South Korea’s convenience store chain E-Mart24 Inc. announced on Sunday that it opened its first store in Boeung Keng Kang, a bustling district of Phnom Penh, Cambodia
The 230-square-meter store features over 300 Korean products, including around 50 items from E-Mart24’s private label, No Brand.
It offers popular Korean street foods such as tteokbokki, Korean-style ramen, cup-bap, hot dogs, and fish cakes.
The store also sells coffee and bakery items, aiming to blend convenience store offerings with a café experience.
A K-food tasting event on the opening day drew over 1,000 visitors
E-Mart24 partnered with local firm Saihan Partners to enter the market through a master franchise model.
This approach allows the local partner to manage market analysis and legal matters.
E-Mart24 and Saihan Partners plan to expand to 100 stores within five years, adapting to local conditions.
By Hyun-jin Ra
raraland@hankyung.com
