Cambodia Investment Review
South Korea’s leading convenience store chain emart24 has opened its seventh branch in Cambodia, underscoring the brand’s rapid growth in the Kingdom and strong demand for Korean lifestyle products.
The new outlet officially launched on September 11 along Chea Sophara (598) Road in Russey Keo district, Phnom Penh. Customers at the emart24 598 branch can enjoy a wide selection of Korean food, fresh coffee, snacks, beauty products, and exclusive items such as “No Brand” and “Ime” goods. The store also emphasizes Korean pop culture, with the latest K-Pop music and weekly playlist updates designed to enhance the in-store experience.
Rapid Expansion Strategy
Emart24 first entered Cambodia in June 2024 with a flagship store in Boeung Keng Kang, one of Phnom Penh’s busiest commercial districts. In just over a year, the company has rolled out seven locations across the capital, with 13 more branches in the pipeline. Planned openings in Koh Pich, Norea, Takmao, Santhomuk, and Beung Trabek are expected to bring the total number of stores to 20 by the end of 2025.
“We continue to receive strong support from Cambodian customers who love Korean cuisine, products, and lifestyle experiences,” said Heng Sengly, Managing Director of SAIHAN PARTNERS, the local franchise operator of emart24. “Our expansion reflects both market demand and the opportunity to contribute to Cambodia’s retail and employment sectors.”
Korean Lifestyle Meets Cambodian Market
Beyond food and retail, emart24 aims to deliver what it describes as a “Korean cultural experience” in every store. Alongside dining options and specialty goods, the company has introduced a 24-hour mobile delivery service. Customers can order directly through emart24’s delivery partners, ensuring access to Korean meals, drinks, and products around the clock.
The brand’s growth strategy also aligns with Cambodian government goals to create jobs and reduce poverty. According to Sengly, emart24’s expansion will generate around 450 employment opportunities for Cambodian youth, providing stable incomes and skills development.
Backed By Shinsegae Group
Emart24 is a subsidiary of Shinsegae Group, one of South Korea’s largest conglomerates, with interests spanning retail, supermarkets, and hypermarkets. Listed on the Korea Exchange (KRX), Shinsegae brings extensive retail experience through its nearly 7,000 emart24 outlets across the Asia-Pacific region.
By leveraging Shinsegae’s expertise, emart24 in Cambodia seeks to establish itself as a dominant player in the convenience store sector, while also supporting local producers by introducing Khmer-made products on its shelves.
With Cambodia’s retail market becoming increasingly competitive, industry observers say emart24’s strategy of combining Korean culture with local partnerships could help the brand carve out a strong position as consumer demand evolves.
