Shun Fat Supermarket

What Shun Fat Supermarket does

Shun Fat Supermarket (also branded SF Supermarket) is a privately held, founder-owned Asian-American supermarket chain operating 21 large-format retail locations across four U.S. states: California, Nevada, Oregon, and Texas. Founded in 1993 by Chinese-Vietnamese entrepreneur Hieu Tran in Monterey Park, California, the company began as a single store serving the local Chinese community and has expanded organically over thirty-plus years into a regional chain with concentration in Southern California, the Sacramento and Central Valley regions, Las Vegas, Portland, and Dallas/Garland. Headcount is reported at 501-1,000 employees.

The core offering is imported and ethnic-grocer merchandise spanning fresh produce, quality meat, live and frozen seafood, alcoholic and non-alcoholic beverages, and household items, with sourcing reach across China, Taiwan, Japan, Thailand, Vietnam, the Philippines, and Mexico. The assortment is differentiated by its depth of Asian-specific SKUs that mainstream supermarkets do not carry, supported by weekly promotional specials distributed per-store via flyers, social media (Facebook, Instagram), and email newsletter. There is no proprietary technology stack, no mobile app, and no e-commerce or delivery capability; the entire revenue model is built on in-store point-of-sale transactions.

Revenue is generated exclusively through traditional supermarket transaction-based retail sales, with no public pricing tiers, no B2B or enterprise contracts, and no recurring or subscription revenue streams. The customer base is consumer-facing and broadly fragmented across Asian-American sub-demographics plus general consumers seeking international products. Marketing is community-driven and promotion-led, relying on physical store presence, weekly flyers, and light organic social media rather than digital performance channels or loyalty data infrastructure.

Name

Shun Fat Supermarket

Legal name

Shun Fat Supermarket

Website

https://shunfatsupermarket.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Shun Fat Supermarket is a privately held Asian-American grocery chain operating 21 large-format stores across California, Nevada, Oregon, and Texas, selling imported groceries, fresh produce, meat, seafood, and household items to Asian-American communities and general consumers since 1993.

Ownership category

akta.pro rank

Product category

Asian-American grocery retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Ethnic & International Cash-and-Carry (CRAHACAD)

Keywords

• Asian grocery retail
• Fresh produce sales
• Live seafood market
• Imported Asian foods
• Weekly promotional specials

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices20 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Grocery Sales: Traditional supermarket revenue model selling imported Asian grocery items, fresh produce, quality meat, live and frozen seafood, alcoholic and non-alcoholic beverages, and household items. Revenue is generated through point-of-sale transactions at physical store locations with per-item pricing.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Shun Fat Supermarket is a brick-and-mortar Asian-American supermarket chain that sells imported Asian grocery items, fresh produce, quality meat, live and frozen seafood, alcoholic and non-alcoholic beverages, and household goods through 21 physical store locations across California, Nevada, Oregon, and Texas. The assortment is sourced from seven countries (China, Taiwan, Japan, Thailand, Vietnam, the Philippines, and Mexico) and is supported by weekly promotional specials targeting Asian-American and value-oriented grocery shoppers.

Product overview

Shun Fat Supermarket operates as a single unified retail format—the SF Supermarket Asian grocery chain—spanning 18+ locations across California, Nevada, Oregon, and Texas. The offering centers on imported Asian grocery products from China, Taiwan, Japan, Thailand, Vietnam, Philippines, and Mexico, supported by Fresh Produce, Quality Meat & Seafood, and Weekly Specials as core product categories. The company operates both superstore-format locations and standard supermarket locations, all serving the diverse Asian-American communities throughout the western United States.

Differentiator

Problem solved

Functional benefit

Products and services

• SF Supermarket retail store chain Asian-American supermarket chain operating 21 brick-and-mortar retail locations across California, Nevada, Oregon, and Texas, selling imported Asian groceries, fresh produce, quality meat, live and frozen seafood, beverages, and household items to individual consumers in Asian-American communities.
• Fresh Produce assortment In-store fresh-produce assortment of Asian specialty vegetables and seasonal fruits and vegetables sourced globally, sold to individual grocery shoppers seeking authentic Asian produce.
• Quality Meat & Live and Frozen Seafood assortment In-store assortment of high-quality meat and live and frozen seafood sold to individual consumers, reflecting the founder's seafood-wholesale background.
• Weekly Specials promotions Recurring weekly promotional sales offering discounted items across fresh fruit and vegetables, quality meat, live and frozen seafood, alcoholic and non-alcoholic beverages, and household items at individual store locations.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• 99 Ranch Market: Operates the largest chain of Asian-American supermarkets in the US, with 50+ stores across multiple states. Directly competes with Shun Fat in imported Asian groceries, fresh seafood, and produce, serving similar Chinese, Vietnamese, and pan-Asian customer bases.
• H Mart: Major Korean-American supermarket chain with broad pan-Asian assortment, operating across the US with both physical stores and a growing online platform. Competes directly with Shun Fat in fresh produce, seafood, and imported goods, especially in markets with overlapping Korean and Chinese customer bases.
• Marina Food: Asian supermarket chain based in California with multiple locations focused on imported Chinese, Vietnamese, and pan-Asian groceries. Comparable to Shun Fat in assortment strategy and customer demographic, with overlapping presence in California.
• Zion Market: Korean-anchored supermarket chain with pan-Asian assortments and locations primarily on the West Coast. Competes with Shun Fat for fresh seafood, produce, and imported goods in similar demographic trade areas.
• Galleria Market: Korean-American supermarket with stores across Southern California. Directly comparable in store format, product mix, and customer base to Shun Fat's Southern California locations, with emphasis on fresh meat, seafood, and produce.
• Lion Market: Asian-American supermarket chain operating in Western US markets with comparable imported grocery assortment and fresh produce focus. Direct competitor for foot traffic in communities with significant Asian-American populations.
• Hong Kong Supermarket: Asian supermarket chain with locations concentrated on the US East Coast, particularly in Chinese-American enclaves. Operates the same traditional physical-store supermarket model with imported Asian grocery assortment comparable to Shun Fat's.

Emerging players

• Weee!: Online-only Asian and Hispanic grocery delivery platform that has rapidly scaled with venture funding. Represents an emerging channel competing for the same Asian-American customer wallet but through a fundamentally different digital-first operating model.

Broad incumbents

• Vons / Albertsons: Mainstream US supermarket operator with expanding Asian and international food assortments. Represents the broader competitive set where general consumers may substitute, putting pricing pressure on Shun Fat's commodity grocery categories.
• Wegmans: Large-format US supermarket chain known for differentiated fresh and international assortments. Represents the broader incumbent set competing for quality-conscious shoppers and demonstrating the long-term risk of mainstream grocers closing the assortment gap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ShunFatSupermarket
• Instagraminstagram.com/sfsupermarket/?hl=en
• Xx.com/shunfatofficial
• LinkedInlinkedin.com/company/las-vegas-superstore

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shun Fat Supermarket