H Mart hosts Taiwanese food festival

Dive Brief:

H Mart, the largest Asian supermarket chain in the U.S., is hosting a two-week Taiwanese food festival in 10 stores across New York, New Jersey, Texas, California and North Carolina, according to a press release. The event began Nov. 8 and will run through Nov. 21.
Some of the foods from Taiwan available at the festival include Sugar & Spice’s French nougat, the Old Pot Rice Noodles from Hsinchu, dipping sauces from SauceCo. and homemade biscuits from Hwajen.
Customers who purchase more than $50 worth of Taiwanese products from the event will be entered into a giveaway for a "Hello Taiwan" lunch bag designed by Taiwan’s Super B Studio.

Dive Insight:

H Mart seeks to introduce unique products from Taiwan and create a new retail experience that makes everyone feel welcome, the release said. H Mart’s Taiwanese food festival brings awareness for the country’s cuisine to those who have never tried it and attracts Taiwanese Americans who may want to explore the country’s most popular products.

H Mart’s choice of stores to host its Taiwanese festival aligns with 2010 U.S. Census data, which shows 49% of all Taiwanese Americans reside in California, followed by New York, Texas and New Jersey. Taiwanese immigrants only make up 0.9% of the US foreign born population, compared to China (5%).

Catering to a variety of shoppers with different backgrounds is important for grocers, not only because of immigration trends but also because U.S. shoppers are craving more international flavors and are willing to pay more for it, according to a Technomic report.

More grocers are working to expand their offerings to add more global appeal. In May, Jet.com expanded its Asian food offerings in partnership with H Mart, while new grocer Be-Se-To made its U.S. debut last year.

H Mart is focused on Asian grocery products, but it has gained popularity because it's selling customers products they can’t find at their traditional grocer. The retailer recognizes this and even launched same-day delivery nationwide earlier this year to broaden its reach.