99 Ranch Market wants you to remember where you grew up. The nation’s leading Pan-Asian grocery chain launched “Raised by 99 Ranch” on May 6, timed to AAPI Heritage Month.
The campaign positions the beloved Asian grocery store as far more than a place to shop. It frames 99 Ranch as a living archive, one built on memory, identity, and belonging.
A Campaign Built on Real Stories
CEO Alice Chen leads the first video, speaking directly to customers across Instagram, TikTok, and YouTube.
Her father, Roger Chen, founded the company in 1984 after immigrating from Taiwan. That family origin story runs through the campaign’s DNA, grounding it in authenticity rather than corporate polish.
The brand also invites customers to submit their own memories, widening the narrative beyond any single family. Short-form video drives the rollout, targeting platforms where younger Asian Americans already spend their time.
Four Decades of Community Presence
For over 40 years, 99 Ranch has served multi-generational households, grandparents, parents, and their now-adult children. Many of those adult children still push carts through the same aisles where they grew up.
That continuity gives the Asian grocery store a cultural staying power few retail brands can claim.
The campaign draws heavily on the emotional experience of first- and second-generation Asian Americans. Those shoppers know the specific relief of finding a familiar ingredient, one unavailable at mainstream supermarkets.
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Food, Identity, and Memory
“Raised by 99 Ranch” explores three core emotional threads that resonate deeply with its target audience.
First, it highlights the joy of discovering an Asian grocery store that actually stocks ingredients from back home.
Second, it captures the persistence behind recreating authentic dishes in an American kitchen.
Third, it celebrates how families build new traditions by staying rooted in the old ones.
Together, those threads form a portrait of cultural continuity that few grocery campaigns have attempted at this scale.
CEO Alice Chen Speaks to the Mission
Chen made clear that expansion and cultural connection go hand in hand for the company.
“Our focus remains on staying deeply connected to the communities we serve,” Chen said. She added that the campaign reflects 99 Ranch’s role in advancing AAPI culture through everyday life.
The initiative, she emphasized, ties both heritage and innovation to the brand’s long-term strategic vision.
A Retail Brand With National Reach
Parent company Tawa Supermarket, Inc., now operates 66 stores across 11 states. That footprint makes 99 Ranch the dominant Asian grocery store chain in the United States by a wide margin.
The company has also shaped mainstream American familiarity with Asian cuisine over four decades of retail presence.
“Raised by 99 Ranch” arrives as the brand continues to open new locations and expand its delivery footprint.
The campaign signals that 99 Ranch intends to compete not just on product selection, but on emotional relevance. For a new generation of shoppers, the Asian grocery store isn’t just convenient, it’s personal.