Emart24, the South Korean convenience store chain, has announced plans to open its inaugural outlet in Cambodia come June, marking a significant step in its international growth efforts. This move, initially hinted at by the Khmer Times for the first half of 2024, signifies the brand’s ambitious strategy to solidify its presence in Southeast Asia.
The company’s vision extends beyond this initial launch, with aspirations to establish a network of 100 stores across Cambodia within a five-year span. This expansion is facilitated through a partnership with Saihan Partners, a collaborative venture between the Cambodian Saisons Brother Holding Co. and the Korean property developer Hanlim Architecture Group. This franchise agreement empowers Saihan Partners to inaugurate franchise locations and potentially sub-franchise the Emart24 brand, thereby expanding its reach under the banner “Emart24 Cambodia.” In exchange, Emart24 will benefit from royalties, furthering its influence in the region.
Emart24’s expansion isn’t limited to Cambodia; the brand boasts 48 stores in Malaysia and three in Singapore, with plans to escalate to 300 outlets in these nations over the next half-decade. Recognizing Malaysia’s significant Muslim demographic, Emart24 ensures its offerings are halal, catering to a diverse customer base by merging Korean culinary influences with Muslim-friendly practices.
As an integral part of the Shinsegae Group, known for operating the world’s largest department store in Busan, Emart24 carries the legacy of retail innovation and customer-centric services. The introduction of Emart24 to Cambodia fills a niche in the market, bringing a reputable Korean convenience store chain to a region already enamored with Korean culture, from pop music to television dramas.
This expansion is punctuated by the launch of the “emart24 My App,” a mobile application offering exclusive deals to users, with promotional discounts ranging from 10-24 percent. This initiative not only underscores Emart24’s commitment to digital engagement but also aligns with the global trend of integrating technology into retail experiences, making it a noteworthy development for both the company and its future customers in Cambodia.
Source: Khmer Times
