In just three months, Korean seaweed snack brand Geem leapfrogged from a TikTok-based launch to shelves of major retailers, including Whole Foods. Their swift climb underscores a larger market trend: Asian flavors and products have moved beyond the “ethnic aisle” into the mainstream spotlight.
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‘Our flavors are on the shelf’: The evolution of Asian grocery beyond the ‘ethnic aisle’
Key Takeaways:
- Rapid Growth of Geem
- Mainstream Acceptance of Asian Flavors
- Retailers’ Embrace of Diverse Products
- Power of Social Media Marketing
- Shift Beyond the “Ethnic Aisle”
A Swift Move from TikTok to Store Shelves
When Candice Choi launched her Korean seaweed snack brand, Geem, in 2023, she intended it to start as a direct-to-consumer venture with a primary focus on TikTok marketing. However, within three months, these seaweed snacks were already gracing the shelves of established grocery chains, including some Whole Foods locations.
Rethinking the ‘Ethnic Aisle’
Geem chips now sit next to kale chips—an unlikely pairing that signals a wider shift in consumer tastes. Whereas Asian foods were once consigned to specialty sections, the rapid acceptance of Korean seaweed snacks challenges these dated retail norms. As Choi observes, “Our flavors are on the shelf,” pointing to a new era of grocery offerings that meld global inspirations with American shopping habits.
The Retail Perspective
Major retailers like Whole Foods have recognized a growing demand for diverse flavors, offering products such as Geem seaweed chips alongside more familiar health-focused items. A simple comparison reveals that both kale chips and seaweed snacks appeal to health-conscious shoppers seeking novel tastes:
| Snack Type | Main Ingredient | Market Appeal |
|---|---|---|
| Geem Seaweed | Dried Seaweed | Light, crisp, global flavor |
| Kale Chips | Kale | Nutritious, familiar taste |
Looking Ahead
The success of Geem’s seaweed snacks captures a broader transformation in grocery retail. Entrepreneurs no longer rely solely on specialized or niche sections to find an audience. Instead, they can reach new customers through a mix of social media buzz and increasing mainstream acceptance. While it remains to be seen which flavor or product will capture consumers’ attention next, the leap of Geem seaweed snacks from TikTok to household shelves heralds exciting possibilities for innovators looking to broaden America’s culinary landscape.
