How second-generation owners of 99 Ranch are turning the Asian supermarket into a national powerhouse

For many Asian Americans across California, 99 Ranch is much more than just a grocery store. No one is 100%.” Live fish tanks are a feature of 99 Ranch markets and a signal of freshness for many families who immigrated from countries where wet markets are a staple. Shoppers’ demands have changed over the years, but certain elements at 99 Ranch stores — like the live fish tanks — have stayed the same. “Chen had a broader real estate vision to develop Asian shopping centers anchored by a supermarket, as opposed to merely operating a supermarket and perhaps adding additional locations,” Chan says. “That store was able to create a Chinese community.” As second-generation owners, Jonson and Alice Chen keep up with the evolution of Asian communities and their shopping habits.