Hung Vuong Food Market, a rapidly expanding Asian supermarket chain rooted in Philadelphia’s Chinatown, is bringing its unique and diverse offerings to Delaware and surrounding areas. Starting from a humble produce-focused store, Hung Vuong has grown into a beloved grocery destination, celebrated for its commitment to fresh, high-quality products and authentic Asian flavors.
The journey began 20 years ago with a small, 4,000-square-foot store in the heart of Philadelphia’s Chinatown. This initial venture, still thriving today, laid the foundation for what would become Hung Vuong Group. According to Chau Huynh, public relations representative for Hung Vuong Group, the original store’s popularity drew customers from across the metro area, sparking the vision for expansion.
This expansion led to larger format stores, first with two 30,000-square-foot supermarkets, including a significant location at 11th and Washington in South Philadelphia (acquired in 2016) and another in North Philadelphia. In 2018, Hung Vuong took a significant step by leasing a Cherry Hill, NJ, strip mall, aiming to create a more expansive store that catered to a diverse palate, blending Chinese, broader Asian, and American food selections. This growth trajectory continued with further expansion into Delaware and King of Prussia, PA, solidifying Hung Vuong’s presence as a major player in the Asian grocery market in the region, including the burgeoning market in Delaware.
Hung Vuong Market is a family-operated business, currently led by Berry Liu. The Liu family’s deep roots in food wholesale distribution, controlling a significant portion (60-70%) of the Chinese wholesale food market in the tri-state area, provides a strong foundation for Hung Vuong’s success. This established network ensures a consistent supply of fresh and authentic ingredients. Hung Vuong proudly stands as the largest locally owned, private Asian supermarket chain in the area, offering a unique shopping experience compared to larger corporate chains.
Produce: The Heart of Hung Vuong
Fresh produce is not just a section; it’s the very essence of Hung Vuong. This emphasis stems from the family’s background in produce and their understanding of its importance to their customer base. “The family came from a fresh, high-quality produce background, and we want to offer that to all our communities,” Huynh explains. “Fresh produce is a big draw for our customer base.” This commitment to quality produce is a key differentiator for Hung Vuong Food Market, attracting loyal customers seeking the freshest ingredients.
The Cherry Hill store serves as a prime example of this produce-centric approach. While catering to its core Asian customer base, Hung Vuong also aims to attract local residents eager to explore new culinary horizons. “We want to also reach those in our local community who love to explore and have an open mind about these products,” says Huynh. “We are appealing to more non-Asian customers who are looking for the products we carry. This has been particularly true at the Cherry Hill store.” This strategy is likely mirrored in their Delaware locations, aiming for broad appeal within each community.
In Cherry Hill, the produce section occupies a substantial 25% of the total store space, equating to approximately 15,000 square feet. This significant area contributes 30% of the store’s total sales, demonstrating the central role of produce in Hung Vuong’s business model. “Produce is an essential component of all our stores, and the Cherry Hill store really emphasizes that,” Huynh notes. Customers visiting Hung Vuong Food Market in Delaware can expect a similarly impressive and diverse produce section.
Offering an average of 350 produce items, Hung Vuong’s selection fluctuates with seasonality, ensuring the freshest possible offerings. “We carry and display a lot of items because that is our forte. We especially want to always have the tropical and exotics that our customers are looking for,” Huynh states. For those in Delaware seeking unique Asian fruits and vegetables, Hung Vuong is a go-to destination.
Sourcing for Quality and Variety
For Hung Vuong, sourcing produce is driven by a clear hierarchy of priorities: quality first, followed by price, and then variety. “Pricing comes in second and variety follows,” Huynh explains regarding their sourcing criteria. “Those are the three crucial factors for us, both for buying and for what we offer customers.” This dedication to quality ensures that customers in Delaware and other locations receive the best produce available.
The majority of Hung Vuong’s produce is sourced through wholesale distributors, providing a consistent supply chain. Additionally, they strategically purchase about 5% from the Philadelphia Wholesale Produce Market, adjusting this percentage based on market conditions and specific needs. Direct sourcing from the port of New York further enhances their ability to offer unique and fresh items, including imported Asian specialties.
Daily deliveries are a cornerstone of Hung Vuong’s commitment to quality. “Produce is very important to Berry and the family, and quality is the No. 1 priority,” Huynh emphasizes. Berry Liu himself takes a hands-on approach as the produce director, leveraging his expertise to guide produce managers in each store, including those in Delaware. This direct oversight ensures consistent quality and adherence to Hung Vuong’s high standards across all locations.
A Gigantic Sales Opportunity and Customer Experience
Stepping into a Hung Vuong Supermarket, like the Cherry Hill location – and likely their Delaware stores – customers are immediately struck by the expansive and vibrant produce department. Produce is displayed in easily accessible and adaptable metal and wood bins. “These bins are very easy to disassemble, move and navigate, based on our needs,” Huynh points out, highlighting the practical design of their produce displays.
The open and festive atmosphere, often enhanced with banners and decorations, creates an inviting shopping environment. The meticulous displays and readily available staff for restocking and assistance further enhance the customer experience. Special deals and bulk purchase options, often presented on pallets for a “fresh-off-the-truck” feel, add to the value proposition for shoppers.
The Cherry Hill store’s expansive produce area features seven to eight large sections of movable bins, alongside a 75-foot refrigerated case for specialty and value-added produce. While 80% of the displays remain consistent throughout the year, the remaining 20% is strategically adjusted to highlight seasonal items, special buys, and customer favorites like jackfruit and dragon fruit. This dynamic approach keeps the produce section fresh and engaging for regular shoppers.
For residents of Delaware and the surrounding regions seeking an authentic Asian food market experience with an unparalleled produce selection, Hung Vuong Food Market offers a compelling destination. With its commitment to quality, variety, and customer satisfaction, Hung Vuong is poised to continue its growth and solidify its position as a leading Asian supermarket in the area.
Hung Vuong Supermarket
Locations including Delaware
https://hungvuongmarkets.com
Hours: Monday through Sunday, 8 a.m.-8 p.m. (Hours may vary by location, check website for specific Delaware store hours)
