Yaofang (Vicki) Liang ’23W (PhD): Pride and JoyMart

(Initially published March 5, 2025 on the University of Rochester’s News Center)

Gratitude led a Warner School graduate to open an Asian grocery store and cafe at Rochester’s College Town.

For Yaofang (Vicki) Liang ’23W (PhD), opening JoyMart in the University of Rochester’s College Town complex was a bit of a love letter to her time completing her graduate degree 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.”

Liang, who graduated in 2023 with a PhD in education (with a specialty in human development in educational contexts) from the Warner School of Education and Human Development, began her time at Rochester in 2017 after completing separate master’s degrees at UCLA and Boston University. The size of the city drew her to Rochester—as did, perhaps more importantly, the unconditional support offered by her Warner School advisor, Samantha Daley. “She’s very loving, very kind, and has amazing academic research experience. She helped me figure out my path of study,” Liang says.

In the beginning, Liang chose to study human psychology, human development, and psychology. “Then I took some courses about behavior, which I found very interesting. I wanted to do more research and gain more practical clinical experience, which my advisor helped to set up.” She plans to use her Rochester degree to help Chinese parents, particularly those with children who have autism.

Liang’s cultural background, meanwhile, offers a unique perspective on another aspect of Chinese society—the vibrant and eclectic world of Asian snack foods and beverages. To wander the aisles of JoyMart is to experience a visual and gustatory delight. Pops of pink on a soda can emblazoned with an anime character’s face mix with streaks of greens and reds on the packaging for any type of ramen you could need. One endcap alone was dedicated to Oreos basic (chocolate) and not (grape-peach), while another showcased decadent-looking matcha strawberries. If you like (or want to try, which you should) shrimp chips or spicy crab Lay’s potato chips, this is the place for you.

In addition to offering more than 3,000 unique items in the market, JoyMart provides an extensive menu of fresh items from its on-site kitchen. Dumplings, buns, and rice and noodle dishes are made to order, while a selection of handcrafted onigiri (Japanese rice balls) can be found in the front refrigerated case. A host of beverages from treasure teas (think Frappuccino meets boba) to chocolate milk panna cotta (exactly what it sounds like, with layers of texture and flavor) can also be ordered fresh at the front counter. The store also launched specialty flavored croissants (including matcha cream and strawberry cream) around Valentine’s Day.

The University boasts more than 3,500 international students, with strong representation from several Asian countries. And while Liang’s decision to open JoyMart stemmed from wanting more diverse shopping options for these students, she also finds it fills a void for all students, employees, alumni, and the greater Rochester community at large. But, notes Liang, this is not your traditional Asian market. “I chose College Town because it’s more convenient for the students interested in Asian food or Asian items. We also have our kitchen that provides fresh food, fresh drinks, coffees, and teas.”

On top of its convenient location, JoyMart accepts Rocky Bucks—a type of campus currency at the University—and even extends a discount to students who pay with said currency.

Liang adds that the majority of the store’s employees are students. “I like to learn from our current employees—they have different majors, different fields. “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.”

With JoyMart’s first anniversary in the rearview as of January 2025, Liang is looking ahead. She aims to open a second JoyMart location as well as resume her clinical practicum and get her license, which she paused to get the store on its feet. She also wants to continue to grow JoyMart, spreading awareness to the University community, including students of all backgrounds, and beyond.

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