Roger Chen, a Taiwanese-born American, opened the chain's first location in 1984 in Little Saigon, a
Prior … See more

Although most of its customers are ethnic Chinese Americans, shoppers also include recent immigrants from China, ethnic Chinese from Vietnam, and others. The chain sells a wide range of imported food products a… See more

Generally, the chain locates its stores in newer suburban Mandarin-speaking immigrant communities, such as Milpitas, California, where the supermarket is strategically located near the technology industries o… See more