AdminPopular Korean convenience store chain emart24 has announced an ambitious expansion plan to roll out five halal-certified outlets every month this year. This milestone comes as the chain’s e-kafé at Southville officially received its halal certification from the Malaysian Islamic Development Department (JAKIM), presented by Mohd Rizal Ismail, Head of the Malaysia International Halal Academy (MIHA).
During the certification ceremony, emart24 Holdings Sdn Bhd CEO Vuitton Pang emphasized the brand’s commitment to meeting the needs of Muslim consumers. “Meeting the needs of our customers has always been at the heart of what we do. Securing halal certification is a significant step in our commitment to offering trusted, high-quality Korean street food that is Muslim-friendly,” he said. Besides the Southville outlet, emart24’s e-kafé at Vista Alam in Shah Alam has also successfully obtained its halal certification.
Aggressive Expansion Plan
Emart24 is prioritizing the certification of all its existing outlets and aims to get five outlets halal-certified each month. “With our internal processes and standard operating procedures already fine-tuned, we are primed to get five outlets certified halal each month. At this rate, we aim to completely get all the outlets certified halal by next year,” Pang stated.
This commitment aligns with the growing demand for halal-certified food and beverage options in Malaysia, particularly among Muslim consumers who seek assurance on the authenticity of halal compliance. The rapid expansion plan will further strengthen emart24’s presence in the country’s convenience store market.
Commitment to Stringent Halal Standards
To achieve halal certification, emart24 has implemented rigorous processes to ensure compliance with JAKIM’s requirements. These include strict supplier vetting processes, thorough cleanliness protocols, and stringent quality control measures. Suppliers must submit extensive documentation, which is reviewed by halal executives and uploaded to JAKIM’s official portal.
Religious scholar Ustaz Datuk Dr Hj Zahazan bin Mohamed, who attended the ceremony, commended emart24’s dedication to ensuring halal compliance. “This halal certification of emart24 reflects its genuine dedication to meeting the highest standards of quality and hygiene while respecting the desires of Muslim consumers. I am certain this will further strengthen the trust and bond that emart24 has built up with its Muslim customers,” he said.
Strengthening Market Presence
With over 80 outlets nationwide and more than 800,000 monthly transactions, emart24 continues to attract a growing customer base with its Korean-inspired snacks, beverages, and ready-to-eat meals. The halal-certified initiative is expected to enhance its appeal among Muslim consumers and reinforce its position as a market leader in Malaysia’s convenience store landscape.
Owned by South Korea’s Shinsegae Group, emart24 is the fastest-growing convenience store chain in South Korea, boasting over 7,000 outlets in various formats. Malaysia became its first overseas market in 2021. The brand’s “Hello, Neighbour” tagline underscores its commitment to being an accessible and community-friendly convenience store.
To celebrate the latest halal certification milestone, emart24 will hold special promotions at its Southville outlet this weekend, offering exclusive deals and discounts. “We are committed to providing offerings that ensure all Malaysians can feel confident in our products as we embark on this halal journey,” Pang added.
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