Stories

December 13, 2023

SHARE:

Gong Grocer by Thai Kee is a family-owned and operated Asian grocery business with a legacy spanning over 30 years. In this article, Brian Nguyen, one of the co-founders and a Director of Gong Grocer, shares insights with Asian Hustle Network.

Brian’s family is well-known in the Sydney community for their Thai Kee roots. Their journey originated with their grandfather, Thai Trinh, the esteemed namesake of the family’s original supermarket, Thai Kee. Gong Grocer represents the family’s evolutionary step, a mission to revitalize and modernize the Asian grocery shopping experience.

Brian acknowledges the shifting expectations of customers in physical in-store retail settings, and it’s their goal to meet these expectations in their new stores. As the Co-Founder and Director, Brian brings a unique blend of family tradition, personal journey, and a commitment to delivering an exceptional Asian grocery shopping experience.

A FAMILY OF IMMIGRANTS

Brian’s parents, uncles, and aunties were immigrants who fled Vietnam during wartime. Striving for a new life, they left behind everything in pursuit of opportunities in Australia.

Australia’s policy of multiculturalism provided a unique chance for Brian’s family and immigrants alike. The open embrace of diversity allowed families like theirs to openly celebrate their culture, thrive, and share their rich heritage with the broader community.

The origin of the name Thai Kee comes from their grandfather Thai Trinh, who they lovingly referred to as their “Ah Gong” (阿公), meaning grandfather in their dialect. He was the patriarch, and the original entrepreneur of the family. He sold Chinese donuts to supermarkets, waking up at 2 am each morning to bake them, then walking and hand delivering these donuts to supermarkets by 9 am each and every day.

THE FIRST THAI KEE SUPERMARKET

Despite limited means, Thai Trinh invested $5,000 in the first Thai Kee Supermarket in Cabramatta, providing a foundation for his children. But aside from money and most importantly, he passed onto his children a profound sense of hard work, dedication, and a deep commitment to one another, in their culture, and their community.

These values, instilled by their Ah Gong, form the cornerstone of their family’s identity. Known as “Thai” from Thai Kee to customers, to the family, he’s always been Ah Gong. 

To honor the spirit of their beloved Ah Gong, Brian and his family launched Gong Grocer by Thai Kee, or 阿公超市, paying homage to the heritage and principles instilled by their grandfather. 

FULL-TIME LAWYER TURNED ENTREPRENEUR

As Brian got older and heard more about his family’s stories, he felt a strong desire to carry on their traditions. He saw it as his mission to come up with new and interesting ways to share their culture with the diverse Chinese, Asian, and Australian communities.

Formerly a full-time lawyer, Brian Nguyen took the leap into entrepreneurship, co-founding Gong Grocer alongside his wife Wendy Lin, who herself manages her own successful business, Lioness Fashion.

Brian draws inspiration from his family’s entrepreneurial legacy, rooted in hard work, service, and dedication. The values instilled by his grandfather, Thai Trinh, continue to guide Brian in his pursuit of business excellence and cultural celebration.

OVERCOMING CHALLENGES

In his career and business journey, Brian Nguyen faced significant challenges, notably in time management. Gong Grocer started as a passion project for him. The transition from law to full-time business, alongside his wife Wendy Lin in Lioness Fashion, posed a wild adjustment.

Shifting from a lawyer to a business owner brought its own set of challenges. Balancing the demands of Lioness Fashion, an internationally recognized brand with immediate growth needs, and Gong Grocer, a venture built from scratch, proved to be extremely difficult. The latter involved design, planning, construction, and eventual launch and operations.

To overcome these challenges and achieve success, Brian drew inspiration from his family’s values. He doubled down on hard work and commitment, using them as guiding principles. Recognizing the need for a strong team, he leaned on his family and those around him to build a purpose-driven team that shared his vision. Together, they navigated the complexities, turning Gong Grocer into a thriving reality.

CELEBRATING GONG GROCER’S FLAGSHIP STORE

One of Brian Nguyen’s proudest achievements in this journey is the flagship supermarket store.

“Seeing the tangible transformation coming to life and physical form, from cutting out a giant hole in a concrete floor to creating a whole new level in a shopping centre, and doing this with my family no less, was incredibly rewarding,” Brian shared.

The grand opening events further highlighted the significance of the brand and its story. Brian was genuinely pleased by the support received from the community and the broader public. This positive response reflects the hard work of Brian and his family as entrepreneurs, their active role in the community, and the strong connections they have forged within the industry.

CONNECT WITH GONG GROCER / BRIAN 

Website: www.gonggrocer.com.au

Instagram: @gonggrocer

LinkedIn: www.linkedin.com/in/brian-nguyen-09a067125/

Related Articles

Image Source: Richie Fernandez Facebook

News

Filipino Family Grows COVID Financial Aid From Government Through Fishball Sauce Business

Filipino Richie Fernandez, a new entrepreneur, was able to launch a business venture that now generates a five-digit income with the help of $100 in financial aid from the government.

During the height of the pandemic lockdowns, Richie and his family chose to grow the help by opening Manong’s Fishball Sauce, “We thought of how to grow and prolong the money,” Richie said.

With his family’s fondness of eating street food fish balls but at the same time considering the limitations posed by the pandemic at that time, the family decided to sell bottled fishball sauce so people could just enjoy it at home with their own-cooked fish balls.

The modest family business prospered through hard work and perseverance. Not only do they sell their product in the Philippines but they now also export to Japan, Australia, Austria, and the US.

Image Source: The Sacramento Bee

News

Asian American Community Is Prospering In Folsom Sacramento County

The number of Asian American immigrants in Folsom multiplied five-fold from 2000 until last year as found out by the US Census Bureau.

Among them are Chalamcherla of India, Steven Wang of China, and Marcus Yasatuke of Japan.

51-year-old Chalamcherla long decided to come to Folsom after falling in love with the city while attending the birthday celebration of a friend’s son, but it wasn’t until 2006 that he actually did so after spending two years in Singapore and the Bay Area.

Nearly ten years after arriving in the country, Steven Wang, who is currently Folsom’s city attorney, became a citizen.

Back then, it was hard for tourists to enter the US but Wang, together with her brother and mother, swiftly passed the immigration after saying that they would be visiting Disneyland, the only place he knew. 

Wang, who is now a lieutenant colonel, has been a member of the US Army Reserve since 2004. During that time, many of his fellow soldiers were losing their lives while serving, and Wang felt in danger.

Because of this, he worked in Folsom city before finishing the necessary time to serve in his Afghanistan deployment, and he told The Sacramento Bee, “I don’t know if every company is like this, but Folsom has been quite supportive of the military.”

Additionally, in 2003, Marcus Yasutake, 45, moved to Folsom with his wife after receiving job offers from Placerville and Roseville. They were able to reside there and raise a family of three children.

Communications director Christine Brainerd of the city of Folsom said that Asian Americans are likely attracted to the area on the same note as why many citizens choose to call Folsom home.

The head of the Sacramento Asian Pacific Chamber of Commerce’s economic development team believes that the tech-based companies in Folsom may be one factor for the recent increase in Asian residents.

Marcus cited the excellent school system in Folsom as one of the reasons why he came there, whilst Chalamcherla claimed that technology plays a significant role in the city’s increasing Asian population.

Racial discrimination is far from nonexistent in Folsom. That’s why Chalamcherla urges other Asians to immerse them in Asian culture.

Image Source: The Denver Post

News

Denver’s Vietnamese Refugees Share New Life While Keeping Family’s Heritage

Because of the chaos that was happening in their homeland in the 1970s, thousands of Vietnamese fled and some, later on, found a home in Colorado.

The melancholic memory is still fresh for Nga Vương-Sandoval, who, at the age of three, had to temporarily stay in refugee camps in the Philippines, Guam, and Arkansas.

She was with the about 2 million people who were unhoused and still have from within the shock of their suffering. 

It had been very challenging for them as they had to leave behind the good life they have in Vietnam and even depart from their relatives in order for them to leave safely.

Starting their life all over again, Denver has become a home to the 24,000-man Vietnamese Americans.

After being able to establish their community and found a home in the place, Nga said “I’m proud to say that it’s the city that I love, it’s the state that I love.”

Meanwhile, Vo, a 21-year-old grandchild of a Vietnamese who grew up in Aurora after his grannies and parents left Vietnam in the 1990s to seek a better life, had the experience of living in “a very diverse place.”

Knowing very little about his family’s past in Vietnam, he conducted a research project to unleash an “inherently American story,” according to him. 

Enabling people to have a glimpse of the refugees from a different perspective, Vo made use of his relatives as objects of his photography.

“Even though we moved here, they still lived a very Vietnamese life,” Vo said in Denver Post, 

It was also in his research that he found out how the majority of his family members were able to escape Vietnam while being robbed of cash and gold on their way.

He also mentioned how his family kept their culture by still practicing them in Denver which contributed to what America is, a place with diverse cultures. 

Despite having to start from scratch, they were able to begin life anew and even owned an Asian supermarket, Asian cinema, and Truong An Gifts.

His family also started the Far East Center shopping mall in 1987, home to him and his cousins and even to the Asian community.

Image Source: Silicon India

News

South Asians Found Second Home in Devon Avenue’s “Little India”

At Devon Avenue in Chicago, immigrants from India discovered a taste and comfort of their home country.

The area, commonly referred to as “Little India,” has served as a shelter for Indians who miss their culture.

Finding a home in it, Indians such as National Indo-American Museum board member Beverly Kumar, go there every now and then, especially when she craves Kalakand, a traditional Indian fudge.

According to Kumar, “It’s very comforting knowing that just 14 miles away from my house, there is an essence of Little India.” She also mentioned how reminiscing it is to see familiar sights, sounds, scents, and flavors when visiting Devon Avenue since it makes her feel as though she has never left home.

The area not only became a haven for Indians, but also for other South Asians who opened grocery stores, sari and jewelry stores, as well as many other enterprises in addition to food stores.

In the middle of 1960s, the place it became the second and fourth-largest enclave for Indian and Pakistani Americans, respectively.

The Federal Immigration and Naturalization Act of 1965 ushered in the first wave of South Asian immigration, which established settlements for South Asian professionals in Chicago, while the second phase arrived in the 1980s and 1990s.

Psychotherapist Ranjana Bhargava was one of the first immigrants who yearned for vegan food and searched for spices to sate her craving for Indian cuisines, which she found at Mexican places.

Between the first and second waves, businesses such as The Sari Palace sari store and Indian grocery stores began to thrive there.

Since then, a new community has been created where Indians continue to practice their culture through activities like viewing Indian movies, getting together, playing instruments, performing traditional dances, and eating.

The once Jewish-dominated place became a mainly Indian community which captivated more visitors where one can meet not only Indians but people of different races.