A Journey of Growth and Gratitude
Reflecting on the brand’s growth since its first outlet in Bangsar South, Vuitton Pang, CEO of emart24 Holdings Sdn Bhd, shared:
“The 100th store is a milestone we’re truly thankful for, and has been made more meaningful by the trust and encouragement of the communities we serve.”
emart24 plans to open 50 more outlets over the next year to make halal Korean street food more widely accessible. The brand’s expansion is a response to increasing local demand for high-quality, culturally relevant convenience offerings.
Serving Local Communities, Building Cultural Bridges
Backed by South Korea’s Shinsegae Group, emart24 has become the country’s fastest-growing convenience store brand, with over 6,500 outlets in Korea. Malaysia, its first overseas market, has played a key role in this growth, fueled by the popularity of Korean culture and halal-certified offerings.
Pang emphasized the evolving retail landscape:
“Malaysians today seek more meaningful connections in their daily experiences. We are excited to be part of this shift by offering a blend of quality, culture and community.”
The brand also pioneered entry into Malaysia’s East Coast, receiving strong support in Terengganu and Kelantan for its halal-certified Korean flavours.
Commitment to Halal and Inclusivity
The introduction of the e-kafé product line, certified halal in February 2025, underscored emart24’s inclusive approach.
“Securing halal certification was a proud milestone for us, showing our sincere intention to serve all Malaysians,” said Pang.
A new central kitchen is also in place to introduce more exciting, halal ready-to-eat items across outlets nationwide.
Flagship Launch: Culture, Art & Innovation
The 100th store, themed “100 Stores. Endless Moments,” features a locally commissioned mural by artist Nas Suha, symbolising Malaysia–Korea cultural synergy. The new outlet also incorporates SOLUM ESL digital solutions, including real-time pricing and modern signage for enhanced efficiency and customer experience.
Adding to the celebration was the debut of emart24’s new mascot, Dilly, and the launch of a collaborative menu with Baby Shark, marking the character’s 10th anniversary.
“This partnership allows us to create joyful, memorable brand experiences for our younger customers,” said Tan Chuan Hoe, Chief Commercial Officer of emart24 Holdings Sdn Bhd.
Exclusive Treats and Rewards
To commemorate the occasion, emart24 introduced special treats like the apricot-hued “party cone” and a new Matcha Strawberry soft serve. A nationwide “Spend & Win” campaign will run from 1–31 July 2025, offering prizes including Samsung S25 phones, Galaxy Watches, and vacation packages to Korea via Traveloka.
Industry Support and Looking Forward
The celebration was supported by the Korea Agro-Trade (aT) Center, whose Director Chang Chung Ho stated:
“Through emart24’s expanding footprint, more Malaysians are discovering the quality and creativity of Korean food products… especially through its halal-certified innovations.”
