Cambodia & Retail; Emart24, strategic expansion

South Korean convenience store chain Emart24 continues to strengthen its presence in Cambodia with the recent opening of its seventh outlet in the capital, Phnom Penh. This rapid expansion not only reflects the growing demand among Cambodian consumers for Korean products and culture, but also illustrates the strong momentum of the country's modern retail sector.

Officially opened on 11 September 2025 in the Russey Keo district on Chea Sophara Road (598), this new Emart24 store offers a diverse range of Korean groceries, freshly brewed coffee, snacks, cosmetics and exclusive items such as ‘No Brand’ and ‘Ime’. The customer experience is further enriched by an immersion in Korean popular culture, including weekly K-Pop playlists, reinforcing the brand's appeal to young urbanites with a taste for Asian trends.

Emart24's entry into the Cambodian market dates back to June 2024, with an initial presence in the busy shopping district of Boeung Keng Kang. In just over a year, the chain has managed to open seven shops in the capital. This pace of expansion is accelerating as thirteen new locations are planned in Koh Pich, Norea, Takmao, Santhomuk and Beung Trabek, with the ambition of reaching 20 shops by the end of 2025. This strategy reflects our firm belief in the potential of local consumption, as well as in the growing strength of organised retail in Cambodia.

In addition to selling food and non-food products, Emart24 aims to create a complete ‘Korean cultural experience’. The launch of a 24-hour mobile delivery service is a major asset in capturing the modern urban consumer's appetite for speed and convenience. The service allows customers to order directly from delivery partners, a fast-growing trend in the South East Asia region.

This growth is also taking place against a favourable macroeconomic backdrop. By 2025, Cambodia's economy will have grown by an estimated 5.8% according to forecasts by the International Monetary Fund, underpinned by increased foreign investment, industrial diversification and an expanding consumer market. The retail sector in particular is benefiting from this dynamic, driven by a growing middle class and rapid urbanisation.

In addition, Emart24, a subsidiary of the Shinsegae group, a major South Korean conglomerate with nearly 7,000 outlets in the Asia-Pacific region, is taking advantage of the experience it has acquired internationally to adapt its offering to the Cambodian market. The brand is also emphasising the promotion of local Khmer products on its shelves, thereby fostering an alliance between local culture and Korean influence. This approach helps to promote Cambodian producers in an increasingly competitive sector.

In socio-economic terms, Emart24's expansion is making a significant contribution to job creation. According to Heng Sengly, Managing Director of Saïhan Partners, a local franchise operator, around 450 jobs for local young people will be generated by the forthcoming openings, providing stable incomes and opportunities for skills development. This dynamic is in line with the government's objectives of combating poverty and promoting employment in urban areas.

This development of modern commerce in Cambodia is part of a wider trend in the country's retail sector. According to recent analyses, the Cambodian retail market is experiencing annual growth of close to 10%, driven by new consumer habits and the digitalisation of associated services, particularly home delivery. The competitive landscape is seeing the arrival of international players adopting innovative models combining cultural experience, technology and strategic local partnerships.

In short, Emart24's rapid expansion in Phnom Penh and surrounding towns illustrates Cambodia's attractive potential for foreign investors in the retail sector. The successful marriage of Korean culture and Cambodian economic reality provides a striking example of the new forms of transnational commerce that are redefining urban consumption patterns in Southeast Asia.