South Korean retail giant Emart, Shinsegae subsidiary, unveiled its newest store in Mongolia’s capital, targeting travelers at a major transportation hub as the company accelerates its expansion in the growing market.
The 1,090-square-meter outlet, located in western Ulaanbaatar’s Dragon Bus Terminal, marks the retailer’s fifth location in Mongolia since entering the market in 2016 through a franchise deal with local partner Altai Group.
The store features a streamlined format with 70% of space dedicated to processed foods, along with travel essentials and Korean snacks. It also introduces a 99-square-meter No Brand shop-in-shop concept, offering private-label products at competitive prices.
Emart’s overseas business head Choi Jong-geon said the location will test a smaller store format as the company plans to add at least 10 more outlets by 2030. The retailer has seen steady growth in Mongolia, with sales rising 11% last year and projected to jump 19% in 2024.
The expansion comes as Korean retailers leverage growing regional demand for K-culture products. Emart’s strategy includes opening compact stores in central areas while maintaining larger formats in suburban locations to serve different customer segments.
