H-Mart is an Asian grocer that got its start in Queens in 1982. H-Mart has since expanded nationwide and offers hundreds of thousands of Asian goods, as well as serving as community hubs for Asian populations in the cities it expands to.
I approached H-Mart when I heard of their plans to build in Austin, Texas- my hometown and large city with a severely underserved Asian community. While there was an existing excitement within a few communities, the challenge presented itself when I had to create content for the everyday families and casual locals who have never explored Asian cuisine or culture.
I learned a ton with my time at H-Mart, primarily how to market a somewhat "niche" product to a community that doesn't know what they're missing out on.