The Lure of H Mart, Where the Shelves Can Seem as Wide as Asia (Published 2021) (2023)

At the H Mart on Broadway at 110th Street in Manhattan, the lights are bright on the singo pears, round as apples and kept snug in white mesh, so their skin won’t bruise. Here are radishes in hot pink and winter white, gnarled ginseng grown in Wisconsin, broad perilla leaves with notched edges, and almost every kind of Asian green: yu choy, bok choy, ong choy, hon choy, aa choy, wawa choy, gai lan, sook got.

The theme is abundance — chiles from fat little thumbs to witchy fingers, bulk bins of fish balls, live lobsters brooding in blue tanks, a library of tofu. Cuckoo rice cookers gleam from the shelves like a showroom of Aston Martins. Customers fill baskets with wands of lemongrass, dried silvery anchovies, shrimp chips and Wagyu beef sliced into delicate petals.

For decades in America, this kind of shopping was a pilgrimage. Asian-Americans couldn’t just pop into the local Kroger or Piggly Wiggly for a bottle of fish sauce. To make the foods of their heritage, they often had to seek out the lone Asian grocery in town, which was salvation — even if cramped and dingy, with scuffed linoleum underfoot and bags of rice slumped in a corner.


The Lure of H Mart, Where the Shelves Can Seem as Wide as Asia (Published 2021) (1)

Il Yeon Kwon, a farmer’s son who left South Korea in the late 1970s when the countryside was still impoverished from war, opened the first H Mart in Woodside, Queens, in 1982. It was the middle of a recession. At the time, only about 1.5 percent of the American population was of Asian descent.

Later that year, Vincent Chin, a Chinese-American, was beaten to death in Detroit by two white autoworkers who were reportedly angered by the success of the Japanese car industry. Asian-Americans, a disparate group of many origins that had historically not been recognized as a political force, came together to condemn the killing and speak in a collective voice.

Today, as they again confront hate-fueled violence, Asian-Americans are the nation’s fastest-growing racial or ethnic group, numbering more than 22 million, nearly 7 percent of the total population. And there are 102 H Marts across the land, with vast refrigerated cases devoted to kimchi and banchan, the side dishes essential to any Korean meal. In 2020, the company reported $1.5 billion in sales. Later this year, it’s set to open its largest outpost yet, in a space in Orlando, Fla., that is nearly the size of four football fields.

And H Mart has competition: Other grocery chains that specialize in ingredients from Asia include Patel Brothers (Patel Bros, to fans), founded in Chicago; and, headquartered in California, Mitsuwa Marketplace and 99 Ranch Market — or Ranch 99, as Chinese speakers sometimes call it. They’re part of a so-called ethnic or international supermarket sector estimated to be worth $46.1 billion, a small but growing percentage of the more than $653 billion American grocery industry.


The Lure of H Mart, Where the Shelves Can Seem as Wide as Asia (Published 2021) (2)

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Many of these chains have a particular focus (H Mart’s is Korean products), but also attempt the difficult feat of catering to a variety of Asian-American groups with different tastes and shopping preferences.

Mr. Kwon’s first store still stands in Woodside, with a blue awning that bears H Mart’s original name, Han Ah Reum. This is commonly translated from Korean as “an armful,” but has a poetic nuance, invoking warmth and care, as in an embrace.

H Mart is “a beautiful, holy place,” writes the musician Michelle Zauner, who performs under the name Japanese Breakfast, in her new memoir, “Crying in H Mart,” published last month. The book begins with her standing in front of the banchan refrigerators, mourning the death of her Korean-born mother. “We’re all searching for a piece of home, or a piece of ourselves.”

As the 20th-century philosopher Lin Yutang wrote, “What is patriotism but the love of the food one ate as a child?”

For an immigrant, cooking can be a way to anchor yourself in a world suddenly askew. There is no end to the lengths some might go to taste once more that birthday spoonful of Korean miyeok guk, a soup dense with seaweed, slippery on the tongue, or the faintly bitter undertow of beef bile in Laotian laap diip (raw beef salad).

When Vilailuck Teigen — the co-author, with Garrett Snyder, of “The Pepper Thai Cookbook,” out in April — was a young mother in western Utah in the 1980s, she ordered 50-pound bags of rice by mail and drove 150 miles to Salt Lake City to buy chiles. She had no mortar and pestle, so she crushed spices with the bottom of a fish-sauce bottle.



Around the same time, Thip Athakhanh, 39, the chef of Snackboxe Bistro in Atlanta, was a child in a small town in east-central Alabama, where her family settled after fleeing Laos as refugees. They fermented their own fish sauce, and her father made a weekly trek to Atlanta to pick up lemongrass and galangal at the international farmers’ market.

The essayist Jay Caspian Kang has described Americans of Asian descent as “the loneliest Americans.” Even after the government eased restrictions on immigration from Asia in 1965, being an Asian-American outside major cities often meant living in isolation — the only Asian family in town, the only Asian child at school. A grocery store could be a lifeline.

When the writer Jenny Han, 40, was growing up in Richmond, Va., in the ’90s, her family shopped at the hole-in-the-wall Oriental Market, run by a woman at their church. It was the one place where they could load up on toasted sesame oil and rent VHS tapes of Korean dramas, waiting to pounce when someone returned a missing episode.

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A few states away, the future YouTube cooking star Emily Kim — better known as Maangchi — was newly arrived in Columbia, Mo., with a stash of meju, bricks of dried soybean paste, hidden at the bottom of her bag. She was worried that in her new American home she wouldn’t be able to find such essentials.

Then she stumbled on a tiny shop, also called Oriental Market. One day the Korean woman at the counter invited her to stay for a bowl of soup her husband had just made.

“She was my friend,” Maangchi recalled.


The H Mart of today may be a colossus, but it remains a family business. Mr. Kwon, 66, has two children with Elizabeth Kwon, 59, who grew up two blocks from the Woodside shop (where her mother still lives) and oversees store design. (Mr. Kwon has since remarried; he and his wife, Jinny Kwon, have three daughters.)

From the beginning, it was important to Elizabeth Kwon that the stores were clean, modern and easy to navigate, to defy the stereotype of Asian groceries as grimy and run-down.

“It’s so emotional, shopping for food,” said her son, Brian Kwon, 34. “You don’t want to be in a place where you feel like you’re compromising.”

He never intended to devote his life to the store. But not long after he went abroad to take a job in Seoul — seeking to improve his Korean — his father asked him to come home and look over the company’s books, to make sure everything was running smoothly.

It was, as Mr. Kim of the Canadian TV show “Kim’s Convenience” might say, a sneak attack. Once Brian Kwon entered the office, he never left. “My father called it his ‘golden plan,’ after the fact,” he said ruefully. He is now a co-president, alongside his mother and his sister, Stacey, 33. (His father is the chief executive.)

For many non-Asian customers, H Mart is itself a sneak attack. On their first visit, they’re not actually looking for Asian ingredients; customer data shows that they’re drawn instead to the variety and freshness of more familiar produce, seafood and meat. Only later do they start examining bags of Jolly Pong, a sweet puffed-wheat snack, and red-foil-capped bottles of Yakult — a fermented milk drink that sold out after it appeared in Ms. Han’s best-selling novel-turned-movie “To All The Boys I’ve Loved Before.”

To be welcoming to non-Koreans, H Mart puts up signs in English. At the same time, the younger Mr. Kwon said, “We don’t want to be the gentrified store.” So while some non-Asians recoil from the tanks of lobsters, the Kwons are committed to offering live seafood.


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Deuki Hong, 31, the chef and founder of the Sunday Family Hospitality Group, in San Francisco, remembers the H Mart of his youth in New Jersey as “just the Korean store” — a sanctuary for his parents, recent immigrants still not at ease in English. Everyone spoke Korean, and all that banchan was a relief: His mother would pack them in her cart for dinner, then pretend she’d made them herself.

Later, as a teenager, he started seeing his Chinese- and Filipino-American friends there, too, and then his non-Asian friends. Spurred by postings on social media, young patrons would line up to buy the latest snack sensation — “the snack aisle is notorious,” Mr. Hong said — like Haitai honey butter chips and Xiao Mei boba ice cream bars. (The current craze: Orion chocolate-churro-flavored snacks that look like baby turtles.)

In “Mister Jiu’s in Chinatown,” a new cookbook by the chef Brandon Jew and Tienlon Ho, Mr. Jew, 41, recalls Sunday mornings in San Francisco with his ying ying (paternal grandmother), taking three bus transfers to traverse the city, on a mission for fresh chicken — sometimes slaughtered on the spot — and ingredients like pea shoots and lotus leaves.

He still prefers “that Old World kind of shopping,” he said, from independent vendors, each with his own specialties and occasional grouchiness and eccentricities. But he knows that the proliferation of supermarkets like H Mart and 99 Ranch makes it easier for newcomers to Asian food to recreate his recipes.

“Access to those ingredients leads to a deeper understanding of the cuisine,” he said. “And that in turn can become a deeper understanding of a community and a culture.”


These days, even mainstream markets carry Asian ingredients. Ms. Teigen, who now lives in Los Angeles, often buys basics like fish sauce, palm sugar and curry paste from the Thai section at Ralph’s. Still, she goes to 99 Ranch for coconut milk, whole jackfruit and, above all, garlic in bulk — “a giant bag that I can use for months.”

(Garlic is an urgent matter for Asian-Americans: Ms. Zauner, 32, writes in “Crying in H Mart” that the store is “the only place where you can find a giant vat of peeled garlic, because it’s the only place that truly understands how much garlic you’ll need for the kind of food your people eat.”)

But Meherwan Irani, 51, the chef of Chai Pani in Asheville, N.C., and Atlanta, feels that something is lost when you buy paneer and grass-fed ghee at a Whole Foods Market. You miss the cultural immersion, he says, “getting a dunk and having horizons broadened.”

“An Indian grocery is not just a convenience — it’s a temple,” he said. “You’re feeding the soul. Come in and pick up on the energy.”

In the TV special “Luda Can’t Cook,” which premiered in February, Mr. Irani takes the rapper Ludacris to Cherians, an Indian supermarket in Atlanta. Once Mr. Irani had to scrounge for spices like cumin and turmeric at health food stores; now, surrounded by burlap sacks stuffed with cardamom pods and dried green mango, he tells Ludacris, “This is my house.”


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The writer Min Jin Lee, 52, remembers how important H Mart was to people working in Manhattan’s Koreatown in the ’80s, when it was still called Han Ah Reum and “tiny, with almost no place to negotiate yourself through the aisles,” she said. (It has since moved across West 32nd Street to a larger space.) Her parents ran a jewelry wholesale business around the corner, and relied on the store for a cheap but substantial dosirak (lunch box) that came with cups of soup and rice.

She sees the modern incarnation of the store as a boon for second- and third-generation Korean Americans, including thousands of Korean-born adoptees raised by white American parents, who “want to find some sort of connection to the food of their families,” she said. “There aren’t gatekeepers to say who’s in or who’s out.”

Maangchi moved to Manhattan in 2008, and used to buy most of her ingredients from one of the H Marts in Flushing, Queens. (These days she just walks to Koreatown.) To save money, she would take the subway, bringing an empty backpack and her own shopping cart, then walk for 20 minutes.

“Once I get there, my heart is beating,” she said. On the way home, she’d stop at a barbecue spot and drink soju. “Come home drunk,” she said with a laugh.

Sometimes when she’s at H Mart, one of her more than five million YouTube subscribers recognizes her and flags her down. Those seeking advice (or a photo op) are mostly non-Korean. But, she said, there are also “old ladies who come up to me and say, ‘I forgot everything — I left Korea long ago.’”

Recently, with the rise in incidents of violence against people of Asian descent, her fans have been sending her messages: “Maangchi, I’m so worried about you these days.”

This is the paradox: that at a time when Americans are embracing Asian culture as never before, at least in its most accessible forms — eating ramen, drinking chai, swooning over the K-pop band BTS — anti-Asian sentiment is growing. With visibility comes risk.

For Ms. Lee, this makes H Mart a comfort. “I like going there because I feel good there,” she said. “In the context of hatred against my community, to see part of my culture being valued — it’s exceptional.”

Follow NYT Food on Twitter and NYT Cooking on Instagram, Facebook, YouTube and Pinterest. Get regular updates from NYT Cooking, with recipe suggestions, cooking tips and shopping advice.


How did crying the H Mart get published? ›

Crying in H Mart: A Memoir is a 2021 memoir by Michelle Zauner, singer and guitarist of the musical project Japanese Breakfast. It is her debut book, published on April 20, 2021, by Alfred A. Knopf.

Is H Mart Chinese or Korean? ›

H Mart (Korean: H 마트 or 한아름 마트) is an American supermarket chain of Asian supermarkets operated by the Hanahreum Group, headquartered in Lyndhurst, New Jersey.

What does H stand for in H Mart? ›

For those of you who don't know, H Mart is a supermarket chain that specializes in Asian food. The “H” stands for han ah reum, a Korean phrase that roughly translates to “one arm full of groceries.” H Mart is where parachute kids go to get the exact brand of instant noodles that reminds them of home.

Is H Mart Chinese or Japanese? ›

Many of these chains have a particular focus (H Mart's is Korean products), but also attempt the difficult feat of catering to a variety of Asian-American groups with different tastes and shopping preferences.

What is the message of Crying in H Mart? ›

In this, Crying in H Mart is a rare acknowledgement of the ravages of cancer in a culture obsessed with seeing it as an enemy that can be battled with hope and strength. Zauner carries the same clear-eyed frankness to writing about her mother's death five months after her diagnosis.

Is there a Korean version of Crying in H Mart? ›

Korean edition of [Crying in H Mart: A Memoir] by Michelle Zauner. From the indie rock star of Japanese Breakfast fame, and author of the viral 2018 New Yorker essay that shares the title of this book, an unflinching, powerful memoir about growing up Korean American, losing her mother, and forging her own identity.

Why is H Mart so popular? ›

But H Mart was transformative for Asian grocery shopping because from the beginning the founders (II Yeon Kwon and Elizabeth Kwon) wanted to "defy the stereotype of Asian groceries as grimy and run-down," reported the New York Times. H Marts are spacious and well-lit, and the produce aisles are fresh and plentiful.

Are there Korean convenience stores in America? ›

One of the most well-known Korean grocery store chains in the U.S. is H Mart. H Mart has dozens of locations in states like California, Texas, and New York, and they offer fresh grocery delivery for customers in the New York and New Jersey area.

Does H Mart have Thai ingredients? ›

I'm a fan of Thai food myself and H-Mart does not disappoint with it's selection of Thai ingredients.

Who is H Mart owned by? ›

H Mart is a family business

Thirty years later, that store is the first of more than 100 that now bear the name of H Mart. Kwon, 66, remains CEO of the family business, which he runs with three co-presidents: his former wife Elizabeth Kwon and their two children, Brian and Stacey (via The New York Times).

Whats HEB stand for? ›

The initials of Howard E. Butt became the name of the store. Charles, the younger son of Howard E. Butt, became president of H-E-B in 1971.

What does the J in J Mart stand for? ›

J-Mart Japanese / Asian Grocery – Our Story

Upon his father's retirement from the Navy, they eventually settled down in Florida, where Brian and his family lived for about 30 years.

Is H Mart coming to Orlando? ›

A new H Mart location will be opening at 7501 W Colonial Dr in Orlando's Western Terrace Plaza. Some shops and restaurants currently open for business at the Western Terrace Plaza include Citibank, Gina's Beauty Supply, CVS, New China Restaurant and Pollo Tropical.

Are Michelle Zauner and Peter still married? ›

Zauner, who in 2013 began to release music under the name Japanese Breakfast, left Little Big League in 2014 when she returned to Eugene to care for her ailing mother.
Michelle Zauner
Years active2005-present
SpousePeter Bradley ​ ( m. 2014)​
Musical career
OriginEugene, Oregon, U.S.
10 more rows

Why did Kye leave in Crying in H Mart? ›

She was jealous when she realized that Michelle's mother would always love her daughter most and that she couldn't edge her out after all. So she left in a huff.

Where did Crying in H Mart take place? ›

With humor and heart, she tells of growing up one of the few Asian American kids at her school in Eugene, Oregon; of struggling with her mother's particular, high expectations of her; of a painful adolescence; of treasured months spent in her grandmother's tiny apartment in Seoul, where she and her mother would bond, ...

How old is Michelle Japanese Breakfast? ›

Is Japanese Breakfast Japanese? ›

Japanese Breakfast is an alternative pop band headed by Korean-American musician Michelle Zauner.

When did crying in H Mart come out? ›

What is the most popular convenience store in Korea? ›

According to a survey in South Korea in 2020, GS25 was the most popular convenience store brand among South Korean Millennials and Generation Z with a brand power index (BPI) of 72.6 points. Second-ranking CU had about the same brand familiarity and brand image as GS25, but scored 6.8 points lower in brand loyalty.

What is a Korean convenience store called? ›

In Korea, they're known as dosirak (도시락), what wives and mothers prepare for their familial workers. Inside a typical convenience store dosirak, you'll find a plot of rice, a main meat dish, and various banchan (side dishes; 반찬).

Do Korean convenience stores sell alcohol? ›

While pretty much any one of Seoul's convenience stores will do for beer and vibes, there are some standouts boasting phenomenal views and impressive beer selections. You can't go wrong with locations along the Han River or shops that call themselves 'convenience-store pochas' – pocha is Korean for a 'drinking cart'.

Does Hmart have Kewpie mayo? ›

If, on the other hand, you're feeling inspired, go ahead and grab sushi-grade salmon (H Mart also carries tuna, ikura, masago and uni), sushi rice, rice vinegar, sriracha, Kewpie Mayonnaise, avocado, plain seaweed, wasabi, pickled ginger and soy sauce.

Is M2M owned by H Mart? ›

M2M means “morning to midnight” and is a grocery store from the Hanahreum Group, the same Korean American grocery company that owns H Mart.

Is H Mart coming to Pearl City? ›

Oahu's newest H Mart will be located at 850 Kamehameha Highway — at the old Foodland location. The Pearl City location is also hiring new employees to join the team. There are currently two other H Mart locations in Hawaii — including in Kalihi and Kakaako. Copyright 2022 Hawaii News Now.

Will H-E-B expand to other states? ›

We may live in the United States of California and Texas, but H-E-B has no plans to expand beyond Texas, at least in the U.S. Julie Bedingfield, an H-E-B public affairs manager, says that the company gets requests to open stores outside of Texas, mainly from Texas natives living elsewhere, “every single day.” You'd ...

How much money does H-E-B make a year? ›

“They're good at value and price perception, and people love them.” As one of the nation's leading retailers, with more than $28 billion in annual sales, H-E-B continues to strengthen its position as a digital retailer while continuing to grow its brick-and-mortar business.

What is difference between H-E-B and H-E-B Plus? ›

In addition to its store-within-a-store concepts, there are other unique elements that make H-E-B Plus stand out. The stores are typically more brightly lit than traditional supermarkets and house more elaborate food stations that are identified by large, illuminated ceiling mobiles of various shapes and colors.

Why do Koreans eat so much pork? ›

Pork is the source of high-quality protein, vitamins, and minerals. Consumers in South Korea also favor pork rather than chicken and beef. Especially, they strongly prefer pork belly, the highest fat and the lower yield cut.

What do South Koreans eat for breakfast? ›

A typical Korean breakfast is not that much different than the other meals of the day, except maybe a bit on the lighter side (or with fewer banchan, or side dishes). Rice, a small bowl of soup or stew, and any number of banchan would typically make up the first meal of the day.

Why do Koreans eat so much rice? ›

From recorded images, it seems like Koreans have consumed in large quantities in the past. Given Korea's past climate, and environment there may not be sufficient agricultural resources. So the upper class would eat plain rice, while the lower class would mix rice and grains.

Why did Kye leave Crying in H Mart? ›

She was jealous when she realized that Michelle's mother would always love her daughter most and that she couldn't edge her out after all. So she left in a huff.

Who is the main character in Crying in H Mart? ›

The main characters in Crying in H Mart include Michelle Zauner, Chongmi Zauner, and Michelle Zauner's father. Michelle Zauner is the memoir's author. A musician, she is twenty-five and living on the East Coast when she learns of her mother's cancer diagnosis and moves back home to Oregon to care for her.

Does Japanese breakfast write her own songs? ›

In 2018, Zauner was contacted by indie game developer Shedworks, who sent her preliminary images from their video game Sable and commissioned her to write its soundtrack. Unlike the pop songs she writes for Japanese Breakfast, the Sable soundtrack was mostly ambient music.

How old is Michelle Japanese breakfast? ›

Where is Japanese breakfast from? ›

Japanese Breakfast

Where does Japanese breakfast live? ›

Though only one member of the band — drummer Craig Hendrix — still lives in Philadelphia, Zauner says she still considers Japanese Breakfast a Philadelphia band. “I feel like you're a band from wherever you came up, and I definitely came up as a musician in Philly.” There's plenty of the city in Crying in H Mart.

When did Crying in H Mart come out? ›

Is a memoir nonfiction? ›

A memoir is a nonfiction book that tells your own story, focusing on elements of your real life like personal experience, intimacy, and emotional truth. 1. Enables self-discovery. The memoir book writing process requires you to really reexamine your own experiences, not just write an entire book retelling them.

What do Japanese eat for breakfast? ›

Traditional Japanese breakfast usually follows the style of a Japanese set meal, with the staple being rice and miso soup and ohitashi (boiled vegetables) served as side dishes. Natto (fermented soybeans), pickles, and grilled fish are often also served on the side to help complement the rice.

Why is her name Japanese Breakfast? ›

According to Zauner, the band's name is a juxtaposition of Asian exoticism and American culture. Zauner, a Korean-American, chose the name because "growing up relating to Japanese culture quite a bit because it felt like the closest thing [she] had" to popular Korean culture in America.

What genre is Japanese Breakfast? ›


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