Huge rise in number of Asian supermarkets opening in UK to rival Tesco and Aldi

The UK is seeing an explosion in Asian supermarkets, with brands like Oseyo and Longdan expanding rapidly in a bid to challenge traditional retail giants like Tesco and Aldi. Once niche, these supermarkets are becoming mainstream thanks to shifting demographics, adventurous eaters, and a cultural love affair with Asian food, fashion and tech-forward retail experiences.

This year alone, Oseyo, the Korean supermarket chain, is opening five new stores, including one inside London Liverpool Street Station, which will introduce commuters to Korean treats like tteokbokki rice cakes and viral ice cup drinks. Meanwhile, Longdan, which started as a Vietnamese food retailer, is planning to open the UK’s largest Asian supermarket in a former Tesco Extra in Glasgow, a 110,000 sq ft mega-site with a 200-seat food court and 20 kiosks from across Asia.

Both brands have ambitions that stretch far beyond London.

Oseyo’s director of operations Isaac Kweon says the goal is national expansion, including Birmingham and Sheffield, while Longdan’s marketing lead Oliver Huynh calls their plan “an Asian mall,” combining retail and dining under one roof.

It’s not just size that’s changing, but also who shops there. Once frequented primarily by Asian communities, these supermarkets now attract a broad customer base.

Longdan says 70% of their customers are non-Asian, drawn in by social media, food tourism, and a growing desire to cook global cuisines at home.

In an era where supermarket experiences can feel soulless, Oseyo is turning its stores into playful, photogenic destinations. Think ramen libraries, photo booths, and even Korean-style ice drink stations.

Its Wimbledon store, for example, includes a photo booth designed like a train carriage.

“We want to be more than a supermarket,” says Kweon. “We’re about the experience, the trends, the wow factor.”

Longdan is also innovating with fresh sushi kiosks, bubble tea concessions, and potentially Korean bakery counters. This theatrical flair is a direct challenge to big-box retailers and part of what’s fueling their massive popularity.

While K-pop and Korean dramas have helped fuel the "K-Wave," the expansion isn’t just about hype.

These supermarkets are adapting to Western dietary preferences, including vegan and halal certifications, clean-label sauces, and UK-manufactured own-brand ranges that swap MSG and processed ingredients for mushroom powder and natural ferments.

Longdan and Oseyo now stock pan-Asian and even British products to meet diverse tastes, and they’re investing in AI, clear labelling, and mobile-friendly tech to demystify unfamiliar ingredients.

This boom isn’t just about food. It’s a reflection of a changing UK, where the lines between culture, cuisine, and commerce are blurring. Asian supermarkets are no longer just places to buy soy sauce, they’re community hubs, travel experiences, and Instagram moments rolled into one.