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September 19, 2023

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At Hmong Legacy Market, located on Madison’s South Side, you’ll discover a treasure trove of homemade Asian cuisine. From steaming bowls of beef pho to whole roasted tilapia seasoned with herbs and chili, and delightful sesame rice balls filled with mung beans and coconut, this independent Asian grocery store offers a culinary journey.

Ze Yang, one of the owners, can often be found expertly preparing dishes like squash curry. To her, food is more than sustenance; it’s a connector, a storyteller, and a unifying force that brings people together.

As a young child in the 1980s, Ze Yang lived in a refugee camp in Thailand with her family, having fled Laos during the aftermath of the Vietnam War. In 1991, Ze Yang’s family received the opportunity to immigrate to the United States, sponsored by a distant uncle who had settled in California. Their early days in the U.S. were marked by challenges—language barriers, cultural shock, and financial difficulties. However, their farming skills from Laos allowed them to grow crops like green beans, tomatoes, and peppers, which they sold to support their family.

After six years in California, Ze Yang’s family decided to move to Wisconsin, drawn by the promise of better public schools and economic opportunities. Ze Yang’s parents worked tirelessly, holding multiple jobs to make ends meet. This experience inspired Ze Yang to become a teacher, focusing on helping immigrant children adapt to the American education system.

Ze Yang’s family thrived. They bought a house, built a family, the kids went to school, but they also wanted to pursue their entrepreneurial dream. They longed to create a space where people from diverse backgrounds could gather, savor homemade dishes, and access pantry staples from across Asia. This is why they opened Hmong Legacy Market, offering an extensive array of products, from giant spring roll skins to bamboo shoot chili oil, and from mango mochi to traditional Hmong celebratory clothing.

More than just a grocery store, Hmong Legacy Market is committed to the well-being of the community. In 2021, it partnered with Public Health Madison and Dane County to serve as a mobile COVID vaccination clinic. Looking ahead, Ze Yang envisions the store’s legacy continuing to thrive, driven by the spirit of family and the desire to improve and grow.

Featured Image Source: Madison

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She described how difficult it was initially because her husband insisted that she should only take care of their children and would not allow her to work or start a business. She had to stand up for herself and realize that even as a stay-at-home mom, she is capable of more than she currently does.

As Chell expressed on her journey, she was aware of the many hardships she had experienced. Nonetheless, she pushed on, thinking of her loved ones and not giving up, and would forever be grateful for the pain and adversity she had endured.

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Vohra had “a couple of long conversations” to convince his parents for him to drop out of Stanford for his startup. But pulling them on board wasn’t hard, he added, his parents witnessed how rapidly they grew the business in front of them.

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As a Filipina single mom who built a business in Canada, Lorephil Toledo had to overcome a lot of challenges before achieving success. She is now the CEO of her own company and an inspiring Filipino dreamer for female entrepreneurs around the world. 

At a young age, Lorephil was already used to running her own business. She used to sell clothes, shoes, and underwear at school to pay for her own food. She has never been shy, and she even uses her skills to provide tutoring services in order to increase her income. 

In 2011, Lorephil sought work in Canada. Her oldest was 2 and her youngest was 11 months. She was unhappy because she had to spend so much time away from her children in order to earn. 

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She advises to work hard, “If you want to succeed, you have to work hard for it.” She felt dreams can’t come true without labor. She worked seven days a week for her company. She got four hours of sleep, skipped holidays for five years, and reinvested her money.

Lorephil is a firm believer in the saying “ “Don’t Quit.” She is confident that every difficulty can be overcome and that there is always a way out.

She upholds that in order to properly serve your customers, you must first properly serve your team. This is her reason for treating her employees well and providing free services to her regular customers. She added,  “If you give something to the universe, it will come back double times.”