Jeans, Sneakers, and a Tote... "They Know What's Up" [Byeolmisangjeom]

(1) Trader Joe's
"South Korea Has 'Hyundai Department Store-core'; Does the U.S. Have 'Trader Joe's-core'?"
The Secrets of Trader Joe's You Never Knew
Targeting "Highly Educated but Cash-Strapped Consumers"
One Grandma's Comment Changed the Sh

Editor's NoteThe U.S. flag features 50 stars, each representing a state. Texas alone is seven times the size of South Korea. Across the United States, home to the world's largest capital market, stores vary from state to state, shaped by each one's distinct history and culture. How did these businesses grow from small neighborhood shops into major retail chains, and what gives them their competitive edge? [Unusual Stores] explores the secrets behind the growth of quirky stores in the United States, a key export market and expansion destination for Korean companies, and the consumer trends they reflect.

"4 Bags per person! (Limit of four bags per person)"

A long line forms outside the store as shoppers wait to buy a limited-edition tote bag priced at $2.99 (about 4,000 won). A sign tells customers they can buy no more than four bags each, a measure intended to prevent "resellers" from buying them in bulk and selling them at a markup. This is the story of Trader Joe's, a neighborhood supermarket in the United States.

Image comparison of Hyundai Department Store-core in Korea (left) and Trader Joe’s-core in the U.S. (right). ChatGPT

There are no Trader Joe's stores in South Korea, yet the brand is so familiar that people of all ages can easily be seen carrying its tote bags on the subway and in the streets. It offers no discounts, loyalty points or online delivery, yet ranks first in customer satisfaction among U.S. supermarkets. What are the five secrets that turned an ordinary neighborhood supermarket into a symbol of trendiness?

You've heard of "Hyundai Department Store-core"... but what is "Trader Joe's-core"?

Recently in South Korea, "Hyundai Department Store-core" (Hyundai Department Store + core) became a popular fashion style. It describes the look of a wealthy family's daughter who has come to shop at a department store but seems relaxed and unimpressed, as though she already has everything she needs. A similar shopping culture has emerged at Trader Joe's in the United States: "Trader Joe's-core."

A Trader Joe's store in North Wales, Pennsylvania, is selling limited-edition mini tote bags for Halloween. A handwritten sign reads, "Limit four bags per person (household)." Reporter Shin Eunseo.

Think comfortable jeans, sneakers and a mini tote bag slung over one shoulder. Shoppers decorate their bags with keychains and ribbons, try new snacks and share reviews on social media. Some Americans say the look is representative of middle-class consumers who value affordability and personal taste over expensive luxury brands.

In 2024, Yahoo Finance cited a TikTok user who said, "Just carrying this bag gives the impression that you're in the know about trends." In a November 2025 interview with Bloomberg, Oliver Chen, a professor at Columbia Business School, also said consumers are drawn less to the exclusivity of luxury goods than to the authenticity and sense of belonging offered by approachable brands.

The mini tote bags, launched in 2024, quickly sold out in the United States and were resold at a premium in South Korea. Last year, they also appeared on domestic secondhand marketplaces for 20,000 to 30,000 won. The Washington Post (WP) described the craze as the "anti-it bag" trend, in which people express their individuality through everyday items rather than luxury goods.

[1] The supermarket that started out of fear of 7-Eleven

The first Trader Joe's store, located in Pasadena, California. It first opened in 1967. Founder Joe Coulombe is on the right. AP, Photo by Chris Pizzello

Trader Joe's is known not only for its bags but also for its unusual food products. Surprisingly, the competitor that played a decisive role in the store's founding was convenience store chain 7-Eleven. According to Supermarket News, a U.S. retail trade publication, founder Joe Coulombe started a convenience store business called Pronto Market in California in 1958. When 7-Eleven began expanding its market, he set out to find a completely different customer base.

The customers who caught his eye were "people with a high level of education but little money to spend." He took note of growing interest in overseas travel and exotic foods. When the first Trader Joe's opened in Pasadena, California, in 1967, it emphasized imported foods and inexpensive wines, and the store was decorated to resemble a South Pacific resort.

But in 1976, changes to the price-regulation environment brought a crisis. Coulombe recalled that the gross profit margin fell from 22% to 2% in just two weeks. The solution was to reduce the number of products, not increase it. By narrowing its selection and shifting to bulk purchasing, the company began earning more profit than before in about 90 days. It was a counterintuitive move that helped create the Trader Joe's of today, where limited-edition products spark sellout frenzies whenever they hit the shelves.

[2] "Bananas should always be sold individually," thanks to one grandmother's remark

Bananas can be purchased individually for 23 cents each (about 310 won). Delish, Halle Burns

Here's another interesting secret: at Trader Joe's, bananas can be bought individually rather than by the bunch. One grandmother's remark is said to have played a decisive role in the decision. It happened about 25 years ago, when executives visited a store in Arizona. An elderly customer looked at the bananas, then walked past them. At the time, as in most supermarkets, bananas were sold in bunches of several.

When asked why she had hesitated, the customer joked, "I'm not sure I'll live long enough to eat the fourth banana." The executives took her comment seriously. After that, they really did start selling bananas individually. The price also stayed at 19 cents (about 253 won) for more than 20 years, before rising to 23 cents (about 310 won) in 2024. A brief conversation with a customer, rather than extensive market research, changed the way the store sold bananas.

[3] Only new products that pass a rigorous taste test make it onto the shelves

Videos recommending Trader Joe's products. Screenshot from Instagram.

Trader Joe's is famous as a place to discover hidden gems from around the world. But buyers don't put a new find straight onto the shelves. First, it must pass a rigorous taste test. The panel considers not only taste and quality but also the price. According to the company's official podcast, at least 70% of the panel must approve a product for it to advance to the next stage. If the response is poor, the product may be revised and reviewed again.

One popular product launched this way is frozen Korean gimbap. Released in 2023, it went viral on social media and sparked a sellout frenzy. According to KOTRA, all 250 tons of the initial shipment sold out within about 10 days of its launch. In 2025, the chain also introduced Korean-style bibim noodles priced at $4.99 (about 6,600 won). Its strategy of offering distinctive products that are hard to find at other supermarkets at reasonable prices has won over consumers around the world.

[4] Employees are "crew" and store managers are "captains"... Why ring a bell at the supermarket?

A bell installed at a Trader Joe's checkout. One ring signals a request for checkout assistance, two rings for customer service assistance, and three rings to call a manager. Only employees, not customers, may ring the bell. Good Humor by CK Steefel, screenshot from Substack.

The store atmosphere also brings out Trader Joe's distinctive, lively charm. As soon as you walk in, you'll notice employees wearing Hawaiian shirts and price tags decorated with handwritten lettering. Even the employees' titles are unusual: regular employees are called "Crew," assistant managers "Mate," and store managers "Captain." The South Pacific and seafaring theme from the company's founding days lives on.

Instead of making announcements over a PA system, employees ring a bell at the checkout counter. One ring signals a request for checkout assistance, two rings call for help serving customers, and three rings summon a manager. The system was originally adopted because it was cheaper than a PA system, and has since become a tradition. Employees also recommend products and engage with customers directly. In a survey released in January this year by the American Customer Satisfaction Index (ACSI), Trader Joe's scored 86 points, ranking first among major supermarket brands. That's 8 points above the industry average of 78.

[5] No discounts, rewards or online delivery, yet still "No. 1"

A view of a Trader Joe's brick-and-mortar store. iStock

The final secret lies in what Trader Joe's doesn't do. While major U.S. retailers compete with member discounts and online delivery, Trader Joe's has chosen a different path. It offers no discounts, coupons or memberships. That's because it follows the principle of dealing directly with suppliers and buying in bulk to offer reasonable prices from the start.

Products that don't sell well are boldly removed from the shelves. Regular customers wait for new product launches rather than sales, as new products fill the empty spaces. Even more interestingly, despite its growth, Trader Joe's still doesn't sell online. According to the U.S. business publication Inc. on October 30 this year, the chain operated about 670 stores across 42 states and Washington, D.C., but did not offer its own online ordering, in-store pickup or Instacart delivery. Instead, it has focused on giving customers an experience centered on visiting stores in person, discovering unexpected products and interacting with employees.

What began as a small convenience store to avoid competing with 7-Eleven has, thanks to its distinctive business strategy, grown into a supermarket loved not only across the United States but also in South Korea, on the other side of the world. Perhaps Trader Joe's most special product isn't its frozen gimbap or its $2.99 tote bag. It may be the fun of turning an ordinary grocery trip into a special experience. That's likely what has kept regular customers loyal to Trader Joe's, decked out in "Trader Joe's-core."

This content was produced with the assistance of AI translation services.