i guess the ethnic/internatinoal section works differently where i live, it's just the shelf for foreign brands that aren't popular enough for general distribution but has crazy fans that pay any amount to get it.
like coke:
regular coke is produced locally and sits in the soda section and outsells hotcakes by a wide marigin
vanilla coke is imported directly from murica because several dozens of crazy people want it and are prepared to pay a 100% markup for it, and you'll usually find it in the international section if you can find it at all.