Emart24 Continues Aggressive Expansion into East Coast

Emart24, a well-known Korean convenience store, is making significant strides in its expansion across Malaysia, particularly in the East Coast region. Since it entered into Malaysia in 2021, Emart24 has rapidly grown, establishing a strong presence with 65 outlets nationwide. 

The brand’s goal of reaching 300 outlets within five years demonstrates its commitment to meeting the growing demand for affordable Korean street food and drinks, all made from halal ingredients. This article explores the various aspects of Emart24’s expansion strategy, the reasons behind its success, and what the future holds for this popular convenience store chain.

The Growing Popularity of Korean Convenience Stores in Malaysia

The Korean Wave and Its Influence on Malaysian Consumers

The Korean Wave, or Hallyu, has had a profound impact on Malaysian consumers. From K-pop to K-dramas, the influence of Korean culture is evident in many aspects of Malaysian life, including food. Emart24 has capitalized on this trend by offering a wide range of Korean street food and beverages that appeal to local tastes.

Emart24’s Unique Selling Proposition

Emart24 sets itself apart from other convenience stores by focusing on quality and affordability. The brand's tagline, "Rasa Korea, Hari Ceria," highlights its commitment to providing tasty Korean street food that brightens up the day for its customers. The sleek, modern ambiance of Emart24 stores adds to the overall customer experience, making it a preferred destination for quick bites and drinks.

Emart24’s Expansion into the East Coast

Strategic Importance of the East Coast

The East Coast of Malaysia, comprising Kelantan, Terengganu, and Pahang, is a region with a strong demand for Korean products. Emart24’s decision to expand aggressively into this area reflects its understanding of local consumer preferences and its aim to serve customers even in smaller towns.

Current Presence and Future Plans

As of August 2024, Emart24 operates 28 stores on the East Coast. The company plans to increase this number to 45 by the end of the year, marking a significant expansion. This growth will also create hundreds of jobs for local residents, contributing to the region’s economic development.

Store Distribution in Key States

Terengganu: Emart24 aims to more than double its store count in Terengganu from seven to 15 by year-end.

Kelantan: With 14 stores already in operation, Emart24 plans to open six more outlets in Kelantan.

Pahang: The company has earmarked three new store locations in Pahang, which will bring the total number of outlets in the state to 10.

Community Engagement and Local Support

Emart24’s expansion strategy is not just about increasing store numbers; it’s also about building strong relationships with local communities. The brand encourages proposals from property owners who believe there is a need for a store in their neighborhood, ensuring that its expansion is aligned with local demand.

Why Emart24 is Succeeding in Malaysia

Meeting the Demand for Halal Korean Food

One of the key factors behind Emart24’s success in Malaysia is its commitment to offering halal-certified products. This approach has allowed the brand to cater to the diverse needs of Malaysian consumers, making it a trusted name among Muslim customers.

Affordability and Quality

Emart24’s focus on affordability without compromising on quality has been another crucial factor in its success. The convenience store offers a range of popular Korean street foods, such as Jjajajang Tteokbokki, Cupbap, and Korean Fried Chicken, at prices that are accessible to a wide audience.

Customer-Centric Approach

Emart24’s customer-centric approach is evident in its store design, product offerings, and promotional strategies. The brand consistently adapts to the preferences and needs of its customers, ensuring a high level of satisfaction and loyalty.

The Role of Shinsegae Group in Emart24’s Growth

Background of Shinsegae Group

Shinsegae Group, the largest retailer in South Korea, owns Emart24. With more than 7,000 outlets in various formats and store sizes, Emart24 is the fastest-growing convenience store brand in South Korea. Shinsegae Group’s extensive retail experience and resources have played a pivotal role in Emart24’s successful expansion into Malaysia.

Emart24’s Entry into Malaysia

Emart24’s entry into Malaysia in 2021 marked the brand’s first foray into the international market. The decision to choose Malaysia as its initial overseas market was driven by the country’s diverse consumer base and the growing popularity of Korean culture.

Support from Shinsegae Group

Shinsegae Group’s support has been instrumental in Emart24’s growth in Malaysia. The group’s experience in retail, combined with its understanding of global markets, has enabled Emart24 to establish a strong presence in the country in a relatively short period.

Future Prospects for Emart24 in Malaysia

Ambitious Plans for the Next Five Years

Emart24’s goal of reaching 300 outlets in Malaysia within the next five years is ambitious yet achievable. The brand’s consistent quality, affordable pricing, and customer-centric approach position it well for continued growth.

Expanding Beyond the East Coast

While the current focus is on the East Coast, Emart24 is likely to expand further into other regions of Malaysia. The brand’s success on the East Coast could serve as a blueprint for its expansion into other underserved areas.

Potential Challenges and OpportunitiesChallenges: 

The convenience store market in Malaysia is competitive, with established players like 7-Eleven and FamilyMart. Emart24 will need to continue differentiating itself to maintain its growth momentum.

Opportunities: The growing demand for Korean products, coupled with Emart24’s strong brand reputation, presents significant opportunities for the brand to capture a larger market share.

Conclusion

Emart24’s aggressive expansion into the East Coast is a testament to its commitment to meeting the needs of Malaysian consumers. By offering affordable, high-quality Korean street food in a modern, customer-friendly environment, Emart24 has quickly become a favorite among Malaysians. With plans to increase its store count to 300 within five years, Emart24 is poised to further strengthen its position in the Malaysian market. The brand’s success on the East Coast and beyond is a clear indication of its potential to become a leading convenience store chain in the country.

FAQs

Q1. What makes Emart24 different from other convenience stores?

A. Emart24 stands out due to its focus on affordable, halal-certified Korean street food and beverages, combined with a sleek, modern store design that enhances the customer experience.

Q2. How many Emart24 outlets are there currently in Malaysia?

A. As of August 2024, there are 65 Emart24 outlets across Malaysia, with plans to increase this number to 300 within five years.

Q3. Why is Emart24 expanding into the East Coast?

A. The East Coast of Malaysia has shown a strong demand for Korean products, making it a strategic area for Emart24’s expansion. The brand aims to increase its store count in this region to better serve local consumers.

Q4. What kind of food does Emart24 offer?

A. Emart24 offers a variety of popular Korean street foods, including Jjajajang Tteokbokki, Cupbap, Korean Fried Chicken, and Ramyun. All food items are made from halal ingredients.

Q5. Who owns Emart24?

A. Emart24 is owned by Shinsegae Group, the largest retailer in South Korea. The brand is the fastest-growing convenience store chain in South Korea and has rapidly expanded its presence in Malaysia since 2021.

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