Within 4 years of entry into the Malaysian market in 2021, Korea-based Emart24 convenience store chain has crossed the 100th store mark in June this year.
According to an Emart24 spokesperson, “We have established Emart24’s uniqueness by encompassing all aspects of the Korean Wave, including K-content, K-culture, K-ICT, and K-food.”
Emart24 is currently present in 11 states in Malaysia with the goal of opening 130 stores by the end of 2025 and over 200 by 2026.
To celebrate the opening of the 100th store, Emart24 introduced K-food and K-content to Malaysian stores by applying Pinkfong Baby Shark characters to the packaging of counter food items such as Carbonara Tteokbokki, Fish Finger, Strawberry Cream Cheese Hotteok, Ice Blended, Cake, and Triangle Kimbap. Counter food refers to products sold by creating a food court-style counter in convenience stores.
In addition, all Emart24 stores in Malaysia conducted discount promotion on K-food products in collaboration with the Korea Agro-Fisheries & Food Trade Corporation (aT).
Emart24 Malaysia has also been selling Halal-certified products, including its e-café (counter food store) since its initial launch.
