Immigration slows, but America’s appetite for ethnic groceries keeps growing
South China Morning Post
by Xinmei ShenFebruary 25, 2026
AI-Generated Deep Dive Summary
The demand for ethnic groceries in the United States is surging despite a decline in immigration rates, with companies like Weee, an online grocer specializing in Asian and Latino goods, capitalizing on this growing appetite. The San Francisco-based company predicts sustained double-digit growth over the next decade, even as the Trump administration tightens border controls. This trend reflects not only the preferences of immigrants but also a broader cultural shift among American consumers seeking diverse flavors and convenience.
The rise in ethnic grocery sales can be attributed to several factors, including urbanization, which fosters cultural exchange, and the increasing curiosity of younger Americans about global cuisines. Additionally, limited immigration has led to a scarcity of authentic products, prompting businesses like Weee to expand their offerings beyond traditional Asian and Latino items to meet evolving consumer demands.
Weee’s founder, Larry, attributes the company's success to its ability to cater to both immigrants and curious locals by offering a wide range of culturally specific foods. The company’s revenue has grown steadily from 2023 to 2025, with annual growth rates between 30% to 40%, and it plans to maintain this momentum through strategic expansion and innovation in grocery delivery.
This phenomenon highlights the intersection of cultural diversity and business opportunity in America. As immigration rates slow, the demand for ethnic groceries continues to grow, reflecting a broader societal shift toward inclusivity and acceptance. This trend not only benefits businesses like Weee but also underscores the evolving culinary landscape of the United States, where
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Originally published on South China Morning Post on 2/25/2026