'Globalization of Eomuk' ... Samjin Eomuk Opens First Store in Vietnam

Samjin Fish Cake officially entered the Vietnamese market by opening its first store at ‘Lotte Mall West Lake Hanoi’ on the 23rd.

The Vietnamese ‘Lotte Mall West Lake Hanoi,’ where Samjin Fish Cake’s first store is located, is a massive commercial complex housing a shopping mall, supermarket, hotel, aquarium, and cinema. It is situated in the new urban area of West Lake, the center of Hanoi, boasting a size of approximately 107,000 pyeong with 2 basement floors and 3 above-ground floors.

According to global consulting firms such as McKinsey, the proportion of middle-class consumers in Vietnam has currently increased to 40%, and it is expected to account for 75% of the total population by 2030.

At the same time, Samjin Fish Cake recognized Vietnam’s growth potential, with a population exceeding 100 million and more than half of the population being young.

Samjin Fish Cake’s first store in Vietnam is directly operated locally by ‘DI VINA F&B Group,’ which has successfully operated the global dining franchise brand ‘Dookki’ up to its 95th store.

‘DI VINA F&B Group’ operates not only ‘Dookki’ but also various local F&B brands in Vietnam and is the company that most actively operates Korean brands among overseas countries, possessing the corresponding know-how and rich experience for success.

Samjin Fish Cake provides ‘DI VINA F&B Group’ with brand, store, menu, concept, system, and know-how, exporting fish cake products and the brand to Vietnam following Singapore and Indonesia.

The first store plans to sell over 30 varieties of fish cakes, including local Vietnamese menu items. Among these, about 20 varieties are handmade fish cakes prepared on-site.

Samjin Fish Cake Vietnam Branch No. 1.

Since opening its first overseas store in Singapore in 2017, Samjin Fish Cake has conducted various research and development efforts to maintain the original taste and texture of Samjin Fish Cake as much as possible in local markets.

Park Yong-jun, CEO of Samjin Fish Cake, said, “Vietnam currently has high interest in K-food, and there is a growing demand for convenient and healthy foods. We aim to develop localized products accordingly and create a ‘culture of fish cake’ with more diverse forms of fish cake than in Korea.”

Samjin Fish Cake is making strides toward the ‘globalization of fish cake,’ ranking among the top 10 popular Korean foods in the U.S. based on the online sales platform ‘Amazon.’ Additionally, in March, it was selected as the number one brand in the seafood processed food category for three consecutive years in the 25th Korean Industry Brand Power Index (K-BPI).

This content was produced with the assistance of AI translation services.