Samjin Fish Cake Opens New Store at 'Thang Long Mall' in Hanoi, Vietnam

Accelerating Global Expansion on the Wave of K-Food Popularity
Strengthening Signature Menu Localization Strategies

K-fish cake brand Samjin Fish Cake (CEO Park Yongjun) is accelerating its efforts to expand into the global market.

On August 25, Samjin Fish Cake announced that it had newly opened the "Samjin Fish Cake Thang Long Branch" at the massive "Go! Thang Long Mall" complex in Hanoi, Vietnam, on August 22. On opening day, the store was crowded with local customers, demonstrating strong interest.

"Go! Thang Long Mall" is a large shopping platform located in the heart of Hanoi's new town, attracting an average of over 30,000 visitors on weekends. With a size of about 12,000 square meters, it houses a supermarket, food court, kids' zone, and cinema, making it a key commercial district that draws both locals and international tourists.

Recently, global interest in K-food has risen as the Netflix animation "K-Pop Demon Hunters" ranked number one weekly in the United States, Vietnam, and Taiwan. Against this backdrop, Samjin Fish Cake has targeted the Vietnamese market, which has a high proportion of young consumers, as a major focus.

The Thang Long Branch offers around 40 varieties of fish cakes, including locally tailored menu items. About 20 of these are handmade fish cakes prepared in-store. Signature items include the "Fish Cake Croquette," which is also highly popular in Korea, and the "Handmade Fish Cake Rice Ball," previously exclusive to the Yeongdo Main Branch, now newly introduced. In particular, the Handmade Fish Cake Rice Ball is a new product made with local ingredients such as galbi, crab sticks, and coriander, aiming to appeal to Vietnamese consumers.

To maintain taste and texture, Samjin Fish Cake has installed its self-developed "Smart Showcase." This equipment features "halogen lighting" to maintain a constant temperature and a high-temperature sterilizing steam spray function, which helps preserve the moisture and keep the fish cakes soft for longer.

Park Yongjun, CEO of Samjin Fish Cake, stated, "Vietnam is the most dynamic consumer market in Asia and a core market with great growth potential for K-food. We will deliver a new K-fish cake experience to consumers worldwide through differentiated localized products and content."

Since opening its first overseas branch in Singapore in 2017, Samjin Fish Cake has expanded to Indonesia, Australia, and other countries. Recently, it received the Minister of SMEs and Startups Award at the "2024 Korea 100-Year Enterprise" event, ranked number one in the processed seafood category for five consecutive years in the "Korea Brand Power Index (K-BPI)," and took first place in the fish cake category at the "2025 Brand Customer Loyalty Awards," solidifying its position as Korea's leading fish cake brand.

Samjin Fish Cake Vietnam Thang Long Branch.

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