Emart24 Surpasses 100 Stores in Malaysia Just Four Years After Entering the Market

Targeting 130 Stores This Year and 200 by 2026
Developing Products Suited to Local Culture and Obtaining Halal Certification

Emart24 announced on the 25th that it has expanded its store count in Malaysia to 100, just four years after opening its first outlet in June 2021.

Interior view of Emart24 Malaysia's 100th store (Kota Damansara branch). Provided by Emart24.

Emart24 is currently operating in major cities across 11 states in West Malaysia, including Selangor, Kelantan, Terengganu, and Pahang, where Kuala Lumpur is located. The company aims to reach 130 stores by the end of this year and more than 200 stores by 2026.

The 100th store in Malaysia is the "Emart24 Kota Damansara branch." It is located in the commercial district of Kota Damansara, 15 kilometers west of downtown Kuala Lumpur, the capital of Malaysia. The store occupies the first floor of a three-story office building, with a total area of 175 square meters (53 pyeong), including a 32-seat dining area.

To commemorate the opening of Emart24 Malaysia's 100th store, the company is selling "counter food" in collaboration with "Pinkfong Baby Shark" from The Pinkfong Company, which set new records for K-content by ranking number one in global YouTube views. Counter food refers to a food court-style offering at the convenience store counter. Through this collaboration, the packaging for counter food items such as "Carbonara Tteokbokki," "Fish Finger" (a type of fried fish), "Strawberry Cream Cheese Hotteok," "Ice Blended," "Cake," and "Samgak Gimbap" will feature the Pinkfong Baby Shark character, aiming to bring K-food and K-content to Malaysian stores.

The 100th store will be implemented as a Korean retail tech store in collaboration with the ICT (Information and Communication Technology) company SoluM. The store will feature "digital signage" to display promotions and product information at a glance, and will introduce "Electronic Shelf Labels (ESL)" to provide accurate pricing and enable instant application of promotional prices. The store will also showcase initiatives such as the "K-Food Promotion" in partnership with the Korea Agro-Fisheries & Food Trade Corporation (aT).

Emart24 Holdings (EMART24 HOLDINGGS SND. BHD.), the master franchise operator of Emart24 Malaysia, opened its first store in June 2021. With a premium and trendy store concept and a localization strategy centered on K-FOOD, it has been recognized as a hotspot among young people and has continued to expand its store network.

Emart24's successful expansion to 100 stores in Malaysia can be attributed to two main factors: a product strategy tailored to local Malaysian culture, and a localization strategy targeting Muslim consumers, who make up around 70% of the Malaysian population.

Emart24 Malaysia developed its product lineup (MD) strategy to reflect the local culture, where most meals are eaten at restaurants due to the hot weather. The company has strengthened its K-food offerings, such as tteokbokki, dakgangjeong, and fried eomuk, to appeal to local tastes, and also sells desserts, beverages, and coffee, thereby serving as a coffee specialty shop as well.

In addition, Emart24 Malaysia has been selling halal-certified products since its inception. It became the first Korean convenience store brand to obtain halal certification from the Malaysian government agency, the Department of Islamic Development Malaysia (JAKIM), for its in-store counter food (e-cafe). Emart24 Malaysia aims to achieve halal certification for all its stores in the future.

Choi Jinil, CEO of Emart24, stated, "Emart24 has been able to establish itself as a popular convenience store brand in Malaysia by partnering with capable local companies and actively promoting K-food, K-tech, and K-content, thereby raising awareness of K-culture among Malaysian customers. In addition to Malaysia and Cambodia, we plan to expand into various other countries and grow into a global convenience store brand."