South Korean fish cake brand Samjin has opened in the Philippines as part of a broader expansion plan for Asia.

Its first store opened in Makati at the Ayala Malls Circuit, and is operated by South Korean entertainment and logistics company Wevenine.

A spokesperson for the firm said: “We plan to market some 40 different kinds of fish cakes, including both semi-manufactured and completed products, using ingredients entirely from South Korea”.

The brand has announced plans to follow up on the opening with four further branches in the territory by the year’s end, as well as establishing a presence in Indonesia.

It has already opened in Singapore and is eyeing locations in China.

Inside Retail Asia