You don’t expect sticker shock at your local Filipino grocery store. But when a jar of macapuno or ube suddenly costs $8 to $10, you start asking questions.
That’s the reality many Asian American families are facing as President Donald Trump’s new tariffs—ranging from 10% to as high as 46%—take effect. Products from Asia, including food staples and cultural items, are becoming more expensive, directly impacting daily life and identity.
“It’s cheaper to stay home and make root beer floats,” one shopper joked, skipping the now-pricey imported Filipino goods. But for many, this isn’t just about saving money. It’s about staying connected to their roots, their culture, and their families through food and tradition.
The pain is real—and it’s not just felt in the checkout line.
Across the country, protests erupted this weekend, from Boston to Sacramento, as tens of thousands took to the streets to decry the administration’s policies, including the tariff war. Signs read: “Tariffs Cost Us Trillions in Two Days!”—a reference to the $6.6 trillion stock market loss following trade-related announcements.
The economic burden goes beyond consumers. Asian American small businesses—restaurants, grocery stores, importers—are struggling too. Higher import costs make it harder for them to stay afloat and compete, affecting jobs and livelihoods in local communities.
While some lawmakers, even Republicans like Sen. Ted Cruz, are starting to push back, calling the strategy “terrible for America,” Trump presses forward. Economists have criticized the rationale behind the tariffs, calling it outdated and based on flawed trade math that ignores America’s strengths in services.
Meanwhile, countries like China and Vietnam have retaliated with their own tariffs. As global trade tensions escalate, the U.S. risks isolating itself and damaging long-term economic prospects.
For many Asian Americans, these aren’t just numbers—they’re lived experiences. It’s the rising cost of that special sauce for pancit, the specific rice your grandmother used, or the electronics that bring your family closer together.
These tariffs aren’t just about economics. They’re cultural. They’re personal.
And as prices rise and traditions grow harder to maintain, many are asking: What now?
The answer may lie in the growing people’s movement—ordinary Americans pushing back against policies that harm families and communities. Because when economic decisions start to erode identity, it’s no longer just about politics—it’s about who we are, and how we live.