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Aussie Entrepreneur Challenges Supermarket Giants with Gong Grocer

Written By
Shareef E.
11 July, 2025

In the heart of Sydney's World Square, a new player is making waves in the grocery sector. Gong Grocer, an Asian supermarket founded by Brian Nguyen and his family in 2023, achieved a remarkable $10 million in revenue within its first year. This venture aims to offer a culturally rich and customer-centric alternative to Australia's dominant supermarket chains, Coles and Woolworths.

From Legal Briefs to Grocery Aisles

Brian Nguyen, a former government lawyer, transitioned from the legal world to entrepreneurship, driven by a desire to reconnect with his family's retail roots. His mother, Linh, previously co-owned the renowned Thai Kee IGA in Haymarket, instilling in him a deep appreciation for community-focused retail.

"People come here to buy a product, but they want to feel a certain way," Nguyen shared. "They want to feel like they are shopping at a market back in China, or back in Saigon, or back in Indonesia."

Meeting the Demand for Diverse Flavours

Australia's growing multicultural population has fuelled demand for specialty Asian groceries. Gong Grocer caters to this need by offering an extensive range of products from countries like China, Vietnam, Thailand, Indonesia, Malaysia, Japan, and Korea. Unlike mainstream supermarkets, which may offer limited options at premium prices, Gong Grocer provides variety and authenticity.

"When you're cooking, you want to have the best ingredients," Nguyen emphasised. "You want the breadth of choice, and I think that's what drives the growth of Asian specialty goods as a category."

Prioritising Personalised Service

In contrast to the self-service model prevalent in major supermarkets, Gong Grocer emphasizes personalised customer service. Staff members fluent in languages such as Indonesian, Chinese, and Vietnamese are available to assist shoppers, ensuring a welcoming and inclusive shopping experience.

"Especially in this day and age where a Woolies is a self-checkout... it feels more robotic and more dry," Nguyen noted. "I want to be the reverse to that because what we're doing is something authentic for the community."

Navigating the Competitive Landscape

The Australian grocery market is predominantly controlled by Coles and Woolworths, which together account for a significant share of national grocery sales. A recent report by the Australian Competition and Consumer Commission (ACCC) highlighted concerns about limited competition and rising profit margins among these major players.

Despite these challenges, Gong Grocer's success demonstrates the potential for niche markets to thrive by addressing specific community needs and preferences.

Looking Ahead

With a strong foundation and a clear vision, Gong Grocer plans to expand its presence, offering more Australians access to diverse and authentic Asian groceries. Nguyen's journey from law to retail underscores the impact of combining cultural heritage with entrepreneurial spirit.

For consumers seeking to explore a variety of grocery options, including specialty stores like Gong Grocer, ShopAround provides a platform to compare prices and products across different retailers, empowering shoppers to make informed choices. Currently, we surface the prices of Coles and Woolworths, Aldi is coming shortly, and more to come in the not so distant future. If you’re interested in saving money, download the ShopAround App from the App Store & The Google Play Store.

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