Joy Oluwaseun : Founder of Crispy Chin Chin

Joy Oluwaseun is the founder of Crispy Chin Chin, a fast-rising pastry brand in Nigeria. Her dream is to become a world-renowned pastry chef and build a brand that will be known across Africa and beyond.

She started her business with a simple idea: creating delicious chin-chin and giving it a unique, modern touch.

How Joy Oluwaseun Started Her Pastry Journey

Joy’s pastry story began in 2021, shortly after the COVID-19 pandemic. From her father’s sitting room, she made chin-chin, packed them in small nylon bags, and sold them for just ₦50 each. Church members and local shop owners were her first customers.

Although she paused the business when she gained admission into university, her passion for independence brought her back in 2023. With just ₦15,000, she restarted the chin chin business, upgraded her packaging to trendy sip-lock bags, and attracted more customers who were impressed by the taste and branding.

The Birth of Crispy Chin Chin

In December 2023, Joy Oluwaseun decided to rebrand. She borrowed ₦100,000, invested in new packaging (including bottled jars), designed flyers, and created stickers and banners.

The rebranding gave birth to Crispy Chin Chin, a name that quickly gained attention. Prices also increased to match the improved quality and packaging, with the sip-lock bag selling for ₦500 and the bottled jar for ₦1,000.

By the end of 2023, Joy had earned over ₦200,000 from the business.

Joy Oluwaseun’s Next Big Move

After graduating from Ekiti State University in January 2025, Joy invested ₦200,000 into her business. She began the process of registering her brand with the Corporate Affairs Commission (CAC) and continued to focus on growth.

Her vision is to expand Crispy Chin Chin into a walk-in pastry shop, where customers can pick up any type of pastry, while also creating new recipes and designs that will stand out globally.

What Makes Crispy Chin Chin Stand Out

Professional product photos are taken every year.

Consistent product reviews from raw materials to branding.

A “quality over quantity” mindset.

Real growth and customer reviews are shared openly.

Looking Ahead

Crispy Chin Chin is still growing, but Joy Oluwaseun believes in steady improvement. Her ultimate dream is to make the brand a household name in Africa and around the world.