Hung Vuong Supermarket has emerged as a leading Asian grocery chain, rapidly expanding to meet the growing demand for authentic Asian ingredients and diverse food products. Originating from a humble produce store in Philadelphia’s Chinatown, Hung Vuong has blossomed into a significant culinary destination, exemplified by its impressive 60,000-square-foot flagship location in Cherry Hill, NJ.
“Our journey began 20 years ago with a small, 4,000-square-foot store in the heart of Philly’s Chinatown,” explains Chau Huynh, spokesperson for the Hung Vuong Group, headquartered in Philadelphia. “That initial store, still thriving today, demonstrated the strong regional appetite for our offerings and fueled our ambition to grow.” Recognizing the broad customer base drawn from across the metro area, Hung Vuong’s owners strategically pursued expansion, aiming to bring their unique market experience to a wider audience.
The path to the expansive Cherry Hill Hung Vuong Supermarket was paved with the establishment of two intermediate-sized stores, each approximately 30,000 square feet. In 2016, Hung Vuong took over an existing supermarket at 11th and Washington in South Philadelphia, followed by the development of a new store in North Philadelphia. By 2018, they seized the opportunity to lease a Cherry Hill strip mall, envisioning a larger format store that would artfully blend Chinese, pan-Asian, and American food selections. This strategic growth has continued with the addition of two more locations in Delaware and King of Prussia, PA, solidifying Hung Vuong’s regional presence as a premier Asian food market.
Hung Vuong Supermarket is deeply rooted in family ownership, currently under the leadership of Berry Liu. “The Liu family’s expertise in the food industry stems from generations in wholesale distribution, controlling an estimated 60 to 70% of the Chinese wholesale food market in the tri-state region,” Huynh elaborates. “This background provides Hung Vuong with unparalleled access to quality products and a deep understanding of the Asian food landscape. Today, Hung Vuong stands as the largest privately owned Asian supermarket chain in the local area, a testament to its commitment to serving the community.”
The Heart of Hung Vuong: A Produce-Centric Approach
Produce is not just a department at Hung Vuong Supermarket; it is the very foundation upon which the chain was built and continues to thrive. This unwavering focus on fresh, high-quality produce is a direct legacy of the family’s origins in the Chinatown store. “Fresh produce is in our DNA,” Huynh emphasizes. “We are committed to offering our customers the same exceptional quality produce that defined our beginnings. It’s a major attraction for our loyal customer base and a point of pride for Hung Vuong.”
The Cherry Hill Hung Vuong Supermarket is strategically designed to appeal not only to its core Asian customer demographic but also to welcome and engage the broader local community. “We aim to be a culinary destination for everyone, including those who are eager to explore new flavors and embrace diverse culinary traditions,” Huynh explains. “We are increasingly attracting non-Asian customers who appreciate the unique and high-quality products we offer. This trend is particularly evident at our Cherry Hill location, which has become a hub for food enthusiasts of all backgrounds.”
Reflecting its produce-centric philosophy, the produce section at the Cherry Hill store occupies a substantial 25% of the total store footprint, encompassing approximately 15,000 square feet. This significant space translates to an impressive 30% contribution to the store’s overall sales, underscoring the pivotal role of produce in Hung Vuong’s business model. “Produce is not just important; it’s absolutely essential to every Hung Vuong store, and the Cherry Hill market truly exemplifies this commitment,” Huynh asserts.
Shoppers at the Cherry Hill location are greeted by an astounding average of 350 different produce items on display at any given time, with the selection fluctuating seasonally to ensure optimal freshness and variety. “We pride ourselves on our extensive selection,” Huynh notes. “Our strength lies in offering a wide range, and we make it a priority to consistently stock the tropical and exotic fruits and vegetables that our customers seek.”
Sourcing for Superior Quality and Variety
To maintain its commitment to quality and variety, Hung Vuong Supermarket employs a meticulous sourcing strategy. For the Cherry Hill store, and indeed across the chain, quality is the paramount consideration in produce procurement. “Quality is our number one priority when sourcing produce,” Huynh states. “Pricing is secondary, followed by variety. These three factors are the cornerstones of our purchasing decisions and dictate what we offer our customers.”
The majority of Hung Vuong’s produce is sourced through established wholesale distributors, ensuring a consistent supply chain and access to a broad range of products. However, Hung Vuong also strategically leverages the Philadelphia Wholesale Produce Market, sourcing approximately 5% of its produce directly from this regional hub. This percentage can fluctuate depending on market conditions and specific needs. Furthermore, to ensure access to unique and imported items, Hung Vuong directly sources a portion of its produce from the port of New York.
Daily deliveries are a cornerstone of Hung Vuong’s commitment to freshness. “Receiving daily shipments is crucial to upholding our quality standards,” Huynh explains. “Berry Liu and the entire family are deeply invested in produce quality; it is their foremost concern. Berry himself acts as the produce director for all our stores, reflecting his expertise in this area. Each store has a dedicated produce manager who reports directly to Berry. He actively shares his knowledge, addresses any departmental challenges, and ensures that each manager has the resources they need to succeed.”
A Gigantic Sales Opportunity: The Produce Department Experience
Stepping into the produce department at the Hung Vuong Supermarket in Cherry Hill is an immersive experience. Customers are immediately struck by the sheer scale and diversity of the offerings. Produce is presented in abundant displays within large, easily accessible metal and wood bins. “These bins are not only visually appealing but also highly functional,” Huynh points out. “They are easy to reconfigure, move, and adapt to our changing display needs.”
The department’s open layout, enhanced by festive banners and decorations, creates a vibrant and welcoming atmosphere. The emphasis on visual appeal is matched by a commitment to quality maintenance, with employees diligently restocking and reorganizing displays throughout the day. Strategically placed pallets showcasing special buys create an impression of fresh-off-the-truck arrivals, while bulk purchasing options, offered by the box or case, provide added value to customers.
The expansive produce department features seven to eight substantial sections of movable bins, each measuring 33 feet by 8 feet, creating ample space for both product displays and customer navigation. A 75-foot refrigerated display case lines the left side of the department, dedicating 17 feet to specialty and value-added produce items.
While the department’s overall layout remains consistent, approximately 80% of the displays maintain the same locations year-round, providing a familiar shopping experience for regular customers. “The remaining 20% of our displays are dynamic,” Huynh clarifies. “We adjust this portion based on seasonality, exceptional purchasing opportunities, and promotional focuses. This flexible space allows us to highlight seasonal favorites or showcase items we have in abundance, such as jackfruit or dragon fruit, capturing customer attention and driving sales.”
Hung Vuong Supermarket
1445 Brace Road, Cherry Hill, NJ 08034
Tel: 856-857-1189 | https://hungvuongmarkets.com
Hours: Monday through Sunday, 8 a.m.-8 p.m.
