Korean superstore Jagalchi brings excitement to SF Bay Area

By Aneela Mirchandani, AsAmNews Intern

The Serramonte Center in Daly City outside San Francisco buzzed with activity this morning as customers waited expectantly in a line that wound around an old JC Penney storefront that has been vacant since 2019. 

“We’ve been here since 7:30 in the morning,” a young woman smiled. 

One might be forgiven for wondering if they were waiting for a celebrity or a new iPhone release. But in fact, they were waiting to enter a brand-new supermarket—a grocery store with a difference. 

Jagalchi, a Korean supermarket that is the first of its kind in the United States, opened its doors in a 75,000 square-foot retail space. Present to welcome the new business were the bigwigs of local government, including the mayor of Daly City, chiefs of Fire and Police, and Fiona Ma, the state treasurer.

Mayor Rod Daus-Magbual issued a proclamation as he presented a certificate to the CEO of Mega Mart, the Korean chain that brings Jagalchi to the Bay Area. “I proclaim this Jagalchi Day,” the mayor said, adding, “this is going to be an anchoring franchise.”

“This is the most beautiful day of my life,” said the CEO, bowing.

Mega Mart already has grocery stores elsewhere in the Bay Area in Sunnyvale and Fremont and plans to open a location in Dublin. 

The ribbon-cutting ceremony was emceed by Felicia Leong, the CEO of the Daly City-Colma Chamber of Commerce. 

“Welcome to California,” Leong said, addressing the Mega Mart executives who had flown in from Korea, “where we speak 200 different languages.” 

Many of those 200 languages were heard among the customers milling around the aisles. 

Unsurprisingly, local commercial interests are thrilled by the new megastore. Leong pointed out that after the downturn brought about by Covid, the new supermarket signals a revival. “This establishment brings authentic Korean flavor and culture,” Leong said, “and also, hey everybody, I’m in commerce—200 new jobs. That’s really something to shout out about.”

Calling Jagalchi a supermarket is underselling it. The space also houses Pogu, a restaurant run by the legendary Tony Yoo, Korea’s first Michelin-starred chef, and chef-owner of Seoul’s Dooreyoo restaurant. Showing the excitement brought about by the opening of the restaurant, it had already received a review on OpenTable within the first hour of opening. 

Jagalchi’s inhouse bakery, Basquia, specializes in freshly-baked gluten-free breads made of rice. The first batch of customers to enter this morning streamed into the bakery and the pastries were flying off the gleaming white shelves like the proverbial hotcakes. 

Some of the customers waiting in line were most excited about the beauty store. They had heard that a sunscreen that has become a viral phenomenon on TikTok would be available. 

For others, it was more mundane than that. “A bigger parking lot for a big grocery store? Yes!” one woman said, indicating the many empty spaces in the lot that also serves Target and Old Navy. 

For a woman who had driven down from Pacifica, the draw was the Korean food. “I love watching Korean dramas,” she said, “and every time I watch them I want the food.”

Waving checkout clerks lined up to welcome the customers as they streamed in when the doors opened at 9 am. Customers flocked to the seafood aisles, with whole fish placed on piles of ice behind the glass and perused out the “From Korea” shelves that lined the back wall. Also available were street food, prepared foods like kimchi, and an array of Korean teas. 

As the long line of customers were batched in, a DJ with rocker sunglasses played vintage dance favorites right outside the main doors, causing some to break into dance as they entered. Some took selfies along the spacious aisles. 

The ribbon-cutting ceremony at 10 am was greeted by uncharacteristically sunny weather. “You’ve brought the sunshine to Daly City,” one of the customers was heard saying. 

“This will be a great addition to the community,” said Joanne del Rosario, member of the council of the City of Colma. 

As the assembled officials jointly cut the ribbon at the end of a countdown, customers were streaming in and out of the store behind them with shopping carts. More customers were still in line waiting to be let in. 

“I’ve waited for Jagalchi to open for months since they made the announcement,” a customer still in line said. “I’m just glad it’s here.”