Trader Joe’s Unsure if Filipino Customers Identify With Trader Ming’s or Trader José’s

March 9, 2021

“TJ’s is really a melting pot of all worldly cultures!”

Austin, TX — Popular grocery chain Trader Joe’s has used ethnic sub-brands like “Trader José’s” for Hispanic-inspired items, and Chinese “Trader Ming’s” for Asian products that aren’t necessarily Chinese-inspired. This has stirred some confusion when marketing to Filipinos—those Asian/Pacific Islanders with a cultural history of Spanish imperialism similar to Latin Americans—like Ronald Garcia, 29, at the Trader Joe’s in Austin, TX.

“I was in the produce section, wondering why they can’t sell more than two bok choys per bag, when a really enthusiastic Trader Joe’s employee wished me a Happy Chinese New Year,” Garcia told The Lunar Times. “I told her, ‘Thanks’ but I’m not Chinese.”

The enthusiastic employee was Kristen Lehigh, 26, who had recently been commended by her manager for her fervor and passion for the Trader Joe’s brand. Lehigh, a former Texas A&M cheerleader, exhibited an over-the-top friendly and helpful attitude—sometimes to the point of nausea—which has often worked as a sales approach. She prided herself on making perfect suggestions for items a customer would want.

“I’m not Chinese either, but Happy Chinese New Year! I love all the cultural events I witness by just working at my local Trader Joe’s!” Lehigh exclaimed to Garcia, raising her hands up in the air. “Year of the Ox! Can I help you find some Trader Ming’s Gyoza Dipping Sauce for that bok choy?”

“No, I’m good. Thanks,” replied Garcia. He paused for a moment and thought out loud, “Isn’t gyoza Japanese?”

“It’s an equal give and take.” Lehigh had told The Lunar Times. “I can share my expertise on different cultural cuisines, and in turn I get to hear incredible stories from people around the world.”

“Trader Ming’s Gyoza sauce is for everything Asian! See, it says it right here on the bottle,” explained Lehigh, showing off the bottle’s label that indeed read that it’s for everything Asian. “We have plenty of Trader Ming’s products you can use with it! Like two-minute Pad Thai which tastes pretty authentic to me!” she said, chuckling to herself. “What Asian nationality are you?”

“Well, I was born in New Jersey, but I’m Filipino.”

“Ohhh! Filipino! You’re those Asians with the Spanish last names, huh?! That’s so awesome you guys have made it all the way to New Jersey!” Lehigh exclaimed. “My college classmate Josie was Filipino. Josie Buenavista! It means, ‘good view’ in Spanish. What’s your last name?”

“Uh, Garcia.”

“Garcia! Awesome!” cheered Lehigh. “Let me show you where the Trader José taco shells are! We import them from Wyoming.”

Lehigh led the way to the other side of the store, and Garcia begrudgingly followed—until he ducked away into a dry goods aisle to ditch her. It was there that he realized he was neither a Trader Ming’s guy or a Trader José’s guy when he picked up some Trader Giotto’s tomato sauce and pasta, and decided to call it a spaghetti night.