For the past two decades, according a report in “Distinct Places, Share Opportunity: A Neighborhood-based Analysis of Asian Americans in NYC,” the Asian American community has been the fastest growing group in the nation and New York City. Bensonhurst alone had their Asian population increase 57% between 2000 and 2010. New Asian immigrants not only have moved to the Bensonhurst neighborhood of Brooklyn but they have also brought their cultural influences, traditions, values, and most interestingly Asian foods into the neighborhood.
The founder of the Brooklyn Chinese-American (BCA) Association, Paul Mak, decided to address these growing needs and founded on January 19, 1988. “With all the comfort that the Chinese immigrants could find in their new neighborhood, they realized there was still a significant obstacle hindering them from achieving their dreams of prosperity. They had created their own world, but they were isolated from the larger world of New York City and the United States. Notices in English about social welfare and other literatures crucial to their daily life usually went unread,” according to the Brooklyn Chinese-American Association.
Front view of US Asia Market Inc.
As the Asian community drastically expanded in the neighborhood, there was a growing need for new immigrants such as bilingual social services, Asian grocery stores, restaurants, and clinics. Situated among the supermarkets, restaurants, bakeries, bubble teashops, and pharmacies on 86th Street, right outside from D train Bay Parkway station, there is a small Asian grocery store, which fulfills the needs of the growing Asian community. The store is covered with a red billboard in white and yellow letters in both English and Chinese. It says, “US Asia Market, Inc.” US Asia Market specializes in stocking grocery and food items from South East Asia, China, Vietnam, Philippines, South Korea, Thailand, Malaysia, Singapore, and Indonesia.
Two immigrant entrepreneurs opened it in 2011. One of them is Mr. Chee Hon, a 48-year old Malaysian immigrant. Two years ago, Mr. Hon bought the other half of ownership because his partner could not stand the daily tedious tasks. Many hats now belong to Mr. Hon because he is the manager, the storekeeper, the cashier, and lastly the “boss.” The store is open from 7:30 am to 9:00 pm, seven days a week.
Jasmine Rice from Thailand
Asians’ favorite “HOT” chili sauce
Tom Yum, Lady’s Choice, and Peanut Sauce
“I have been shopping in this grocery store for almost two years. I come back here again and again because Mr. Hon carries different varieties of Asian cooking ingredients like this Malaysian biryani masala one. No other stores around carry products like him,” Ms. Ni said. In addition, many loyal customers come to Mr. Hon’s store because of his excellent customer service. He speaks Malaysian, Mandarin, Cantonese, other dialects of Chinese, and a little bit of Thai.
Goya, Milo, Ovaltine, Thai, and Chinese Tea
Fresh and Green Vegetables
“How are you today?” said Mr. Hon if someone comes into his store in a rush or stop by for chatting. Although he is always working, such as arranging new merchandise or busy checking orders from eBay, he never forgets to greet the incoming customers in a friendly manner and with a big smile. Mr. Hon has been in the States for over 19 years. He started his career in a big Asian supermarket and always wanted to do his own business. With the hard work and the inspiration from the family, his dream came true.
“It was just luck” he said, “I found this store was locked up and empty. Then, I knocked several times and met with the Italian old woman for the leasing.” Mr. Hon came up with an idea to offer different kinds and varieties of imported Asian cooking essential ingredients and seasonal fresh produces excluding meat products, which require additional storage and expenses. Besides foods, his store has merchandise from kitchen utensils to baby lotions, except beer and cigarettes. His 1,600 square-foot-store. “US Asia Market” stands out among other Chinese supermarkets in terms of his food and his service. Mr. Hon grows some produce such as melons, chilies in the summer time, and gets them from a friend’s farm in New Jersey, selling them cheap and fresh for his customers. However, vegetables and fruits sales are not steady since they easily become and are sensitive to the temperature. Up to 5%-10% of the produce is thrown away in the wintertime.
His primary business expenses include rent, insurance, utilities bills, employee wages, with rent being the biggest factor, the one that gives him a headache at night.”We pay around $65,000 – $70,000 a year rent and it is increasing 4% every year.” That is about $6,000 a month. His sales are steady but there is increasing competition, with a couple of grocery stores popping up few blocks away from his store, according to Mr. Hon.
Lotions, Gloves, and etc.
“Another factor which holds back the growth of business is the space constraint,” Mr. Michael said. He is the best friend of Mr. Hon and they have been friends for a few years. Mr. Michael used to be a customer but he is now helping Mr. Hon’s business with online sales on eBay. Selling imported Asian foods and cooking ingredients with free shipping sounded startling but Mr. Hon admits that the eBay sales have been doing well since they launched the business idea in March 2015. Due to the skyrocketing rents in Bensonhurst’s commercial 86th Street, Mr. Hon could neither take over the next door nor add extra room to the store. However, a lot of his customers stop by to check out new brands of noodles and frozen Jack fruit from Thailand.
Sources:
http://www.aafe.org/newsroom/reports
http://www.bca.net/eng/about.html