NewHavenBIZ

n e w h a v e n b i z . c o m | S e p t e m b e r 2 0 2 2 | n e w h a v e n B I Z 15 sector that is growing by nearly 2% a year, according to publication Progres- sive Grocer. Changing demographics in addition to younger consumers' interest in global cuisines are fueling the growth. Online Asian grocers also established larger footprints during the pandemic. In addition to national and online competitors, major regional supermar- ket chains are also expanding their sec- tion of Asian products to draw business from specialty retailers. "Over the past few years, Stop & Shop has been expanding our multicultural offerings to ensure the assortment at each of our stores reflects the diversity of the neighborhood we serve," accord- ing to a statement by the Massachu- setts-based chain. Stop & Shop's stores in Connecticut typically carry nearly 300 Chinese, Jap- anese, Korean and Vietnamese products in addition to Indian, ai, and Middle Eastern items. e number and vari- ety of products varies depending on customer demographics and store size, according to the chain. "We're continuously looking for ways to offer customers new and expanded varieties of authentic Asian items at our stores," Stop & Shop said. By Liese Klein M ayors and local politicians are expected at small business rib- bon-cuttings – but international diplomats speaking on U.S.-Chi- na foreign policy? Not so much. e appearance of Deputy Consul General Jin Qian of New York's Chinese Consulate at the opening of the New England Asian American Cultural Cen- ter in Milford on Aug. 19, highlighted the growing size and influence of the New Haven area's Asian American business community. "I can feel the respect, the passion for humanity and the atmosphere of cooperation," Qian said of the new center at 49 Research Dr., which brings together the operations of Wu Dang Kung Fu Academy and Aiping Tai Chi with additional programs in Chinese language and culture. e Milford center opening came at the end of summer that had seen several new Asian American-owned businesses open in and around the area. On one block of Chapel Street alone in downtown New Haven this summer, Zakka Yale boutique and Tous Les Jours Korean bakery both opened their doors "I think that this is the kind of com- munity … where we support each oth- er, we learn from each other, we share the different treasures that we bring from our own backgrounds with each other," New Haven Mayor Justin Elicker said at the July opening of Zakka Yale, which offers an array of Asian foods, beauty products, toys and housewares. "I'm very grateful that you bet on us." Elicker followed up by speaking brief- ly in Chinese – he spent two years in Taiwan as a foreign service officer in the U.S. State Department before moving to New Haven. Asian Americans have also become frequent participants in business ac- celerators around New Haven, creating new products and launching startups. A showcase last fall of food entrepre- neurs at Atticus Market in New Haven featured Bo-yi superfood teas with Asian ingredients like jujube, created by Tiffany Leong. e teas are now sold at specialty food stores and Asian super- market chain H Mart. New Haven-based Fire Ox Foods, co-founded by Jason Yang, recently inked a deal to distribute its frozen vegan entrees at natural foods grocery chain MOM's Organic Market. City officials have taken note of both the increasing Asian American and Pacific Islander population in New Haven and the growing Asian American business community, Elicker said. "As the community grows, you're more likely to see more structure and Asian American business community grows, seeks to organize Neighborhood appeal For smaller Asian markets in the New Haven area, diversification is becoming key to survival as major players eye the sector. Ready-to-eat prepared food is offered at many markets, especially in New Haven's student neighborhoods. e made-to-order bibimbap, a Korean rice dish, at Oriental Pantry at 486 Orange St. draws customers from across the city. Other small markets of- fer acupuncture, medicinal ingredients and beauty products, or benefit from locations in walkable neighborhoods. Hong Kong Market at 71 Whitney Ave. offers fresh fish and staples in addition to the city's widest selection of packaged rice, stacked in the front window at harvest time. Ok Soon Sim, owner of Hanmi Ori- ental Food & Gi Shop on State Street in the East Rock neighborhood, said her homemade kimchi and vegan versions of Korean staple foods help keep the business thriving aer 24 years. Sim said her customer base is increas- ingly non-Asian cooks seeking specialty ingredients. She estimates that five years ago her customer base was 60% of Asian descent, compared to only 30% at present. Customers of all ages come in looking for the vegetables, sauces and noodles used in Asian recipes. Ramyeon, Korea's spicy take on instant noodles, remains popular, Sim said, even as students are increasingly priced out of the gentrifying neighbor- hood. Newer items in demand include kimchi, seaweed salads and rice dishes made without meat or shellfish – she oen sells out of the vegan food that she gets delivered from New York with- in a day or two. Sim said her business has grown in the past year or so as people increasing- ly cook at home and explore preparing Korean food as it grows in popularity. "I'm very happy," she said, surveying her packed shelves. "My customers are very nice people." n people organized," he said. At the forefront of that organization is aapiNHV, a new coalition formed in 2021 aer a national spate of anti-Asian violence. e group announced its for- mation in March in front of a Laotian restaurant on Temple Street that had experienced vandalism and violence. Bringing together the Asian Ameri- can and Pacific Islander business com- munity is a priority for the organization, leader Christine Kim said. Plans have been launched for a business directory to help with networking and support each other, she said. Another effort in the planning stages is a series of storefront portraits telling the personal stories of individual Asian American entrepreneurs and how they ended up running their businesses. But ongoing anti-Asian American vi- olence may slow efforts like the business directory, Kim said. "At first, we were like, 'Oh, let's print the directory,' " Kim said. She said some community members responded, "Actually, we don't feel com- fortable with that – at this point we're being targeted." Immigrant business owners face cultural isolation and language barriers and may have difficulty accessing in- formation on loan programs or support from local chambers of commerce, Kim added. Groups like aapiNHV, which bring together Asian American and Pacific Islander residents from varied backgrounds and experiences, can help bridge the gap. "We want to support our businesses but realize that they struggle, and are not necessarily connected with all of the rest of what happens in New Haven," Kim said. "ey've tried to reach out, but there's just been a chasm. And so that's where we want to step in and support them." n Co-founders Jack Guo and Shirley Chock with Deputy Consul General Jin Qian of the Chinese Consulate in New York (center) at the opening of the New England Asian American Cultural Center in Milford. PHOTO | GARY LEWIS G Mart in Milford offers a wide selection of East Asian products inside a former ShopRite at 155 Cherry St.

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