The boom in Asian food culture in the UK is turning ethnic supermarkets into central players in the food market. Once relegated to Chinatown or Asian-heavy neighbourhoods like New Malden and Kingsland Road, Asian Supermarkets are now found in London's major shopping centres, offering a wide range of products: food, skincare, stationery and homeware.
Dominique Woolf, founder of the brand Woolf's Kitchen, highlights the strategic role of food tourism in growing demand: "People want to recreate at home the flavors they discover while traveling." Trends such as crispy chilli oil, bubble tea and gochujang are driving sales, also supported by a consumer increasingly inclined to cook international dishes.
The phenomenon does not only concern London: chains such as Oseyo e Seoul Plaza are expanding nationally, with new stores in Oxford, Reading, Liverpool and Birmingham. Oseyo, the UK’s largest Asian retailer, will open five new stores in 2025, including one in Liverpool Street Station, while Longdan aims to open the UK’s largest Asian supermarket in Glasgow (110.000 sq m and a food court with 20 kiosks).
The expansion is driven by a demographic and cultural shift: 70% of Longdan's customers, for example, are now non-Asian, attracted by social media, food tourism and the desire to cook global recipes at home. In addition, experiential innovation is becoming central: Oseyo transforms its stores into lifestyle destinations with photo booths, ramen libraries and Korean drink stations, while Longdan introduces fresh sushi and bubble tea corners. The American market also offers similar signals, with the success of chains such as h-mart e 99 Ranch Market. In parallel, new independent formats are born such as Superette in Los Angeles and You're welcome in Brooklyn.
Finally, the push of cultural phenomena such as the return of Squid Games and the opening of restaurants such as Crumb e Bunsik fuel a growing enthusiasm for Asian food, making ethnic supermarkets not only commercial hubs, but also cultural gathering centers. For those operating in the food retail and franchising sector, this segment represents a strategic opportunity for investment and diversification, destined to consolidate in the coming years.
