99 Ranch Market is launching Raised by 99 Ranch, a social media-driven campaign that celebrates the brand as a living archive of memory, identity and belonging.
The campaign, launched in celebration of Asian American and Pacific Islander Heritage Month, is built on a simple premise: for many families, 99 Ranch isn’t just where you shopped. It’s where you grew up.
Raised by 99 Ranch will roll out across Instagram, TikTok and YouTube, featuring short videos that feel real, personal and familiar.
The first installment features 99 Ranch Market CEO Alice Chen, whose father, Roger Chen, founded the company in 1984. In celebration of AAPI Heritage Month, the campaign also invites people to share their own memories.
Multi-generational connection
For more than 40 years, 99 Ranch has been a constant presence for multi-generational families: grandparents, parents and kids, many of whom are adults and parents themselves, and still shopping those same aisles.
Rooted in nostalgia and told through the voices of first- and second-generation Asian Americans, Raised by 99 Ranch explores the emotional resonance of these shared experiences. Topics include discovering a store that carried ingredients from back home, the frustration and joy of faithfully recreating authentic dishes and building new traditions rooted in old ones.
Chen said the campaign underscores the brand’s role in connecting communities across generations.
“As we continue to grow, our focus remains on staying deeply connected to the communities we serve. In celebration of AAPI Heritage Month, ‘Raised by 99 Ranch’ reflects our role in honoring and advancing Asian American and Pacific Islander culture, bringing authentic flavors, traditions, and stories into everyday life while fostering meaningful connections across generations. It underscores our long-term commitment to both heritage and innovation,” Chen said.
About the company
Founded in 1984 by Roger Chen, an immigrant from Taiwan, Tawa Supermarket Inc. is the parent company of 99 Ranch Market and the leading national Asian grocery store chain.
With 66 stores across 11 states, the company has helped shape the popularity and accessibility of Asian cuisine in the U.S. 99 Ranch Market continues to serve new generations of shoppers with authenticity, innovation and heart.
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