UNM alum launches viral snack shop in Albuquerque
Munji Kahalah never expected that a degree rooted in zeros and ones would one day lead him to importing viral snacks from around the world. But today, The University of New Mexico alumnus is the creative force behind Monaco Market, New Mexico’s largest exotic snack store, where shelves are stocked with everything from Dubai chocolates and Chinese mango ice cream to South Korean juice pouches that have taken over TikTok and Instagram feeds.
The business began with Kahalah, a computer science and computational math major, who discovered along the way that his true passion lived at the intersection of technology, creativity and entrepreneurship.
“I realized I really loved seeing how businesses go from A to Z,” Kahalah said. “Tech was always interesting to me, but there’s so much more to building something than just engineering.”
Kahalah came to UNM in 2015, immersing himself in computational math and computer science. While he enjoyed the challenge, he was also curious about the broader applications of innovation beyond the technical side.
That curiosity led him to enroll in several courses through UNM’s Innovation Academy (IA), a decision he now credits as pivotal.
“It was the total opposite of what I was doing on the engineering side,” he said. “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 participated in pitch competitions and applied entrepreneurial thinking to real problems. He also found mentorship that left a lasting impact.
“Robert Del Campo was always in our corner,” Kahalah said. “And Bill Szaroletta really opened my eyes to how the internet and digital spaces were evolving. Both of them influenced how I think about business today.”
Monaco Market officially opened about three and a half years ago with a simple goal: 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.”
Cities like Los Angeles, Miami and New York already boast viral snack shops, but Kahalah saw an opportunity to give Albuquerque the same “big city” feel without requiring a plane ticket.
“We have almost a million people here,” he said. “People want new experiences, and they’re craving that energy.”
As Monaco Market’s creative director, Kahalah describes the work as a “super fun job,” blending pop culture, food trends and community engagement.
One of the most rewarding projects for Kahalah has been Monaco Market’s partnership with New Mexico United. Together, they created a custom snack box designed to merge the excitement of soccer fandom with the thrill of trying exotic snacks.
“We wanted to create something new and exciting for the fans,” Kahalah said. “New Mexico United already has an amazing fan base, so we thought, how can we add to that experience in a fun way?”
The partnership has been active for about six months, and Kahalah is excited about expanding collaborations and creating even more interactive experiences.
Like any startup, Monaco Market has faced challenges. Import tariffs and global logistics have influenced purchasing decisions, requiring flexibility and quick adaptation.
“That’s just part of navigating entrepreneurship,” Kahalah said. “There are always unknowns.”
After graduating in 2020, Kahalah leaned back into his technical background, traveling 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.”
By applying data analysis, Kahalah can track trends and make smarter decisions about inventory bridging his computer science training with real-world business needs.
Kahalah encourages students, especially those considering the Innovation Academy, to explore broadly.
“Entrepreneurship is a huge umbrella,” he said. “Start broad. Listen to people. You never know which niche might click.”
As for his personal favorites at Monaco Market? Kahalah doesn’t hesitate.
“The mango ice cream and the South Korean juice pouches,” he said. “But honestly, go crazy. That’s the whole point.”
“The mango ice cream and the South Korean juice pouches,” he said. “But honestly, go crazy. That’s the whole point.”
“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 9am-9pm daily.
