Gia Huynh, which skyrocketed to internet fame with its shimmering, crystal-inspired candies and unique textures.

What started as a passion project born out of creativity and cultural inspiration has now grown into one of the most recognizable names in artisanal sweets, beloved by foodies, ASMR creators, and curious customers worldwide. As someone who had the pleasure of working alongside Gia and her brand, I have a very unique perspective. Let’s breakdown how Gia Huynh transformed Silky Gem from a niche idea into a viral global phenomenon.

The Inspiration: Turning Crystals Into Candies

Silky Gem isn’t your average candy company. Gia Huynh was inspired by the beauty of natural gemstones and geodes, and wondered: what if candy could look AND taste just as stunning?

"Silky Gem crystal candies are inspired by Vietnamese Lunar new year traditions, which have started since the Thục Dynasty (257-207 BC).These treats are used to serve our guests with tea or rice wine and are known to bring health, wealth and good fortune in the new year."

"Traditionally our Mứt Rau Câu made from sea moss agar. Packed with lots of different nutrients. Sea moss after boiled down into liquid forms then add sugars and fruits for flavoring then sun dry for 5-7 days. ”These easy to make dried agar candies are found in many Asian countries. The Japanese wagashi form is called kohakutou, while in Indonesia it is agar agar kering. Thai version called kanom woon grop and Korean version called hobakdang."

Using agar agar, a plant-based gelatin substitute, Gia began experimenting in her kitchen to create candies that mimicked the sparkling beauty of crystals, but with unique textures and flavors. The result? Gorgeous, edible works of art with:

  • A shimmering, glass-like exterior

  • A delicate crunch when bitten into

  • A soft, chewy center that melts in your mouth

Each Silky Gem candy became more than a sweet treat. It was an experience, merging food, art, and culture into one. Gia brought her culture to the masses in a fun and unique way!

The Power of Social Media and ASMR

Silky Gem might have stayed a hidden treasure if not for the rise of ASMR culture on TikTok, Instagram, and YouTube. Content creators began featuring the candies in their ASMR eating videos, and suddenly the brand was everywhere.

Why it worked:

  • Visually captivating – The crystal-like designs sparkle on camera, making them instantly shareable.

  • Unique sound – The satisfying crunch became an ASMR favorite.

  • Curiosity factor – Viewers couldn’t resist asking, “What is that candy, and where do I get it?”

This organic virality skyrocketed demand, turning Silky Gem into a cult favorite practically overnight. It seems like you can't scroll for more than a handful of videos without seeing a gorgeous Silky Gem popping up!

Gia Huynh: The Creative Force Behind the Brand

At the heart of Silky Gem is Gia Huynh, a visionary entrepreneur and artist. "Rooted in the traditions of Vietnam, Gia Huynh transformed adversity into triumph. From homelessness with a newborn during the pandemic to founding Silky Gem, the crystal candy sensation, her relentless determination drove global success, with over 2 million pieces sold in just 18 months. Now, with the opening of America's first crystal candy store, Gia Huynh inspires others to believe in their worth and strength, embodying the transformative power of resilience and unwavering self-belief."

Her journey is one of resilience and innovation:

  • She began experimenting at home, perfecting recipes through trial and error.

  • She built the brand without the backing of a big corporation, relying on creativity and word-of-mouth.

  • She prioritized quality, artistry, and storytelling in every piece.

Gia’s background as a creator and her deep connection to her cultural heritage make Silky Gem more than just candy. It’s a celebration of artistry, tradition, and identity.

Building a Global Community

One of Silky Gem’s strongest assets is its community-driven growth. Customers don’t just buy the candy, they showcase it. From unboxing videos to ASMR mukbangs to gifting traditions, Silky Gem has become a brand that people share proudly.

This community support has allowed Gia to:

  • Scale production while still maintaining artisanal quality.

  • Launch limited-edition collections inspired by seasons, holidays, and cultural touchpoints.

  • Connect with customers emotionally, not just transactionally.

  • Partner with top influencers to create authentic and delicious limited edition collections.

The Indie Brand Blueprint for Success

Silky Gem’s rise offers valuable lessons for indie entrepreneurs across industries:

  1. Find your niche – Gia didn’t try to compete with mainstream candy; she created an entirely new lane.

  2. Leverage visual storytelling – The candies are inherently Instagram and TikTok-worthy. They stand out when others fade.

  3. Stay authentic – Gia’s cultural roots and creative passion shine through every product.

  4. Let community drive growth – Silky Gem’s virality came from real excitement, not forced hype.

Looking Ahead: What’s Next for Silky Gem?

While Silky Gem continues to dominate the ASMR and artisanal candy space, Gia has her eyes on long-term growth. Expansion into:

  • Expanding product offerings

  • Cultural storytelling collections inspired by heritage

  • Global distribution to meet the ever-growing demand

The brand has all the makings of not just a viral success, but a lasting legacy in both candy and art.

Final Thoughts: Sweet Success Through Vision and Creativity

In the crowded world of food and lifestyle brands, Silky Gem stands apart because it’s more than candy, it’s edible art. Thanks to Gia's vision, cultural inspiration, and entrepreneurial spirit, Silky Gem has gone from a kitchen experiment to a global indie brand success story. I hope to have the honor of working alongside Gia and her company again in the future!

Silky Gem is proof that when creativity meets authenticity, even the most niche idea can become a worldwide sensation.

Silky Gem isn’t just candy. It’s a crystal-clear example of indie brand brilliance.

Where to shop: https://www.silkygem.com/

-Cody Jay

President & CEO

The Social Nexus Agency

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