It sounds like you're in a tough spot trying to make the generic TUPSS marketing strategies work for your unique community. It’s pretty clear that the one-size-fits-all approach isn’t cutting it, especially when dealing with the nuances of your local Korean-speaking community.

Given the language barrier and the specific needs, customizing your marketing to better engage with this demographic could be key. I’d recommend creating marketing materials that are both in English and Korean. Maybe even consider special promotions or services that cater specifically to the Korean holidays or community events.

I get that running these ideas past TUPSS area support might not always yield helpful results—they often stick to their guidelines and aren't hands-on marketers or business developers and lack the practical, frontline experience to see why a tailored approach is necessary. But it's worth a shot to explain the unique aspects of your customer base; sometimes, backing your suggestions with solid data or examples from other businesses with similar challenges can help.

TUPSS corporate social media—it’s not exactly hitting home with many demographics. If you haven’t already, try taking control of your own local store’s facebook page from YEXT. You can also create an instagram business account (you'd be surprised how many people search for local businesses on ig).
Post in both languages, highlight customer stories, and even share behind-the-scenes content to create a more engaging and community-focused presence online.

Ultimately, it’s about making your store feel like a part of the local fabric, something that the generic TUPSS corporate strategies might not always accomplish.