story of baanmae market.
Early 2024, I (Zonya, the owner) finally started bringing a 10+ year dream to life. That dream? To open an Asian market. Not just any market, but one focused 100% on the customer. A place to share Asian culture, ingredients, recipes, and the curiosity that connects us all.
As an immigrant from Thailand, I know firsthand how special an Asian market can be.
Growing up, it was where my mom felt safe, and where my family found the flavors that kept us connected to loved ones across the world. It was so special, in fact, that my mother opened her own Asian market in our predominantly White town of Fort Collins, Colorado. She didn’t bat an eye when people asked, “Do people around here even want this?” or “There are Asians here?” or even, “Oh, so you sell… Chinese stuff?”
She was simply excited: excited to offer the small Asian community access to ingredients for family recipes, excited to help non-Asians discover new flavors, and thrilled to show curious cooks how to use every item on the shelves.
Every Sunday, she’d host free cooking classes. They started small but quickly became the thing to do in town. My semi-retired dad ran the register when we kids were in school, and my mom? She was there six days a week, open to close. She answered every question, took special orders, parsed through recipes, and made everyone feel welcome.
This is mom
this is Zonya (baanmae’s owner)
If you’ve been to many Asian markets, you know that level of care isn’t common—not in most grocery stores, period. But that’s what my mom created: a community, not just a store.
In September 2024, I took that blueprint and brought it to my own predominantly White town of Sturbridge, Massachusetts. I opened BaanMae Market—it means “Mom’s House” in Thai—with a mission inspired by hers: to build a space where everyone feels they belong, where no question is stupid, and where community and conversation come first.
We carry iconic brands you know and love—think Huy Fong, LaoGanMa, Maesri—while also uplifting new flavors and brands led by Asians and Asian Americans, such as Diaspora Co., Woon Kitchen, and Fila Manila.
What makes us unique? We stock products from across the entire continent of Asia—from Tokyo to Tehran and everywhere in between. Our stores have a smaller footprint, so we are experts on substitutes and always nimble with special orders.
You know else makes us unique? The TextChef hotline. A number that is readily avaiLable to any customer to text and ask asian cooking questions. And a real human being is on the other line… not just any human. Chef Lisa. She’s my eldest sister! Chef Lisa was the runner-up on MasterChef Thailand and MasterChef All-Star. She has owned and held the title of head chef in several restaurants across the world. A pro at all things Asian cuisine.
Thats just anotHEr example of what we are doing differently at Baanmae.
Now Here’s the big plan:
I want to continue to open small, curated Asian markets in towns juusst far enough from large Asian markets and juussst large enough to bring in the traffic. A place where every customer gets the help they need—recipes, free cooking classes, and even the occasional sample.
Future plans include prepared foods, private label products, and reimagining what an Asian “restaurant” can be. The market timing couldn't be better – consumer behavior shows a growing demand for authentic, educational shopping experiences, and we're positioned perfectly at this intersection.
At baanmae, We’re building more than just a store; we’re creating a niche community with shared values, where good food, good company, and a little whimsy thrive.
come visit us and experience a carefully curated selection of Southeast, South, east and west Asian products. Whether you’re a seasoned chef or just starting to get comfortable in the kitchen, you’ll find a warm welcome and a wealth of knowledge waiting for you at BaanMae.