Emart24, a South Korean convenience store chain, is set to mark its entry into the Cambodian market with the opening of its first store, ‘Emart24 Cambodia’, in June. This move aligns with Emart24’s broader strategy of global expansion, aiming to establish 100 stores in Cambodia within the next five years.
In December, Emart24 finalized a franchise agreement with Saihan Partners to venture into Southeast Asia. Saihan Partners, a joint venture between Cambodian company Saisons Brother Holding Co. and Korean firm Hanlim Architecture Group, will operate under the name “Emart24 Cambodia” and have the authority to open franchise units or sublicense the brand to third parties. Emart24 will receive royalties in exchange for this arrangement.
Currently, Emart24 operates 48 outlets in Malaysia and three in Singapore, with plans to expand to 300 outlets across these countries within the next five years. Emart24 has made efforts to cater to Malaysia’s predominantly Muslim population by ensuring its products are halal-certified.
As an affiliate of the Shinsegae Group, which oversees department stores and large discount chains, Emart24 holds a significant position in the retail market. Its flagship store in Busan, South Korea, is recognized as the world’s largest department store.
Emart24’s entry into Cambodia signifies the emergence of a major Korean convenience store brand in the country’s retail sector, reflecting the growing popularity of Korean brands and culture in Southeast Asia. This phenomenon, known as “Hallyu” or the “Korean wave,” highlights Cambodian consumers’ interest in experiencing Korean products and cultural elements, influenced by South Korea’s global dominance in entertainment and media.
In anticipation of its launch, Emart24 has introduced a mobile app called “Emart24 My App,” offering exclusive deals and promotions to its users. Currently, the app promotion offers discounts ranging from 10% to 24% off for mobile app users, valid until the end of February 2024.
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