For many New Yorkers, a pilgrimage for authentic Central Asian food once meant a lengthy journey to the outer reaches of Brooklyn. That changed decisively in March 2025, when Tashkent Supermarket opened its doors in Manhattan's trendy West Village, transforming a niche culinary destination into a mainstream sensation.
From Brighton Beach to Buzzing Manhattan
The new outpost marks a significant evolution for the family-run business. Founded by Odiljon Tursunov and his family in Coney Island in 2012, the chain was born from a simple desire to find the traditional bread and halal sausages of their native Uzbekistan. Strategically expanding across Brooklyn and Queens, it catered to a growing diaspora from former Soviet republics, which now numbers over 1.2 million people in the US.
"Forest Hills has a very large Uzbeki Bukharian population," explained Misa Khayriddinova, head of accounting and human resources for Tashkent, who is from Bukhara, Uzbekistan. "The Coney Island and Brighton Beach locations are predominantly where Uzbeki people settled after immigrating here." The West Village location, however, represents a bold move to serve both its existing customer base and a whole new audience of curious foodies.
A Hot Bar of Viral Hits and Homely Comforts
The heart of Tashkent's newfound fame is its legendary hot food bar. Since the spring, food bloggers and social media accounts like @sistersnacking and @babytamago have flooded platforms with videos, turning Central Asian staples into viral must-tries. The star attractions are dishes like plov – a fragrant rice dish with lamb, cumin, and carrots – and samsas, flaky pastries filled with meat or potato.
Even New York's mayor-elect, Zohran Mamdani, has publicly praised the manty – intricately shaped dumplings filled with minced beef and onion. For those from the region, these foods are profound comforts. "When [we] miss the food from home and want the food your body is craving, we like driving down to Brighton," shared Kazakh immigrant Aziz Muzdybayev, highlighting the deep cultural connection.
More Than a Shop: A Cultural Bridge
Tashkent Supermarket serves as a living archive of a rich, complex culinary history. The store sources products directly from the former Soviet Union, including Georgian cheeses, Ukrainian bread, and wholesale nuts and raisins from Uzbekistan. "It's a fusion of both American products and Central Asian products," Khayriddinova noted.
The cuisine itself tells a story of nomadic traditions, settled agricultural communities, and the profound influence of the Soviet Union's 70-year rule, which reshaped flavours across the region. For Khayriddinova, seeing the store's signature green bags around the city is a point of immense pride. "Central Asia is not well known," she said. "For us to be the first brand to introduce the beautiful taste and authenticity... is wonderful."
While the Manhattan premium has led to a slight price increase on hot foods, the appeal remains undeniable. Customer Jesse Badash, browsing the figs he found "ridiculously cheap," summed up the draw: access to the distinct flavours of Georgia, Azerbaijan, and beyond, all under one roof.
On a Tuesday evening in December 2025, the West Village store hums with activity. Newcomers tentatively inspect herring under a fur coat salad at the deli bar, while long-time patrons fill containers with olivier, a New Year's staple. In the crowded aisles, under bright lights, a rare sense of recognition unfolds – not just for the diaspora rediscovering a taste of home, but for a vibrant culinary culture finally claiming its own spotlight in the heart of New York.
