Shinsegae’s E-Mart24 launches fifth Malaysia store

It is planning to open 10 stores in the country by the end of 2021.

Shinsegae’s convenience store arm, E-Mart24, has opened its fifth store in Malaysia in Kuala Lumpur as part of the company’s push to tap deeper into the Malaysian market, Yonhap reported.

Located near Sunway University, the store carries instant cup rice and Korean street food like "tteokbokki," a popular Korean snack made from rice cakes and red chili pepper sauce, as well as "gimbap," rice rolls with a variety of vegetables.

The convenience store chain has expressed plans to open 10 stores in the Southeast Asian country by the end of 2021 and 300 stores within five years.

South Korea's convenience store chain operators have been setting their sights overseas as the local market has become saturated.