Korean convenience store chain emart24 is celebrating a major milestone: the opening of its 100th store in Malaysia.
From a single outlet in Bangsar South to a nationwide presence, the brand’s rapid growth has been shaped by its commitment to offering halal-certified Korean street food, convenience, and an experience that resonates with local communities.
At the celebration event in Kota Damansara, CEO of emart24 Holdings Sdn Bhd Vuitton Pang expressed gratitude for the support from Malaysian consumers.
“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,” .
More Than Just a Store—It’s a Community Hub
From its signature halal cupbap to cheesy tteokbokki, emart24 has become more than a convenience store—it’s a cultural connector. With the growing love for K-culture, especially K-dramas and K-pop, Malaysians are increasingly seeking authentic Korean food and lifestyle experiences.
emart24 stands out by offering halal-certified Korean meals, including its e-kafé line, which earned official halal certification in February 2025.
“Securing halal certification was a proud milestone for us,” said Pang. “Our food is Korean at heart but thoughtfully created for local tastes without compromising authenticity.”
emart24 Expansion Plans: 50 More Stores Ahead
The chain aims to open 50 more outlets within the next year to reach more Malaysian neighbourhoods. This includes deeper expansion into the East Coast, where reception in states like Kelantan and Terengganu has been particularly encouraging.
“We’re always listening to our customers and optimising our store network so we can be closer to where they live,” Pang added.
Backed by South Korea’s Shinsegae Group, emart24 is already the fastest-growing convenience store brand in Korea, with over 6,500 outlets. Malaysia remains its first and most successful international market.
Digital Innovation Meets Local Artistry
The 100th store features modern tech innovations, including real-time digital pricing and digital signage powered by SOLUM ESL, enhancing the customer experience.
The outlet also boasts a local mural by artist Nas Suha, celebrating the cultural bridge between Korea and Malaysia.
As part of its brand refresh, emart24 also introduced a new mascot, Dilly, at the event. The lovable character adds a playful energy to in-store promotions and campaigns.
Collaboration with Pinkfong’s Baby Shark
To commemorate Baby Shark’s 10th anniversary, emart24 launched a collaborative menu designed especially for families with young children.
“This partnership allows us to create joyful, memorable brand experiences for our younger customers,” said Tan Chuan Hoe, Chief Commercial Officer of emart24.
Exclusive Treats & Nationwide Contest
The celebration introduced limited-edition apricot “Party Cones” and a new Matcha Strawberry Soft Serve, available only in select stores.
To reward loyal customers, emart24 is running a nationwide “Spend & Win” contest from 1 to 31 July 2025. Over 100 lucky winners stand to win:
- Samsung Galaxy S25 smartphones
- Samsung Galaxy Watches
- Flight and hotel vouchers to South Korea and other destinations (courtesy of Traveloka)
Support from Korea Agro-Trade Center
The event was supported by the Korea Agro-Trade (aT) Center, whose director Chang Chung Ho highlighted the impact of emart24’s halal-certified menu on Korean food exports.
“Through emart24’s expanding footprint, more Malaysians are discovering the quality and creativity of Korean food products.”
emart24 is now preparing for its next phase of growth—deepening its store density, rewarding loyalty, and becoming more embedded in local communities.
Its vision includes being part of everyday Malaysian life, not just through snacks and meals, but through shared experiences and cultural exchanges.
“Malaysians are emotionally connected to the food and lifestyle they see in K-dramas,” said Pang. “emart24 brings a part of that into their neighbourhoods.”
FFor more info, log on to https://emart24.com.my/
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