this post was submitted on 11 Jun 2024
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Last year, Americans bought half a billion packets of Shin Ramyun, the spicy, beefy Korean instant noodle. The bold red-and-black packaging feels inescapable: It’s a staple of college dorm rooms, bodegas, middle-of-the-country Walmarts and viral TikTok videos.

But 30 years ago, the noodles were largely unknown in the United States. No grocery store would stock them, said Kevin Chang, the director of marketing for Nongshim, Shin Ramyun’s parent company. Except, that is, for a few small Korean grocers, including a fledgling shop in Woodside, Queens, called H Mart.

In the 1970s and ’80s, as Asian immigration to the United States soared, grocers like H Mart; Patel Brothers, an Indian grocery founded in Chicago; and 99 Ranch Market, originally focused on foods from China and Taiwan, started in Westminster, Calif., opened to meet the demand for ingredients that tasted like home. These were tiny mom-and-pop shops in suburban strip malls or outer boroughs with large Asian immigrant populations. They weren’t fancy, but they were vital to their communities.

Now, those same shops have transformed into sleekly designed chains with in-store roti machines, mobile ordering apps and locations across the country — all aiming to serve the fastest growing ethnic group in the United States and the millions of others who now crave flavors like Shin Ramyun, chili crisp, chaat masala and chai.

The H Mart of today is a $2 billion company with 96 stores and a namesake book (the best-selling memoir “Crying in H Mart,” by the musician Michelle Zauner). Last month, the chain purchased an entire shopping center in San Francisco for $37 million. Patel Brothers has 52 locations in 20 states, with six more stores planned in the next two years. 99 Ranch opened four new branches just last year, bringing its reach to 62 stores in 11 states. Weee!, an online Asian food store, is valued at $4.1 billion.

Asian grocery stores are no longer niche businesses: They are a cultural phenomenon.

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[–] ChicoSuave@lemmy.world 36 points 5 months ago (3 children)

No, please keep calling it Asian grocery store! The distinction helps me and others like me know that the store will have cultural or regional specialties that can't be found in white people stores.

It's also why La Superior is also a thing for Hispanic specialties. I like having to go to Seafood City for veg and La Superior for spices because their buyers know what makes their selection big unique and a good value.

Please don't bleach and iron the social fabric to remove everything that is "different". Homogeny destroys history.

[–] Riven@lemmy.dbzer0.com 3 points 5 months ago

Is it La or El superior? I have superiors near me but now I'm wondering if there's another different superior I've been missing out on.

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