JoyMart offers unique Asian flavors to Rochester community

Rochester, New York – For Yaofang (Vicki) Liang, opening JoyMart in the University of Rochester’s College Town complex was more than just a business venture. It was a way to give back to the university that played a crucial role in her academic journey. Liang, who earned her PhD in education from the Warner School of Education and Human Development in 2023, sees JoyMart as both a commercial success and a heartfelt tribute to her time at Rochester.

“I’m not a traditional businesswoman. I know we’re pursuing a commercial profit here—which is important to me,” says Liang. “But, the University provided significant support during my academic career. Opening JoyMart was a different way to express my gratitude to the school.”

A Journey from Academia to Entrepreneurship

Liang’s path to Rochester began in 2017 after completing master’s degrees at UCLA and Boston University. She was drawn to the city’s size and, more importantly, to the Warner School’s supportive academic environment. Her advisor, Samantha Daley, played a pivotal role in guiding her research and career path.

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“She’s very loving, very kind, and has amazing academic research experience. She helped me figure out my path of study,” Liang says.

Initially, Liang focused on human psychology and development, but her curiosity led her to explore behavioral studies. With Daley’s mentorship, she gained valuable research and clinical experience. Liang’s long-term goal is to use her expertise to assist Chinese parents, particularly those raising children with autism.

Bringing Asian Culture to College Town

While her academic pursuits are deeply meaningful, Liang’s cultural background has also shaped another passion—introducing Rochester to the diverse and vibrant world of Asian snacks and cuisine. JoyMart is a sensory experience, featuring colorful packaging, unique flavors, and an extensive selection of Asian treats. From anime-adorned soda cans to exotic ramen flavors, the store offers an array of products that cater to both nostalgic tastes and adventurous palates.

One of the store’s standout features is its fresh food menu. Customers can enjoy dumplings, buns, rice and noodle dishes, and handcrafted onigiri, all made in-house. The beverage menu includes everything from treasure teas—think Frappuccino meets boba—to chocolate milk panna cotta, a rich and layered treat. Special seasonal offerings, like matcha cream and strawberry cream croissants for Valentine’s Day, add to JoyMart’s appeal.

More Than Just a Store

With more than 3,500 international students at the University of Rochester, including many from Asian countries, Liang recognized a gap in the market. While JoyMart caters to students seeking familiar flavors from home, it also introduces new experiences to the wider Rochester community.

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“I chose College Town because it’s more convenient for the students interested in Asian food or Asian items,” says Liang. “We also have our kitchen that provides fresh food, fresh drinks, coffees, and teas.”

Beyond accessibility, JoyMart integrates seamlessly into campus life by accepting Rocky Bucks, the university’s campus currency. Students who use Rocky Bucks even receive a discount, making JoyMart an affordable and attractive option for college-goers.

Another unique aspect of the store is its workforce. The majority of employees are students, providing them with real-world work experience in a dynamic retail and food service environment.

“I like to learn from our current employees—they have different majors, different fields,” Liang explains. “I like seeing their growth and their potential, which helps to increase the quality of service. Plus, I enjoy giving them real-world work experience. This isn’t a typical campus job.”

Looking Ahead: Expansion and Community Growth

After celebrating JoyMart’s first anniversary in January 2025, Liang is already thinking about the future. Her plans include opening a second location and resuming her clinical practicum to obtain her license, which she temporarily paused to establish the store. She remains committed to expanding JoyMart’s reach, ensuring that more people—both students and the larger Rochester community—can experience what it has to offer.

“I want JoyMart to be a cultural exchange in the heart of Rochester,” she says. “We’re building community.”

With its combination of nostalgic flavors, fresh food, and a commitment to fostering cultural connections, JoyMart is more than just a market—it’s a hub of tradition, taste, and togetherness in the University of Rochester’s College Town.