Hashi Market Opens First West Coast Store in Cupertino

Hashi Market has entered the West Coast market with a 20,000-square-foot Japanese grocery store in Cupertino, California, drawing about 1,700 visitors on opening day October 9. The new location at 20558 Stevens Creek Blvd. offers imported Japanese products, fresh seafood, prepared meals, bakery items and lifestyle goods, according to SFGATE.

The opening marks a new stage in the company's expansion beyond New York City, where Hashi Market has established six locations since launching in 2024. The company also plans to open additional stores in Massachusetts, Colorado and Washington, according to the source report.

Customers began lining up at 7:30 a.m. ahead of the store's 10 a.m. opening, with queues continuing after doors opened. Cashiers processed about 300 transactions per hour during much of the morning as shoppers browsed Japanese snacks, premium produce, sushi, bento boxes and cosmetics, SFGATE reported.

Alex Cheng, a San Jose resident who visited with coworkers during an early lunch break, said the limited advance publicity helped generate interest in the new store.

"We were curious to see it," said Alex Cheng.

Cheng also pointed to the timing of the store's social media promotion as a factor behind the public's curiosity before opening day.

"They didn’t do a lot of marketing on social media until just a few days ago. So it added some intrigue," said Alex Cheng.

Ava Liu, head of operations, said the company invested substantial effort in its first California location. Hashi Market selected Cupertino based on its geographic position, local demographics and established interest in Japanese cuisine.

"This is our flagship store in California, so we really put a lot of passion and energy and effort into this location," said Ava Liu, head of operations.

Liu also highlighted Cupertino's central location in California and its connection to the technology industry as factors in the decision.

"It’s a central place for California. Apple is here. Everyone knows it," said Ava Liu, head of operations.

The store features a grab-and-go section selling chicken katsu bento boxes, curry bowls, salmon teriyaki and A5 wagyu rice bowls. Hashi Market also plans to offer 30% discounts on sushi after 8 p.m., following a practice used at its New York locations.

Justin Li, operations director, said the company sees an opportunity to serve growing US demand for Japanese products and imports. He described the business as expanding rapidly in its existing market.

"We are the fastest-growing Japanese market in New York," said Justin Li, operations director.

Li attributed the company's expansion strategy to growing American interest in Japan and an opportunity to meet demand for Japanese goods.

"Entrepreneurs, we like to go fast. Japan has become such a big part of the U.S. So many people are going there and there is simply a gap in the market that we saw that we could contribute to and fulfill," said Justin Li, operations director.

The company is also evaluating former Marina Grocery locations in Milpitas, San Mateo and Union City after acquiring the stores. Hashi Market has introduced Japanese products at those locations while considering whether to convert them into stores under its own name.

Li compared the intended shopping experience with that of a more contemporary grocery retailer.

"When you walk in it feels more like a younger store, like an Erewhon," said Justin Li, operations director.

Li said Cupertino's demographics and existing Japanese food culture align with the customer profile the company seeks.

"Cupertino has a profile that we target," said Justin Li, operations director.

However, the company has not established a schedule or made a definitive decision on converting the former Marina Grocery locations.

"There is no timeline or definitive plans on whether those will become Hashis officially," said Justin Li, operations director.

Hashi Market is targeting another expansion phase following its California debut, with plans to add more locations by early 2027.

"We’re expecting to roll out 10 more stores by early 2027," said Justin Li, operations director.

SFGATE reported that Liu was surprised by the Cupertino opening-day turnout, which exceeded the company's expectations compared with crowds at its New York locations.