Two decades ago, snack lovers and non-Asians alike discovered mochi ice cream. The chewy mochi texture mixed with the smooth and creamy filling of sweet ice cream blew everyone’s minds. Today, non-Asian grocery stores carry mochi ice cream, some with brands that are owned and were created by non-Asian founders, like Bubbies Mochi. 

Trader Joe’s, the beloved grocery store chain from Monrovia, California, introduced the world and internet to the “never-before-heard-of” snack food: kimbap. Despite Asian grocery stores carrying frozen kimbap since its invention during the Joseon Dynasty, everyone rushed to try it, along with the store’s other popular Asian items — soup dumplings, scallion pancakes, mochi waffles, and ube ice cream. 

Trendy Asian snacks “discovered” in various Asian grocery stores across the U.S. have sent the internet into a scavenger hunt frenzy. For many non-Asian Americans, this may be their very first time stepping foot inside a store carrying common Asian household products — with an alluring food court, unlike the one with $1.50 hot dogs at Costco. 

The increasing fascination with Asian snacks may have been formed by both the lack of exposure and past disinterest that people had. The lack of accessibility may have discouraged people from trying more of these items, but also, with the growing sensation of Asian culture online, the internet has a way of reshaping people’s minds when it comes to venturing out and trying new things. 

Asian Supermarket as a Cultural Home

Some of these trending Asian snack items can only be found in local Asian supermarkets. Snacks like the viral mango and peach ice cream have become so popular because it cannot be found or discovered at typical grocery stores. While both Asian and non-Asian social media users have been posting about visiting shopping locations that carry these items, how does the experience differ between those being there for the first time and the many Asian Americans revisiting their once-least-favorite weekend activity with their parents? 

In another dimension, H Mart can be an “Everything Everywhere All At Once” version of Costco in many ways — it has everything everywhere you would ever need in life. Despite both having food courts, clothing, pots and pans, and bulk 70% off sale items, does Costco bring back a feeling of comfort or familiarity to those who have grown up shopping there? 

Asian grocery stores can create a sense of home to Asian Americans. In many Asian cultures, food not only brings families and friends together, but has an everlasting impact on our memories associated with upbringing and childhood. No matter where we are in life, these supermarkets can remind us of our background and culture. 

Throughout their childhood, many Asian Americans grew up going to Asian supermarkets with their families every week. 

Originally from Northbrook, Illinois, Serlina Ku still shops at the same Asian grocery stores her family used to go to. “My mom used to take me a lot actually, we went almost every week from what I can remember,” Ku said. 

Although she appreciates grocery stores like Trader Joe’s selling Asian-inspired products, Ku hoped for more local Asian supermarkets to open up for people to experience. “I think the popularity of Asian grocery stores is great because it feels like I’m able to share a part of myself and childhood with everyone.” 

More Than Just Comfort Food 

Ellie Sander, from Buffalo Grove, Illinois, worked at a food court inside of an Asian grocery store for three years. Sander discovered Asian supermarkets as a teenager and eventually started exploring more grocery stores that carried traditional Asian snacks throughout college.  

“I didn’t have a lot of Asian snacks around growing up, but I lived about five minutes away from a small Korean grocery store called Seoul Market. I never went in until high school, as I started to become more curious about my Asian heritage, since I was adopted by white parents,” Sander said. “My first experience visiting Mitsuwa, a Japanese supermarket in my hometown, was for the Matsuri celebration with my family. I remember feeling connected with the atmosphere and was excited to be there — something about it feels like home. Once I was able to drive, I started going there all the time.” 

As kids, Asians were oftentimes mocked for their taste in snacks or ostracized from going to places with Asian influence, like cultural celebrations, festivals, or stores. For many Asian Americans, seeing people visit places and purchase snack items for the first time that we grew up eating can make us feel proud of who we are and how far we’ve come, in terms of the polarization of Asian food and community. 

“I definitely feel pride. I think there’s a bittersweet feeling among Asian Americans where it feels good to be recognized for our culture, and at the same time, resent the fact that most of the appreciation is based in consumerism of Asian culture and products.” Sander said. “After working at a grocery store, and seeing all of the Asian food and businesses opening up in the suburbs of Chicago, I’ve realized what an amazing Asian community we have here.” 

Food can connect and bring people together. As Asian snack items become more visible in the public eye, so do communities and regions with large Asian populations like Chinatowns or Japantowns in the U.S., which were once spaces where Asians were expected to isolate themselves away from others. In contrast, today, many tourists and people in general visit these locations either regularly or with the intent to engage with Asian culture through shopping, eating, or simply sightseeing. 

The sense of nostalgia that these places bring to Asian Americans can invoke a sense of belonging in themselves. Asian supermarkets are more than just places to find popular snacks – they’re cultural homes for many Asian Americans to find a sense of comfort and community. 

The growing sensation of Asian snack items increases the visibility of traditionally Asian spaces that bring back nostalgic memories for those to find more than just shrimp chips or milkis, but a sense of comfort in their cultural identity. 

Cover: Harry Tucker / Pexels