Shinsegae’s E-Mart24 expands to Malaysia

Local firm UFH plans to open 10 E-Mart24 stores in the country by the end of 2021.

Shinsegae’s convenience store arm E-Mart24 has opened its first store in Malaysia following the signing of a master franchise contract with local food and distribution investment firm, United Frontiers Holdings (UFH), Yonhap reported.

The 257 sqm store is located in an office district in Kuala Lumpur. It will carry four brands of instant cup rice and Korean street food like tteokbokki, a snack made from rice cakes and red chili pepper sauce, and chicken gangjeong or sweet-and-sour fried chicken.

It will also sell convenience store food such as gimbap—rice rolls with a variety of vegetables—as well as sandwiches and salads. E-Mart24's private-label goods will account for 30% of all products, and the store will have a special shelf for South Korean cosmetics.

UFH expressed plans to open 10 stores by the end of 2021 and 300 stores within five years.

E-Mart24's entry into Malaysia comes after its South Korean rival CU opened its first store in Kuala Lumpur in April this year.