Emart24 Opens 5th Store Near Malaysian University... "Targeting MZ Generation Preferences"

On the 14th, Emart24 opened its 5th store near Sunway University in Malaysia.

[Asia Economy Reporter Lim Chunhan] Emart24 announced on the 14th that it has opened its 5th store near Sunway University in Malaysia.

The newly opened store spans 100 pyeong (approximately 330 square meters) and emphasizes its identity as a K-convenience store by using Hangul throughout the store. Especially as this is the first store introduced in a Malaysian university area, it was launched with a stylish concept targeting local young customers. The strategy is to build a differentiated image among young customers with a bold interior featuring graffiti decorating both the exterior and interior of the store, along with a trendy cafe style that exposes the concrete walls as they are.

In line with Malaysian culture, where meals are often eaten at outdoor restaurants due to the hot weather, the store is equipped with tables that can accommodate 30 people simultaneously. It sells popular K-foods among locals such as Korean-style cupbap, tteokbokki, and dakgangjeong. According to sales data from Emart24 Malaysia stores 1 through 4, ready-to-eat food sales account for 50% of total sales. Considering that ready-to-eat food accounts for 10-20% of sales in domestic convenience stores, this is a very high figure.

An Emart24 official said, “Since the 5th store is located in a university area, it is expected that interest in Korean convenience store brands and products will be even hotter due to the Korean Wave trend among the MZ generation (Millennials + Generation Z). We expect it to become a hot topic among young Malaysian customers as we have introduced a bold interior to establish a differentiated image locally in Malaysia.”

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