BE HERE NOW

But before the dream, there was a glitch.

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The Glitch: 20 Years of Candy-Coated Noise

For nearly 20 years, I worked as a commercial film producer, servicing giants like Apple, Mercedes-Benz, BMW, and Audi. I even spent a year at UCLA studying Directing. I became an expert at manufacturing "visual noise"—crafting immaculate, high-budget, candy-coated frames to make people buy things they didn't actually need.

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But my original background is in Biomedical Engineering. Through that lens, I watched the world get sick.

Our mental CPUs are constantly overclocked. Wrapped in synthetic fabrics and rubber soles, staring endlessly into the blue light of our screens, we have severed our physical grounding with the Earth. Static electricity and chaotic bio-electricity build up in our bodies. The result is a global surge in insomnia, anxiety, and ADHD. The world was going mad, and I was helping produce the noise.

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The Gravity Trap: Back to the Present

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When the pandemic hit, I quit. I fled to the wilderness, seeking absolute freedom. But the irony caught up with me—I realized I was just being hijacked by "outdoor gear and fuel." Even in nature, we are weighed down by material constraints.

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My mind started obsessing over radical, utopian ideas: abolishing currency, mind-controlled anti-gravity flight, free energy. But soon, these massive thoughts became their own kind of suffering. I realized the irony: I was trying to figure out anti-gravity, but I couldn't even control the gravity of my own daily anxiety.

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I needed to stop trying to save the future. I needed to fix the present. I needed a physical switch.

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The Dream: 微笑投资公司

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Then came the dream. My late grandmother appeared in my sleep and sewed a line of Chinese characters onto my pants: 微笑投资公司 — "A Smile Investment Company."

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To translate her message to the world, I chose the name CHeese. As a filmmaker, it’s the universal cue we use right before the shutter clicks. Biologically, pronouncing the syllable physically forces your facial muscles to lift. It’s a simple, mechanical hack for joy.

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That is the ultimate business model. A smile generates another smile. It compounds. It ripples outward. In a highly anxious world, I wanted to build a lab where the only Return on Investment is helping you find that physical switch to smile again.

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The Hardware: Phase 1

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Before we can master anti-gravity, we must first master the gravity of our own restless minds.
So, I started small. With a rock.

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I looked back at ancient Eastern history and found the Jade Thumb Ring (Banzhi). 3,000 years ago, it was tactical archery armor. By the 18th century, it was the Emperor's EDC—a manual pressure-release valve for a highly stressed ruler.

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Today, it is CHeese Lab’s Prototype 001.

I'm not selling enlightenment. I’m offering a biological interface precision-carved from the earth. Magnetic Serpentine, thermodynamic Bianstone, translucent Xiuyu. No cheap plastic. No batteries.

When your mind is spiraling, spin it. Let the dead-weight anchor your consciousness back to the physical present.

 

BE HERE NOW.

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The Frequency: To the Future

The physical rings are only Phase 1.

Ultimately, matter is just frequency, wave, and energy. Our lab is already developing Phase 2: intention-training audio experiences combining Shamanic rhythms with Theta brainwaves. Because the next era of truly disruptive technology won't come from a new microchip; it will come from a grounded mind.

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But for now, everything starts at your fingertips.

We are not a brand. We are a frequency.

Welcome to CHeese

where energy becomes design, and intention becomes reality.

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(And yes, the anti-gravity machine is still on my to-do list. But first, let's just breathe.)

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Gobby Yan

3.24.2026