Kuala Lumpur: Emart24, a South Korean convenience store chain, announced the opening of its 100th outlet in Malaysia, with an ambitious plan to launch 30 more stores in the country by December. The expansion is part of the company's strategic effort to increase its market presence in Southeast Asia.
According to Yonhap News Agency, Emart24 began its Malaysian journey in June 2021 by entering into a master franchise agreement with Emart24 Holdings, a local partner. This agreement not only allowed Emart24 to establish and manage its own outlets but also provided the opportunity to sub-franchise to third parties within the designated territory.
To attract a wider customer base, Emart24 is set to introduce new "counter food" products in collaboration with The Pinkfong Co., a Korean animation company known for its popular Pinkfong Baby Shark character. These ready-to-eat items will be available at all Malaysian locations of Emart24, offering consumers a variety of K-food options such as "tteokbokki" (spicy rice cakes), cup rice, and Korean-style fried chicken.
Emart24 is also focused on obtaining halal certification for all counter food items sold in Malaysia, ensuring that the products comply with Islamic Sharia law. This move is particularly significant given Malaysia's status as a Muslim-majority country, where halal food practices are not limited to meat but extend to the processing of all ingredients, including fruits and vegetables.
Beyond its presence in Malaysia, Emart24 operates 6,100 stores in South Korea and has expanded into Cambodia with four outlets. The company has set a target of increasing its Malaysian outlets to 200 by 2026, with aspirations of entering additional international markets to establish itself as a global convenience store brand.
Emart24 is part of Shinsegae Group, a prominent South Korean retail conglomerate that manages a diverse portfolio of department stores, discount chains, and other retail ventures.