Cover Photo: emart24 Malaysia

The BTS x McDonald's craze has barely cooled when we got wind that South Korea’s fastest-growing convenience store, emart24, has opened in the upscale neighbourhood of Bangsar South

Trendy. Stylish. Artisanal.

These words can be used to describe the convenience store from South Korea that now boasts a new address in Malaysia. With its first Reserve Store situated in Bangsar South, emart24 aims to redefine the stereotypical white-walled convenience store by offering fresh Korean street food, aromatic coffee, exclusive Korean snacks from its I’m e and No Brand private labels, and an extensive K-beauty range, all housed in a lifestyle-first concept store.

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The second Korean convenience store chain to enter Malaysia after CU, emart24 is operated by South Korean titan company Shinsegae Group. Established in 2014, emart has rapidly grown to over 5,500 stores in just seven years, earning the distinction of being South Korea’s fastest-growing convenience store. It was also the first convenience store brand in South Korea to introduce unmanned convenience stores, forging ahead with technology adoption.

Riding on the Hallyu wave, this emart24 Malaysia store in Bangsar South will be the first of 300 targeted to be launched in the country over the next five years. Speaking about the decision to bring emart to Malaysia, emart24 Malaysia's CEO Vuitton Pang says, “The time was right for a more progressive approach to convenience stores in our country.”

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He adds that emart24 Malaysia aims to deliver an experience like no other convenience store in the market. Its Reserve Store in Bangsar South, for example, boasts innovations that are aimed at enhancing customer experience with a larger space, customised interiors and a distinct character that sets it apart from other future Reserve Stores so the customer experience is unique every time.

Beyond food, customers can also enjoy a wide array of cosmetics, personal care and even fragrances. These are made available through a strategic collaboration with OnlyKorea, an authorised distributor of authentic imported K-beauty products, slated to be one of the leading K-beauty retailing groups in Asia.

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In addition, emart24 Malaysia will also introduce its General Store, with the first branch opening in Sri Hartamas soon. This brand offers a wider range of products including even more selections of Korean street food

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