Since the 1990s, there has been a significant demographic shift as many upper-class immigrants from Taiwan, China, and South Korea have settled in the hillside homes of Rowland Heights (and in neighboring regions such as Hacienda Heights, Walnut, and Diamond Bar). Also, Rowland Heights has also attracted immigrants from mainland China because the area is advertised in China as having high-end homes and convenient shopping centers. Many work at or own businesses in the nearby City of Industry. Additionally, Latinos have maintained a long-standing presence in the lower sections. The city has developed an eclectic suburban "Chinatown", "Little Tokyo", and "Koreatown", mostly in the form of upscale strip malls. There are several large Asian product supermarkets - such as a 99 Ranch Market (billed as the chain's largest location during the late 1980s), Hong Kong Supermarket, and New York City-based Great Wall Supermarket.