How it started
The business began with Asia & More in 2019, and in January 2025 the family decided to open H Foods, their second supermarket located right in the city center of Leuven. From the start, Alice and her family were inspired by the international character of Leuven.
“Leuven is a very multicultural city, and we’ve noticed a growing interest in Asian cuisine,” she explains.
Because of this, the idea of creating a welcoming and modern Asian grocery store felt like the natural next step to take. One of Alice’s main motivations was to challenge the common stereotype that Asian shops are disorganized or smelly. “We wanted to break that perception,” she says.
The result is a shop that feels bright, clean, and carefully arranged, inviting both long-time lovers of Asian food and curious newcomers to explore at their own pace.
From online sensation to the shelves in Leuven
While food trends may come and go, at H Foods they are constantly evolving alongside their community. In the early days, the focus was mainly on Japanese and Thai products, which many customers were already familiar with. However, most recently, Korean products have taken center stage, influenced by their growing presence in pop culture and social media, with global phenomena ranging from K-Pop bands to hit TV shows, such as Netflix’s Squid Game, as well as viral TikTok food recipes and trends. Instant noodles, colorful candies, and Korean corndogs are among the most popular items sold in the shops, and keeping a close watch on these fast-changing trends, Alice already envisions what might come next:
“More people are starting to travel to China, and we see Chinese products as part of the next wave in Asian food trends.”
It is easy to see why Alice believes this, as we have seen the Gen-Z social media trend on “becoming Chinese” (or “Chinamaxxing”) spreading widely across the internet culture in recent months, with young people all over the world adopting Chinese habits and traditions.
What reminds Alice of home
Viral social media trends aside, food remains deeply personal to Alice. When asked what reminds her most of home, she does not hesitate for a second: noodles.
“All kinds of noodles.”
Although, she especially mentions biang biang noodles, which are named after the sound the dough makes when it’s stretched and slapped against the counter. To Alice, food is about more than just taste. It’s about memories, rituals, and connections, which is why she also loves sharing traditional dishes like hot pot with customers.
“It’s not just about the food; it’s also a great way to bring people together.”
Looking forward, Alice is planning to host tasting days in her shops, as well as incorporating a recipe and cooking-tips wall.
So, whether you are searching for fresh onigiri (which you might only find here!) or the perfect noodles, H Foods is the place for you to shop locally and explore the world, one ingredient at a time.
