‘Ethnic’ foods, which belong to international culinary repertoires, are now increasingly common in Canadian grocery stores and pantries. Which marketing tactics were used in ‘domesticating’ these food items? Our research examines three case studies (tacos, Sriracha, and soy sauce) and the marketing strategies that were used to integrate these products into the culinary mainstream. These case studies underscore, among other insights, the role and significance of entrepreneurship and influencership in the products’ commercial trajectories and the relationship consumers have established with these products as well.