Ever wondered who is the brain behind the shop in Albuquerque, New Mexico offering the world’s viral snacks? A University of New Mexico (UNM) News report highlights the life of a UNM alumnus who founded Monaco Market.
Munji Kahalah is the “creative force” behind New Mexico’s largest exotic snack store, Monaco Market. Its shelves stock viral snacks, from Dubai chocolates and Chinese mango ice cream to South Korean juice pouches trending on TikTok and Instagram.
Kahalah, a computer science and computational math major, started the business. Along the way, he found his true passion in technology, creativity, and entrepreneurship.
Kahalah’s Student Life at UNM
Kahalah entered UNM in 2015, where he immersed himself in computational math and computer science. While enjoying the challenge, he got interested about the broader applications of innovation beyond the technical side.
He enrolled in several courses through UNM’s Innovation Academy (IA), a decision he now regards as pivotal.
“It was the total opposite of what I was doing on the engineering side,” he told UNM News. “Those courses were more hands-on and real-world. I enjoyed them a bit more because they were right up my alley.”
Through IA, Kahalah joined pitch competitions and applied entrepreneurial thinking to real problems. He also gained mentorship that left a lasting impact. The UNM alumnus said that IA Executive Director Robert Del Campo and professor Bill Szaroletta influenced his business mindset.
The Story Behind Monaco Market’s Launch
Inspired by the viral snack shops in Los Angeles, Miami and New York, Kahalah saw an opportunity to bring the same “big city” experience to Albuquerque.
Around three and a half years ago, Monaco Market officially opened to bring the world’s most viral snacks to Albuquerque.
“My job is basically to scout what the internet is talking about,” Kahalah said. “I’m scrolling TikTok or Instagram, seeing what snacks are blowing up in big cities, and then figuring out how to bring that experience here.”
Kahalah, Monaco Market’s creative director, said blending pop culture, food trends, and community engagement is a “super fun job.”
In 2020, Kahalah went to Amsterdam for a summer boot camp focused on machine learning and data analytics.
“I knew data was important,” he said. “With so many snacks, we needed a way to figure out what works and what doesn’t.”
Kahalah uses data analysis to track trends and guide inventory decisions, bridging his computer science training with real-world business needs.
Like many growing businesses, Monaco Market has encountered challenges. Import tariffs and global logistics have influenced purchasing decisions, requiring flexibility and quick adaptation.
For Kahalah, that is part of navigating entrepreneurship, acknowledging that “there are always unknowns.”
Meanwhile, Kahalah considers Monaco Market’s partnership with New Mexico United one of his most rewarding projects. They crafted a custom snack box that merges excitement of soccer fandom with the thrill of trying exotic snacks.
Why Shop at Monaco Market for Trending Snacks
When asked about his personal favorites at Monaco Market, Kahalah answered the mango ice cream and the South Korean juice pouches. “But honestly, go crazy. That’s the whole point,” he quipped.
Kahalah said that Monaco Market isn’t just about snacks, it’s about curiosity, creativity and making global experiences accessible right here in Albuquerque.
“You don’t have to fly to LA or New York,” Kahalah said. “You can come down the road, try something new and have fun with it.”
Monaco Market is located at 4400 Wyoming Blvd NE STE C, Albuquerque, NM 87111 and is open 9:00 a.m. to 9:00 p.m daily.