When Candice Choi launched her Korean seaweed snack brand, Geem, in 2023, she thought the company would be strictly direct-to-consumer, with its marketing strategy relying primarily on TikTok. But within three months, the seaweed snacks were on the shelves of grocery stores, including some Whole Foods locations, where Geem chips sit next to kale chips and veggie straws.“There was so much confluenc…
Asian grocery brands are evolving beyond the ‘ethnic aisle’
