Introduction
The Golden Market of Elgin
Directed, Edited, & Crafted by Dylan Belcher
Featuring Connie the Green Contour
Featuring Connie the Green Contour
Highlight Reel
Shrimp Paste
This bottle of shrimp paste is produced by the Dragonfly Brand and is a product of Thailand. This product is a medium/light pink color and consists of ground up shrimp that gets fermented by the sun. This is a common ingredient added to a variety of dishes in Southeast Asian cuisine. When mixed with several other ingredients, the taste is bold yet tolerable. On its own, however, the taste can be overbearing and too much even for the locals!
Rice Seasoning
Ebi Fumi Furikake is a rice seasoning that can be sprinkled on top of your rice dish. It is a good contrast of sweet and salty with ingredients such as sesame seeds, seaweed, egg yolk, and sugar. The part of the name "Ebi" means "shrimp" and that is the central flavor of this selection specifically. Other flavors in circulation are salmon and original (mainly a sweet seaweed taste). Though it is not a Southeast Asian product, given my Japanese heritage, I felt compelled to share with you an item that can be found at this market that is a true staple in any Japanese pantry.
Hot Chicken Ramen
This is an excellent example of the difference in marketing and packaging techniques employed on the Asian market as compared to our American domestic market. In comparison to Kraft Mac N' Cheese, where the packaging is simple yet colorful and to the point, this packaging is vibrant, cartoonish and offers a fun twist to marketing. These color schemes, bold print, and fun animations are a staple to all Asian and Southeast Asian food packaging.
Floral Tea Pot
Tea pots and tea cups were in no shortage at The Golden Market of Elgin (no surprise here!). Tea plays an integral role in almost all of the Asian (especially SEAsian cultures). For example, once the coffee trade in Sri Lanka died off, tea quickly took its place as one of the largest and most successful exports. Today, Sri Lanka is still one of the highest producers for tea and tea products.
Piggy Bank
While examining artifacts at the Pick Museum, we looked over a Cambodian piggy bank that had an extremely similar composition both in the way it was crafted and the facial features of the pig. I felt compelled to share this piggy bank I found at the market as the connection between Cambodia and China can be well represented by the similarities in craftsmanship.
What is The Golden Market?
Background
The Golden Market of Elgin is an International grocer that is going on almost 2 years of age (doors opened August 18th, 2017). It is the supplier of a variety of food, beverages, and supplies spanning across many different Asian cultures (including several SEAsian cultures). Based on my observations, the main demographic of shoppers that uses this market are immigrants (non-USA born residents) and local Asian/Southeast Asian populations. Occasionally, you may see people of other cultures who are enjoying the food items these cultures have to offer. It was also largely my observation that middle aged or older women tended to shop here in the earlier hours of the day when I attended.
Welcome to The Golden Market of Elgin
Noodles for DAYZ...
Meat on Meat on Meat
Humans of The Golden Market
Entrance
This board sits at the front entrance to the market and it really seems to play an integral role in connecting the community of people who shop here. As you can see in the photo, the board is filled with job openings at various locations, advertisements for local services, and it even serves as a place for community policing against shop lifters of the market.
HELP WANTED
An interesting aspect of the community board is the abundance of job postings for nail salons for locations all across the area. I believe this speaks volumes to the type of individuals that shop at this market. Traditionally, Asian and Southeast Asian immigrant women are employed or targeted employees at nail salons and for salon owners to be advertising so heavily at this Asian grocery store proves that it serves the Asian and Southeast Asian immigrant community.
Shopper Interview
One woman in her late 20s that I spoke to could be quoted saying, "I shop here mostly because the recipes my grandmother taught me growing up require a lot of products you cannot find at a normal store. This is the place my family uses because they feel it is just like shopping back home."
Frog Legs
While cruising the aisles I was confronted by a Malaysian man who mistook me for a worker at the market. He asked me if I had ever ate frog legs and was inquiring about where to find frog legs within the market. While this is traditionally a foreign grocery item at Jewel or Butera, this is a common purchase at The Golden Market and reflects exactly why this demographic of people may shop here.
Cashier's Perspective
When I asked the cashier about local residents, he said, "It seems like in the immediate area the Asian population is substantial but all of Elgin seems to be pretty diverse as far as Asian cultures go. I even have customers who come out from 15-20 minutes away because they say this is the most authentic spot they can find."
Alan's House (The Meat Department)
An interesting detail of this butcher section was a sign that read, "If you cannot find what you are looking for, Ask and we will get you what you need." In comparison to a Jewel or Butera, this is much more of an intimate interaction that seems to detail the collectivism of SEAsian cultures.
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The Golden Market of Elgin
Shrimp Paste
Rice Seasoning
Hot Chicken Ramen
Floral Tea Pot
Piggy Bank
Background
Welcome to The Golden Market of Elgin
Noodles for DAYZ...
Meat on Meat on Meat
Entrance
HELP WANTED
Shopper Interview
Frog Legs
Cashier's Perspective
Alan's House (The Meat Department)