The grand opening of H Mart’s newest location in Chino on February 13 underscores the growing influence of Asian supermarkets in mainstream American grocery culture.
With over 500 eager customers lining up in rainy weather and more than 100 continuing to wait into the afternoon, the enthusiasm surrounding H Mart’s expansion is undeniable. But beyond serving its loyal Korean-American customer base, H Mart is uniquely positioned to introduce Asian cuisine to a wider audience.
Michelle Zauner’s bestselling memoir, Crying in H Mart, beautifully illustrates the emotional connection many Korean Americans have with H Mart. In her book, she recounts how the store became a sanctuary of memories, a place where she could reconnect with her late mother through the ingredients and flavors of her childhood.
For many, H Mart is not just a grocery store but a space filled with cultural nostalgia and deep personal meaning. It represents the power of food to preserve heritage and bring comfort, reinforcing its role as a bridge between tradition and modernity.
H Mart’s Chino store, spanning 30,000 square feet, is strategically located near major retailers such as Walmart, Sam’s Club, and Target. This placement signifies the chain’s broader ambition: to attract not only Asian American shoppers but also mainstream consumers who are increasingly embracing diverse culinary experiences.
The store’s design reflects a commitment to convenience and efficiency. Instead of traditional island freezers, the refrigerated and frozen sections feature vertical refrigerators, optimizing storage and ensuring product availability. The spacious layout, with wide aisles and high ceilings, makes for an inviting and hassle-free shopping experience. These modern upgrades aren’t just about aesthetics—they signal H Mart’s effort to appeal to a broader audience that values both quality and convenience.
One of H Mart’s greatest strengths lies in its ability to introduce authentic Asian ingredients to those unfamiliar with them. As American palates grow more adventurous, H Mart serves as an accessible gateway to the rich flavors of Korean, Japanese, Chinese, and other Asian cuisines. Whether it’s specialty produce kept fresh with advanced cooling technology, premium cuts of meat prepared for traditional dishes, or ready-to-cook meals designed for busy families, H Mart caters to both seasoned home cooks and curious newcomers alike.
Additionally, the store’s layout encourages culinary discovery. Shoppers can easily browse through fresh produce, a robust seafood section, and an impressive variety of sauces, spices, and seasonings that might not be available in conventional grocery stores. By making these products available and presenting them in a familiar supermarket setting, H Mart lowers the barrier for mainstream shoppers to explore and incorporate Asian flavors into their daily meals.
At its core, H Mart is more than just a place to buy groceries—it’s a cultural hub. During the Chino grand opening, H Mart President Brian Kwon highlighted the company’s mission: “Our goal is to enrich people’s lives through the traditions, cuisine, and culture of Asia.” This vision resonates beyond its core customer base, offering a shared space where food fosters connection and appreciation across cultures.
For many Korean Americans, H Mart is a nostalgic reminder of home, a place where they can find ingredients essential to their heritage. For others, it’s a chance to explore a new world of flavors. As food continues to be a universal language that bridges cultural divides, H Mart stands as a powerful connector, making Asian cuisine more accessible and inviting to all.
H Mart’s expansion is a testament to America’s evolving food landscape. As the Chino store demonstrates, there is a growing demand for authentic Asian products, and H Mart is at the forefront of meeting this need. By blending modern grocery conveniences with traditional Asian flavors, the chain is helping to reshape the way Americans shop, cook, and experience food.
With each new store, H Mart is not just growing as a business—it’s shaping a more inclusive and diverse culinary scene. As more Americans embrace Asian cuisine, H Mart’s role as a bridge between cultures becomes even more vital. Whether for a first-time visitor or a lifelong shopper, stepping into H Mart is an invitation to explore, taste, and celebrate the richness of Asian food culture.
By Mooyoung Lee lee.mooyoung@koreadaily.com
