There's something very corporate about how they go about this, though. It's not uncommon either. Retail stores are a kind of small scale capitalism, with lots

There's something very corporate about how they go about this, though. It's not uncommon either. Retail stores are a kind of small scale capitalism, with lots of merchandising. It's all about shelf space. The Korean shopowners don't know what to stock, so they leave it up to Goya. That's not that different from having Frito Lay stock your snack rack, or having Bimbo USA control a few meters of baked goods, or having Coca Cola dominate your soda fountain. Why does Grumma dominate tortillas when there are dozens of tortilla factories in my city? It's just a different brand. I see "Fud" brand deli products (it's pronounced "food", and it's kind of a joke), and they do the same thing. The get lots of space to do demos. They're competing with Oscar Mayer and Farmer John. The product is not that different - it's middle-range premium product. Goya appeals to immigrants for the same reason Fud, Kraft, McDonalds, and Farmer John appeal. They're okay. Not awesome. Not crappy. Just a tad above average. Nobody is fooled.