In the heart of Vancouver's historic Chinatown, a new initiative is breathing fresh life into long-standing family businesses. The Vancouver Chinatown Foundation's impact fund is providing crucial resources for shops to modernize and reach new audiences, with one of the neighbourhood's original barbecue meat stores leading the digital charge.
Modernizing a Half-Century Legacy
The Dollar Meat Store, a fixture on East Pender Street since 1971, is undergoing a significant transformation. Owner Joey Wong, who grew up working alongside his father, is now steering the 50-year-old business into the digital age. Known for its Cantonese specialties like lap cheong sausage, roasted char siu pork, and salted pressed ducks, the store is leveraging the foundation's fund to expand its reach far beyond its iconic neon sign featuring a roasted suckling pig.
"We want to get this younger generation to come to Chinatown to shop, instead of only concentrating on where they live and going to supermarkets," said Wong. This marks a major shift from the store's previous marketing, which was limited to occasional advertisements in local supermarkets.
Digital Expansion and Social Media Strategy
The revitalization efforts kicked into high gear in April 2025 with the launch of a dedicated website and an active Instagram account. The fund enabled Wong to hire a social media assistant who creates engaging content, including eye-catching reels and videos showcasing the shop's glistening roast ducks and crispy pork.
The strategy extends beyond simple posts. The store is running giveaways, contests, and collaborations with other local businesses to drive foot traffic. It has also tapped into nostalgia by sharing old photos submitted by longtime customers and has garnered celebrity chef endorsements, such as from Roger Ma of Boulevard Kitchen & Oyster Bar.
Future plans are even more ambitious. Wong aims to make the store available on the food-delivery platform Uber Eats and to activate curbside pickup through the grocery service Instacart directly on the store's website.
A Fund for Cultural and Economic Revitalization
The Vancouver Chinatown Foundation's impact fund, supported by both the City of Vancouver and the Province of British Columbia, is designed to do more than just boost sales. According to Kevin Wong, manager of the foundation's economic revitalization program, the fund's purpose is to give businesses the resources for projects that foster growth while preserving the neighbourhood's unique history and cultural identity.
This model of support provides a blueprint for other heritage districts across Canada facing similar challenges. By equipping legacy businesses with digital tools and marketing expertise, the fund helps them connect with new customers while honouring their traditional roots.
The success at The Dollar Meat Store demonstrates a viable path forward: blending rich culinary heritage with modern commerce to ensure Vancouver's Chinatown remains a vibrant and thriving community hub for generations to come.
