[Today's New Arrivals] Emart24 Launches 13 Exclusive Products Including Matcha Cream Pasta

Matcha-core Trend Spreads Among Younger Generation
Cumulative Sales of Matcha Products Up 78% Year-on-Year Last Year

Emart24 announced on January 15 that it will launch a wide range of exclusive, matcha-themed differentiated products, targeting the younger generation.

The new matcha products being released this time number 13, and when combined with the 3 items pre-launched last month, Emart24's matcha lineup expands to a total of 16 products. These items, spanning various categories such as desserts, dairy products, ready-to-eat meals, and alcoholic beverages, will be released sequentially throughout this month.

All product packages feature design elements such as the intuitive 'MATCHA' logo and colors that evoke matcha. New products include the 'Choco Matcha Cream Roll' (3,800 KRW), which consists of a chewy chocolate cake sheet filled with chocolate filling and wrapped with matcha cream; the 'Strawberry Matcha Cream Sandwich' (4,200 KRW) made with seasonal fruit; and the 'Whole Strawberry Matcha Mochi' (2,900 KRW). These products are characterized by their sweet yet slightly bitter taste, making them a great pairing with coffee menu items like Americanos and lattes.

Additionally, Emart24 will launch four new snacks, including the 'MalchoQ' (1,700 KRW), a cube-shaped snack filled with matcha-flavored chocolate and finished with cocoa powder, as well as two types of 'Malcra' (2,700 KRW), a latte product made with Jeju matcha, domestic milk, and cream. Other differentiated matcha products across various categories include 'Matcha Cream Pasta' (5,500 KRW), 'Matcha Strawberry Highball' (4,000 KRW), and 'Matcha and Milk' (2,500 KRW), further expanding the use of matcha throughout the convenience store.

The reason behind Emart24's significant expansion of its matcha lineup is to respond to the ongoing global matcha-core craze. Recently, matcha has become more than just a beverage or dessert trend; it has established itself as a cultural symbol representing the tastes and lifestyles of the younger generation. In fact, Emart24's cumulative sales of matcha-related products in 2025 increased by 78% compared to the previous year, showing rapid growth. In particular, 'Seoul Daebbang Matcha Flavor' and 'Choco Chewy Mochi Bread Matcha Flavor' ranked third and fifth, respectively, in dessert product sales immediately after their launch, signaling their popularity.

To celebrate the product launch, Emart24 is also running a promotion that combines price benefits with experiential elements. Customers who purchase two or more of the 15 differentiated products (excluding matcha lattes) with an event card this month will receive a 50% discount. At its first flagship store, 'Trend Lab Seongsu,' Emart24 will hold the 'Matcha-core Green Run' event twice, allowing customers to directly experience the matcha trend.

An Emart24 representative stated, "Starting from the first month of 2026, we are introducing a wide array of differentiated matcha-themed products and experiential promotions to strengthen our position as the convenience store that best understands those in their teens and thirties." The representative added, "Emart24 will continue to quickly identify changes in the tastes and lifestyles of the younger generation and serve as a trend platform by translating these insights into products, spaces, and experiences."