South Korea’s Retailer emart24 Opens First Outlet In Malaysia

Jul 2021

Leading South Korean convenience store chain, emart24 has launched its first outlet in Malaysia, and plans to establish over 300 outlets nationwide within five years. The company has inked a master franchise agreement with local partner, United Frontiers Holdings Sdn. Bhd. (UFH) to manage its franchise in the country.

Located in Bangsar South of Kuala Lumpur, the emart24 outlet serves Korean street food, snacks, local products, and K-beauty goods daily. Around 30 percent of the store’s range consists of own-label products. The company announced that it will operate its first General Store in Hartamas in the same city soon (date not enclosed).

emart24 Malaysia chief executive officer Vuitton Pang emphasized that the emart24 brand is known for its consumer-first approach in its country of origin, and that the firm intends to expand its progressive approach to meet growing demand in the Malaysian market. By end of 2021, it is anticipated that 10 more stores will be set up, in line with the popularity of the Korean Hallyu wave.

Malaysia has been an attractive market for Korean and Japanese brands over the years, with more companies recently entering the country to expand their outlets. Convenience store chains such as FamilyMart and CU, and popular fast-food outlets like Nene Chicken, KyoChon, BBQ Chicken, and Yoshinoya. BGF Retail’s CU, Korea’s largest convenience store, also signed a master franchise deal in April 2021 with myNEWS Holdings Bhd.

Founded in 2014, emart24 is operated by Shinsegae Group, Korea’s largest retailer. emart24 is South Korea’s fastest-growing convenience store brand with over 5,500 stores nationwide. emart24 has taken the leap as a technology adopter by introducing its first unmanned convenience stores in the country.

(Sources: Korean Herald; KED Global; The Smart Local)

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