Samjin Eomuk Opens 'Starfield Suwon Branch'... New Store Concept Targeting MZ Generation

Samjin Eomuk (CEO Park Yong-jun), a leading fish cake brand in South Korea, has opened a store at 'Starfield Suwon' to meet consumers in the metropolitan area. Samjin Eomuk launched its store on the first floor of this mega shopping mall in Bites Place.

Starfield Suwon is the largest new complex shopping mall in Suwon City, with a total floor area of approximately 100,000 pyeong (331,000㎡). Located near Suwon Station, which secures an enormous flow of people, it attracts not only Suwon citizens but also consumers from neighboring cities.

Samjin Eomuk Starfield Suwon store applied a differentiated store concept targeting the MZ generation. According to Samjin Eomuk, they made changes to the interior and store operation based on the concept that "warm eomuk tastes best."

Samjin Fish Cake Starfield Suwon Branch.

Among existing Samjin Eomuk directly operated stores, this is the only one equipped with a steamer inside the store, providing a space to enjoy freshly steamed eomuk with a softer texture rather than the commonly encountered fried eomuk in daily life.

Additionally, by utilizing a smart showcase and halogen lighting (warmer), they enhanced the quality and texture preservation, allowing customers to enjoy delicious eomuk in a pleasant atmosphere.

Along with the opening of the Starfield Suwon store, Samjin Eomuk also launched three new products called ‘Big Hot Bar.’ These are thick bar-shaped eomuk made by adding squid, spicy peppers, vegetables, etc., and are steamed once more using a steamer to present a rich, mild flavor and moist texture.

To commemorate the store opening, Samjin Eomuk is holding a discount event for the three types of ‘Big Hot Bar’ and a 2+1 promotion for three popular eomuk hot bars until February 11. Additionally, a limited daily quantity promotion offering a 30% discount is being held simultaneously for customers purchasing four types of assorted eomuk.

Lee Yoo-hwan, head of Samjin Eomuk’s store business division, said, “Starfield Suwon store focused on providing a differentiated customer experience,” and added, “We look forward to many customers enjoying the store experience and tasting delicious premium eomuk.”

Samjin Eomuk has strengthened its lineup of gift sets for this year’s Lunar New Year holiday. These gift sets are available for order by phone and online until February 2.

Third-generation CEO Park Yong-jun is focusing on establishing a ‘eomuk gift culture.’ The ‘eomuk gift sets’ are premium products combined with cost-effectiveness and practicality, gaining popularity by selling out early every holiday season.

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