Homegrown Business: Zet Le of Y NOT TODAY

Y NOT TODAY, owned by Zet Le, is an interactive ice cream-bubble tea shop that offers a unique experience for customers. With free intellectual puzzles and delicious desserts, Y NOT TODAY is a welcoming space where families and friends can bond while enjoying their treats. The shop hosts a variety of events each week, providing opportunities for people to meet new friends and explore their artistic side. Follow Y NOT TODAY on social media platforms to stay updated on their offerings and join in on the fun.


What is your business called and what does it do?

Y NOT TODAY. It is an interactive ice cream-bubble tea shop.

We create an environment where customers can play intellectual puzzles for free while enjoying their delicious desserts. It is one of the best ways to bond with other family members and create memorable experiences with friends.

We also host multiple events every week, giving people opportunities to meet new people and improve their sense of art.

What made you want to do this work?

Mid-life existential crisis.

Also, I have always wanted to run a business and apply what I have learnt in school, in life, to my own business

What problem did you want to solve with the business?

Developing a brand is hard.

As a new start-up, we would like to get more exposure to local communities and let them know that we are open, we are here to contribute a positive impact on local communities, we have interesting events that will bring them unique experiences.

Because of that, we would love to get some help with advertising and marketing.

Who are your clientele/demographics?

Age: 12-40 y/o (Focusing group: 16-30)

We have a vast ethnicity of customers, Asian, Arabic, European, South American, and African.

How does your business make money? How does it work?

We serve ice cream and beverages (hot and cold) at the shop. Customers will have opportunities to play free puzzles in the shop as well as buying them if they want.

There are water bottles and tumblers in the shop that people can buy, and receive 20% off their lifetime for their beverages in the shop.

We run weekly Paid events Paid, like Neon Paint Night, Lippan art, Book binding, Sand art performances, Clay art, Taste tests, and Dating events.

We also have free events like Wed board game night and Friday Friends meetup night.

Where in the city can we find your profession?

There are many shops in the city, but we are unique and friendly.

Most of customers leave their shop with great experience and smiles on their faces as we try to connect/interact with them as much as we can while they stay in the shop.

The shop also has beautiful décor and an outstanding design.


What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

Why did you start this?

It is my passion, my dream, and my happiness.

There are 7 days in a week, and someday isn’t one of them, so Why Not Today?

I left my job for a significant reason and I am living in my dream. I love to connect with people and also give people opportunities to connect with more friends.

We grow in a non-tech environment, and I am full of happiness when kids come in and enjoy the in-store atmosphere as well as bond their connections with parents and brainstorm how to solve intellectual puzzles.

Events we run in the shop, you likely can’t find in any other shops in Calgary and we give customers the natural experience, the cozy atmosphere, and the best customer service.

What is the best part about what you do? What is the worst part?

Living in your dream is already the best part.

When you are 30-32y/o, the worst thing is to lose yourself, especially to a man, and don’t know why you exist.

I have opportunities to grow and learn from hundreds of problems and obstacles. 1 month feels like 1 year of grown-up

It was how the place looked like 5-6 months ago.

The worst part is that sometimes, you feel you don’t have more than 24 hours/day and you feel you have tried so hard, but sometimes, things don’t go as you planned. It is ok, just try again, and the sweet treat will come.

Many people can say that, but only business owners know what it truly means, after tasting all of sour and sweat.

What is your favourite joke about your own profession?

What do you need to know to be a businessman?

Ah, not much, just everything

Why did the entrepreneur have trouble sleeping?

Because he kept having the startup dreams 😊

Where can we follow you?


PAY IT FORWARD: What is another local business that you love?

Post YYC, they helped me a lot at the beginning

Local magazines, they helped me a lot (Tourism Calgary, Family Fun YYC, Calgary Kid’s magazine, To do Canada, and etc.)

University of Victoria, without them, I wouldn’t even here.


About Demian Vernieri 541 Articles
Demian is an Argentinian retired musician, avid gamer and editor for the Montréal Guardian, Toronto Guardian, Calgary Guardian and Vancouver Guardian websites.