Kuala Lumpur: South Korean convenience store chain emart24 aims to operate 115 outlets nationwide by end-2025, with plans to expand into the southern region, particularly Johor.

According to BERNAMA News Agency, emart24 Holdings Sdn Bhd chief executive officer Vuitton Pang stated that Johor is the company’s near-term focus, driven by growing demand for Korean food and beverage products. Pang emphasized the importance of responding to customer feedback, noting the numerous requests on social media for the company to establish a presence in Johor. The announcement coincided with the launch of emart24’s 100th outlet in Kota Damansara.

Pang further highlighted that emart24 is the first and fastest Korean convenience chain to expand in Malaysia’s East Coast, capturing the rising demand for halal-certified Korean flavors. The positive reception in states such as Terengganu and Kelantan has been significant, with Pang expressing gratitude for the warm welcome and continuous support from local consumers.

As part of its growth strategy, emart24 plans to open an additional 50 outlets next year, with each outlet requiring an estimated investment of over RM300,000. This expansion aims to provide Malaysian consumers with an affordable halal Korean street food experience.

To tackle market challenges, Pang mentioned that the company collaborates closely with local suppliers, ensuring all products in its stores are locally made. This approach aids the company in maintaining resilience amid rising costs and global uncertainties. By focusing on quality, introducing new products and promotions, and keeping prices affordable, emart24 strives to remain competitive in the industry.