Once driven by the longing of first and second generation Asian immigrants for their homeland foods, today, ethnic prepared foods appeal to just about every other American.
At first, small businesses tied to community immigrant populations began producing traditional dishes. Along the way, they discovered that selling through ethnic food shops was far easier and more profitable than jockeying with the supermarket giants. With the advent of ethnic superstores (the Pacific Northwest's Uwajimaya, 99 Ranch Markets in California, and the East Coast's Han Ah Reum Asian Marts), today's mainstream supermarkets finally carry a diverse assortment beyond the ubiquitous prepared sushi.