Korean convenience-store brand emart24 is stepping up its investment in the Cambodian market. Company head Ngorn David Sambo said recently that, after nearly two years of operations, the company's confidence in the local retail market has clearly increased, and it has raised its medium- to long-term store target to 200 outlets.
emart24 initially took a relatively cautious approach when it first entered Cambodia. However, after nearly two years of operation, the company found that local consumers' acceptance of Korean brands, Korean food, and the Korean Wave lifestyle exceeded expectations, prompting it to accelerate its expansion.
As of August 2026, emart24 had opened 31 stores in Cambodia, including a Battambang outlet that opened on August 1. In addition, 20 stores are under construction and 43 locations have already been signed. The company had previously planned to raise the store count to more than 70 by the end of 2026.
Facing competition from Japanese, Thai, Chinese and Cambodian local brands, emart24 hopes to differentiate itself through a "Korean lifestyle" approach. In addition to selling Korean food and merchandise, some outlets also feature sizable dining, rest and social spaces designed to attract consumers to linger.
Unlike the "grab-and-go" consumption habits of Korean convenience stores, Cambodian consumers prefer to sit down, eat, chat and rest. The company believes this localized store model has so far received positive market feedback, with Gen Z young people emerging as one of the main consumer groups.
However, the rapid expansion has also come with competitive pressure. The company confirmed that, to date, seven Cambodia stores have closed, mainly due to market competition. Despite this, emart24 still believes Cambodia's modern convenience-store market has the potential to accommodate several hundred stores and plans to keep expanding its footprint.
