South Korea’s convenience store chain E-Mart24 Inc. has ventured into the Cambodian market with the opening of its first store in Phnom Penh’s vibrant Boeung Keng Kang district. The 230-square-meter store, launched in partnership with local firm Saihan Partners, features over 300 Korean products, including around 50 items from E-Mart24’s private label, No Brand.
The store offers a variety of popular Korean street foods such as tteokbokki, Korean-style ramen, cup-bap, hot dogs, and fish cakes, alongside coffee and bakery items to create a unique blend of convenience store and café experiences. The grand opening included a K-food tasting event that attracted over 1,000 visitors, highlighting the local interest in Korean cuisine.
E-Mart24’s entry into Cambodia is structured through a master franchise model, allowing Saihan Partners to handle market analysis and legal requirements. This strategic partnership aims to adapt the store offerings to local preferences while maintaining the essence of Korean convenience.
Looking ahead, E-Mart24 and Saihan Partners plan to expand their presence to 100 stores across Cambodia within the next five years, demonstrating a commitment to growth and adaptation in the Southeast Asian market.
