Asianfresh Food Market, the Philadelphia Chinatown grocer expanding into New Jersey, plans a grand opening celebration Saturday, Sept. 12, at 2005 Route 70 East in Cherry Hill.

The event begins at 11 a.m. and will feature giveaways, contests and other promotions, spokesperson Karen Louie told the Philadelphia Inquirer on Aug. 30. Louie said specific event details were still being finalized.

The Cherry Hill store is Asianfresh's second location, after its flagship on 10th Street between Race and Cherry Streets in Philadelphia's Chinatown. The new store carries fresh produce, seafood and specialty products imported from across Asia, according to the Inquirer.

By late August, the exterior Asianfresh sign was up on the building and rows of branded shopping carts were lined up outside. A hiring flier for all departments was taped to the front doors, with the view inside blocked by brown construction paper.

South Jersey Food Scene, a regional food news account, posted on X on Tuesday, Sept. 1, that it had gotten an early look inside the store.

@SJfoodscene: "I got an early look inside the new Asianfresh Market on Route 70 in Cherry Hill which opens on Thursday."

The store sits in the former Oskar Huber furniture site in Marlton Plaza, NJ.com reported.

The grand opening marks the second major Asian grocery expansion along Cherry Hill's Route 70 corridor this year. H Mart, the Korean grocery chain that has operated in the township for 25 years, reopened its Cherry Hill store on April 23 after 18 months of remodeling. More than 200 people lined up for that reopening, which added a food hall, live seafood market and expanded selection, NJ Pen reported.

The two stores sit less than two miles apart on Route 70.

Cherry Hill's Asian population grew 32% between 2014 and 2024, according to U.S. Census Bureau data cited by the Inquirer. Nationally, sales from the "Asian/ethnic aisle" in American grocery stores jumped almost four times faster than overall sales between April 2023 and April 2024, according to the New York Times citing market research firm Circana.

Asianfresh has not announced final giveaway items or contest rules for the Sept. 12 event.