The store's rainbow logo is intended to represent a bridge between Japan and the United States.

[3] Founded in 1986 by Japanese immigrant Saburomaru Tsujino,[3] Nijiya Market opened its first store in San Diego, California's Kearny Mesa area.

[1][4] Since its inception, it has offered a large variety of Japanese food products.

In addition, Nijiya sells organic vegetables grown on its own 100-acre organic farm in Rainbow, California,[5] created an internship program, and established its own brand under which rice, dashi, miso and other Japanese food products are made.

[4] It is through Gochiso and its business operations that Nijiya participates in the practice of shokuiku.