Asian snack brands break out of the ethnic aisle

When Candice Choi launched her Korean seaweed snack brand, Geem, in 2023, she anticipated a digital-first existence defined by TikTok trends. Instead, the company bypassed the traditional retail gatekeepers, landing its chips directly alongside kale and veggie straws in mainstream grocery aisles within just three months of operation.

The rapid ascent of Geem into Whole Foods locations across Southern California, Nevada, Arizona, and Hawaii marks a significant shift in American retail. Choi noted that buyers, once perceived as impenetrable barriers, are now actively seeking out high-performing international products to satisfy a growing consumer appetite for global flavors. This move signifies an evolution from the outdated 'ethnic aisle' model, which historically relegated non-Western products to a small, isolated section of the store.

Retailers are no longer treating Asian grocery items as niche add-ons, moving beyond basic oils and sauces to integrate snacks into the mainstream food landscape. By positioning products like Geem chips in high-traffic sections, stores are acknowledging that global flavors have moved from the periphery to the center of the modern American diet.