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, timed with Asian American and Pacific Islander Heritage Month in May, is built on the premise that for many families, 99 Ranch isn’t just where they shopped; it’s where they grew up.
“Raised by 99 Ranch” will roll out across Instagram, TikTok and YouTube, featuring short videos that feel personal and familiar.
The first installment includes 99 Ranch Market CEO Alice Chen, whose father, Roger, founded the company in 1984. The campaign also invites people to share their own memories.
Multi-generational connection
For more than 40 years, California-based 99 Ranch has been a constant presence for multi-generational families.
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 recreating authentic dishes and building new traditions amid old ones.
“As we continue to grow, our focus remains on staying deeply connected to the communities we serve,” Chen said.
“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.”
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 in 11 states, the company has helped shape the popularity and accessibility of Asian cuisine in the U.S.
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