[Report] Enjoying Eungdeok and Amuse... Emart24, the Trendy Convenience Store Capturing Millennials & Gen Z

Flagship Store "Trend Lab Seongsu" Opens on the 28th
Serving as a Testbed for Trendy Products
"Focusing on Customers in Their Teens, Twenties, and Thirties"
Intensive Development of Three Core Categories: Coffee, Desserts, and More

On November 27, in front of Exit 4 of Seongsu Station in Seoul, a 100-square-meter (about 30 pyeong) Emart24 store with a yellow glow caught the attention of passersby. From the entrance, displays of clothing and cosmetics-uncommon in typical convenience stores-were set up, along with a variety of merchandise and goods.

On this day, Emart24 unveiled its flagship store, "Trend Lab Seongsu," in Seongsu-dong, Seoul. Through this flagship store, Emart24 aims to capture customers in their teens, twenties, and thirties, and plans to use the store as a "testbed" to introduce its trendiest products ahead of others.

The store clearly embodies Emart24’s vision. It is filled with products favored by customers in their teens, twenties, and thirties, including affordable ready-to-eat meals, cosmetics, clothing, and goods, all priced in the low thousands of won. Even before the official opening on the 28th, some foreign visitors and general customers were already checking out the store.

The first thing visible upon entering is the "Brand Popup Zone," featuring products from "Amuse" and "W Concept," brands popular among Gen Z women. This area will be updated every three months with new brands favored by Millennials & Gen Z customers.

'Brand Popup Zone' inside Trend Lab Seongsu Branch. Photo by Jae-Hyun Park

There is also a dedicated space for goods and intellectual property (IP) products popular among customers in their teens and twenties. The "Event Zone" is where Emart24’s merchandise developers (MDs) showcase the latest trendsetting products. For example, ready-to-eat meals created in collaboration with brands like "Tang Hua Kung Fu" and "Emergency Room Tteokbokki," which are favored by Generation Z, are featured here. Products first launched at Trend Lab will be refined and relaunched based on customer feedback, making the store a true testbed for new items.

Emart24's "Star Products," which the company considers its signature differentiated items, are also on display. In the "Star Product Zone," popular items such as the "Seoul Daebbang" series and collaborative products with celebrity chefs from Josun Hotel, including Son Jongwon, Choi Hyunseok, Yeo Kyungrae, and Austin Kang, can be found.

A small caf? space inside the convenience store also stands out. Here, customers can find five types of freshly brewed coffee, six types of fruit smoothies, and six types of bakery items, all available for takeout. There is also an instant ramen corner targeting foreign customers. Bakery products are priced between 500 and 1,000 won, making them easy to enjoy with coffee. A self-service dining area is also available, where customers can prepare and eat food items themselves.

'To-Go Cafe Zone' inside Trend Lab Seongsu. Photo by JaeHyun Park

Trend Lab Seongsu serves as a space that encapsulates Emart24’s future brand direction and mid- to long-term product strategy. An Emart24 representative explained, "The store is a brand experience platform for Millennials & Gen Z, who are the first to embrace trends. We aim to provide a space where they can directly experience, consume, and share new products."

After launching around 400 differentiated products this year, Emart24 plans to introduce 600 new items next year. The company aims to establish a virtuous cycle of strengthening product competitiveness, increasing store sales, and reinvesting in products by launching items that reflect the tastes of younger customers. An Emart24 representative stated, "Next year, we plan to replace about 1,000 out of 2,500 store products with new items. We also plan to open four additional specialty stores focused on K-Culture, K-Deli, and K-Dessert, mainly in Seoul."

In particular, Emart24 will focus on three core categories: fresh food (such as sandwiches and lunch boxes), desserts and bakery, and freshly brewed coffee. These categories are considered the most promising convenience store segments in the evolving consumer environment, driven by high inflation and the increasing number of single-person households.

Choi Jinil, CEO of Emart24, stated, "Trend Lab Seongsu is a symbolic space that encapsulates the direction Emart24 is heading. Here, we will introduce new products every month and regularly showcase trendy brands, solidifying Emart24’s image as the trendiest and hippest convenience store, and the one that understands Millennials & Gen Z customers best."