Emart24 Expands South Korean Culinary Influence With Third Singapore Outlet

South Korean convenience store chain Emart24, part of Shinsegae Group, bolsters its presence in Singapore with a third outlet, bringing popular Korean snack culture and meal kits closer to Singaporeans.

Aju Business Daily reported that Shinsegae set up its third branch in the territory less than seven months after landing there. Customers will be able to experience the Korean snack food culture as Emart24 offers different kinds of instant noodles or ramyeon, ready-to-eat tteokbokki, and other favorite snacks in South Korea.

Many people already know about Gimbap, a snack made with rice, vegetables and meat rolled in a sheet of laver, and Sikhye, a sweet rice punch fermented with malt. Those who watch Korean dramas will know these, and they are available at Emart24 in Singapore too.

Moreover, the newly-opened Emart24 has a dining area so visitors can eat meal kits at the store. The third branch was built close to a shopping zone close to the Queenstown Station, and while it also sells local products, 60% of the food items there are Korean.

It is said that the convenience store chain brand aims to open at least 300 branches in the country by the year 2028. Choi Won Young, the firm’s head of the global business team, said the company will also expand and bring the business to other countries. At this time, Emart24 is also operating in Malaysia with 38 branches already.

Meanwhile, the convenience store chain opened its first store in December of last year. For this, Emart24 has become the first Korean convenience store to run a business in the city-state in maritime Southeast Asia amid its overseas expansion push.

The first store was launched in the Jurong Point shopping center, and the second was in the Nex Mall shopping center. Emart24 is being operated in the country through a master franchise agreement granted to a joint venture company which is Emart24 Singapore Pte. Ltd.

Photo by: Kth696586/Wikimedia Commons (CC BY-SA 4.0)