Popular Korean convenience store chain emart24 today marked the opening of its 100th store in Malaysia at a launch event in their new outlet in Kota Damansara.
Vuitton Pang, CEO of emart24 Holdings Sdn Bhd, described the brand’s journey in Malaysia as both humbling and inspiring. “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.”
“We remain committed to growing hand-in-hand with Malaysians and building meaningful connections for many more years to come. We hope to open another 50 outlets over the next year to bring affordable halal Korean street food experience to even more neighbourhoods,” he said.
“What began with a single store in Bangsar South has grown into a familiar presence across the country,” Pang continued. “We’re always listening to our customers and will continue to optimise our network to better serve our customers by being closer to wherever they are.”
“The Retail scene is evolving, and 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.”
emart24 was the first and fastest Korean convenience chain to break into Malaysia’s East Coast, tapping into local demand for halal-certified Korean flavours. “The response in States like Terengganu and Kelantan has been incredibly encouraging, and we are grateful for the warm welcome and continuous support,” Pang added.
Backed by South Korea’s retail giant Shinsegae Group, emart24 is the fastest-growing convenience store brand in its home country, with over 6,500 outlets. Malaysia is its first overseas market, and the brand’s success here has been closely tied to the rise of Korean culture and local demand for accessible, high-quality convenience offerings.
Kang In Sok, COO of emart24 Korea, said: “We congratulate emart24 Malaysia on the opening of its 100th store in Malaysia. I would like to express my heartfelt appreciation to everyone who has contributed to emart24’s remarkable growth in the Malaysian market. I look forward to seeing emart24 continue to lead the convenience store industry in Malaysia with even greater success in the future.”
The brand’s signature halal-certified Korean street food, including its bestselling cupbap and cheesy tteokbokki, continues to appeal to a wide range of consumers. The e-kafé product line, officially certified halal in February 2025, has been a key step in reinforcing emart24’s commitment to inclusivity and cultural respect.
“Securing halal certification was a proud milestone for us, showing our sincere intention to serve all Malaysians,” said Pang. “Our food is Korean at heart, but thoughtfully created for local tastes without compromising authenticity.”
“We have invested in a new and enlarged central kitchen which will deliver more variety of exciting halal ready-to-eat products to our customers,” he adds.
The 100th store celebration, themed “100 Stores. Endless Moments,” was held at the new flagship outlet in Kota Damansara. The store design, features a mural by local visual artist Nas Suha, capturing the spirit of cross-cultural connection between Korea and Malaysia, reflecting the brand’s core identity. The new store also features digital innovation powered by SOLUM ESL, including real-time pricing solutions and digital signage that enhance operational efficiency and elevate the customer experience with a sleek, modern touch.
Adding to the festivity was the official introduction of emart24’s new mascot, Dilly, who made a playful appearance at the event. The event also marked the launch of a new menu through a collaboration with Pinkfong’s Baby Shark, the globally beloved character celebrating its 10-year anniversary this year. Designed to engage families with children, the collaboration aims to strengthen brand affinity across all age groups.
“Baby Shark is one of the most cherished family entertainment IPs of The Pinkfong Company, and 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.
In conjunction with the momentous celebration, emart24 introduced limited edition apricot-hued ice cream cones called “party cone”, an edible wafer cup and brand-new Matcha Strawberry soft serve. A nationwide “Spend & Win” campaign will kick off nationwide from 1st to 31st July 2025, where over 100 lucky customers stand a chance to win amazing prizes such as Samsung S25 phones and Samsung Galaxy Watches alongside Flight and Hotel vouchers to South Korea and other destinations, courtesy of Traveloka.
This event was proudly supported by Korea Agro-Trade (aT) Center. “The rise of Korean food culture in Malaysia has opened the door for deeper agro-trade and consumer trust. Through emart24’s expanding footprint, more Malaysians are discovering the quality and creativity of Korean food products, many of which are proudly promoted by the Korea Agro-Trade Centre. We are proud to support emart24’s efforts in making premium Korean offerings more accessible, especially through its halal-certified innovations,” said Chang Chung Ho, Director of Korea aT Center Kuala Lumpur.
“Malaysians are emotionally connected to the food and lifestyle they see in K-dramas, and emart24 brings a part of that into their neighbourhoods,” said Pang. “It’s that sense of familiarity and joy that keeps customers coming back.”
With a store presence now spanning the entire Peninsular Malaysia, emart24 is preparing for its next phase of growth, focused on building density, rewarding loyalty, and becoming even more integrated into local communities. Looking ahead, emart24 will continue to serve more customers in their own neighbourhoods.