Asian Food Market - Twin Falls

Yip Tse, owner of Asian Food Market in Twin Falls, is an Asian American who has lived in the U.S. for 23 years and is pursuing the "American Dream." His store specializes in Thai, Chinese, Japanese, Filipino, Korean, Vietnamese and Laotian products, including "Hello Kitty" brand gifts, soft carpet blankets, rugs and a full line of packaged and fresh Asian foods.

Tse has been in the food business for more than 15 years and has been working alongside his parents who are successful restaurant owners in Twin Falls.  He worked as a cook, waiter and inventory control manager for their restaurants.

He then formulated a plan, with the assistance of Bryan Matsuoka, director of the Region 4 Small Business Development Center (SBDC), to open a full line Asian market to service the Asian community in south-central Idaho. He received financing for his venture from Magic Valley Bank, allowing him to create two full-time positions. The market opened in April 2002.

His wife, Sokry Heng, has much experience as a grocer and assists in the actual day-to-day operation of the business. Asian Food Market appeals to a diverse market ranging from the Far Eastern to Indo-European, with the goal of introducing new cultures and foods to the Magic Valley.

Asian Food Market now offers food products for six different cultures and has expanded inventory to meet the needs of local restaurants. Tse also recently added an Asian gift shop next door, which offers a variety of Asian products coming from China, Japan and Korea.

The Twin Falls SBDC has provided ongoing business assistance in the form of consulting and preparing financials. Tse hopes to expand Asian Food Market within the next five years into a new building, which will enable him to carry more products. "We attribute our success to the help we've received and, more than anything, to our faithful customers who visit us regularly and invite their friends and family to our store," Tse says.