#emart24

In Malaysia, the TREASURE MAKERS (what the boy group’s fans are called) will be able to get their hands on the TREASURE x emart24 products when the first few items hit the Malaysian stores this weekend. These exclusive TREASURE-branded products will be rolled out in stages from 7th August 2022 until June 2023. This campaign – which kicked off in South Korea in February 2022 – is being launched locally to celebrate the first anniversary of the emart24’s opening in Malaysia.

“emart24 has always been committed to being more than just a convenience store and we believe in providing customers with that unique Korean lifestyle experience. We are the first Korean convenience store brand to collaborate with TREASURE in Malaysia and we hope our customers here will enjoy the TREASURE x emart24 experience,” said Vuitton Pang, Chief Executive Officer of the emart24 Malaysia franchise.

“Malaysia was emart24’s first foray outside South Korea and we have opened more than 20 stores throughout the Klang Valley in our first year. We plan to have at least 40 stores by the end of 2022, and 300 stores over the next five years. emart24 is the fastest-growing convenience store in South Korea and we hope to replicate that success here. We are grateful to our principal and customers for their support over the past year and look forward to bringing the emart24 experience to more communities soon,” he added.

“There are numerous partnership possibilities out there and we intend to explore collaborating with local brands and other businesses in the future. We will definitely continue to introduce exciting halal over-the-counter food to Malaysians and we look forward to sharing more exciting news and products in the near future,” he said.

TREASURE made its debut in August 2020 with THE FIRST STEP: CHAPTER ONE, the group’s first short single album hitting No. 1 in the South Korean record charts. They then released THE FIRST STEP: CHAPTER TWO followed by the chart-topping THE FIRST STEP: CHAPTER THREE. Their full-length album THE FIRST STEP: TREASURE EFFECT in 2021 also soared to the top of the charts and their latest album, THE SECOND STEP: CHAPTER ONE in February 2022 is their fourth album to debut at No. 1.

TREASURE’s collaboration with emart24 in South Korea saw the limited edition products gaining quick traction with the group’s fans, making some of the items in the range collectibles. While the fresh food will be produced locally under strict quality control, emart24 will also be selling TREASURE x emart24 snacks and pouch drinks specially imported for the campaign.

The release dates for the first wave of TREASURE x emart24 products are:

7th August 2022 (Week 1) – TREASURE Coffee – Hot Latte and Hot Americano (with crème brulee flavour)

13th August 2022 (Week 2) – TREASURE Cupbap – TREASURE Chicken Mayo and TREASURE Japanese Curry Chicken

20th August 2022 (Week 3) – TREASURE Cupdak – TREASURE Cheezy Korean Fried Chicken

27th August 2022 (Week 4) – TREASURE Samgak Gimbap – TREASURE Chicken & Tuna Mayo and TREASURE Jeonju Bibim Beef

3rd September 2022 (Week 5) – TREASURE Pouch Drinks – TREASURE Americano Black Coffee and Americano Hazelnut Coffee

emart24 was established in 2014 and has rapidly grown to over 5,500 stores in a mere seven years, earning the distinction of being South Korea’s fastest-growing convenience store. In South Korea, emart24 is operated by Shinsegae Group, the country’s largest retailer, and was the first convenience store brand there to introduce unmanned convenience stores, forging ahead with technology adoption. The ‘24’ in the brand’s name is a play on words where “24” is pronounced “e-sa” in Korean, which roughly translates to “neighbourhood”. 

Malaysia’s first emart24 outlet opened at The Horizon in Bangsar South, Kuala Lumpur on 22 June 2021 and is a Reserve Store offering fresh Korean street food, exclusive Korean snacks and K-beauty products. There are now 24 outlets spread across the Klang Valley including Desa Sri Hartamas, Bandar Sunway, Mid Valley Megamall, Mitsui Shopping Park LaLaport, and Tamarind Square Cyberjaya. emart24’s products for sale private label items imported from South Korea including those from No Brand, Minsaeng and I’m e.

The food options in Malaysia’s emart24 stores range from ready-to-eat snacks such as gimbap (seaweed-wrapped rice rolls) to fast food hot dishes such as cupbap (rice in a paper cup with a variety of toppings), cupdak and cupmyeon (ramyun in a cup). The store’s cold offerings include snow bingsu (shaved ice) desserts, Cake-in-Cup, and soft serves. At outlets with a Reserve Café, customers can expect bakery items such as buns, pastries and other desserts. emart24 also serves a variety of drinks, including the recently launched Cold Brew Coffee which is steeped for 20 hours, and Cold Brew Tea, which is steeped for 12 hours.