Asian Supermarket
Foodie
Foodie is New Zealand’s first full-scale Asian supermarket, a modern, one-stop destination uniting products from across China, Japan, Korea, the Philippines and beyond. Created to serve Auckland’s fast-growing Asian community while welcoming curious Kiwis, Foodie bridges cultural and culinary worlds through convenience, authenticity and design excellence.
Positioned between the boutique feel of Farro and the scale of New World, Foodie delivers a sleek, inclusive shopping experience that celebrates Asian culture in a modern, locally relevant way.
Onfire defined the brand strategy and created a contemporary identity capable of challenging the supermarket duopoly. Anchored in the purpose “to provide a modern, one-stop Asian food shopping experience,” Foodie’s brand fuses authenticity, discovery, approachability and local pride.
