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This weekend, Kmart Corp. launched Tea Leaf, an Asian-language entertainment and lifestyle supplement, produced in Chinese, Vietnamese and Korean and distributed in nine California markets.

Kmart said Tea Leaf will reach 2 million Asian-American consumers monthly, but only in California for the moment.

Asian-Americans currently represent close to five percent of Kmart's total shopper base.
KC's View:
Kmart is doing much the same thing for Hispanic shoppers and urban (AKA African American) consumers. It is an interesting approach to marketing…but we remain unconvinced that the stores are offering anything special.

No matter what they claim.