emart24 Malaysia Halal K-Food Expansion 110 Stores 2026

Korean convenience chain emart24 has expanded its halal-certified culinary offerings across Malaysia by appointing content creator Maryam You Narae as brand ambassador and launching the K-Rasa fusion menu. Operating 110 stores nationwide, the retailer is tapping into a digital audience of over 47 million view impressions.

[KUALA LUMPUR, Malaysia, Oct 7, 2026] — South Korean convenience retail operator emart24 has launched a major culinary and cultural initiative across Malaysia, formalizing a brand partnership with digital personality Maryam You Narae (known online as Maryam DurianKimchi).

The collaboration anchors the retail brand’s "Two Worlds, One Seoul" ("Dua Dunia, Satu Seoul") campaign, coinciding with the nationwide rollout of the fully halal-certified K-Rasa Fusion of Flavours menu and the budget-focused Jemart Value product line across emart24’s 110-store Malaysian network.

Operational & Brand Factor	Official Detail / Metric	Strategic & Commercial Context
Retail Operator	emart24 Holdings Sdn Bhd	Chief Executive Officer: Vuitton Pang
Brand Ambassador	Maryam You Narae (@uyounik)	Korean Muslim revert living in Malaysia >6 years
Social Media Reach	>47 million TikTok views, >2M followers	Connects local consumers with Korean lifestyle
Store Footprint	110 operational stores in Malaysia	Store total verified as of September 15, 2026
Campaign Theme	"Two Worlds, One Seoul"	Integrates Korean heritage into Malaysian lifestyle
Menu Certification	100% Halal-Certified	Targets Muslim-majority retail food demographic
Value Meal Pricing Tiers	RM5.90, RM6.90, RM7.90	Jemart line targeting commuters & students

Maryam You Narae Partnership Anchors Cross-Cultural Culinary Strategy

Originally from Seoul, Maryam You Narae relocated to Malaysia over six years ago after marrying her Malaysian husband, Rizal. Through digital content detailing her family life with children Rina and Rian, she has cultivated an online following exceeding two million social media followers and over 47 million video views on TikTok.

Her appointment as emart24 brand ambassador aims to position Korean food items as everyday lifestyle choices for Malaysian households rather than occasional specialty dining experiences. As a Muslim revert, her involvement emphasizes strict halal compliance for Korean food products entering the Malaysian retail ecosystem.

Vuitton Pang, Chief Executive Officer of emart24 Holdings Sdn Bhd, highlighted the strategic value of the ambassador collaboration.

"Maryam brings a warmth and authenticity that makes Korean culture feel close to home for Malaysians," Pang said. "With 'Two Worlds, One Seoul', we are celebrating what happens when Korean culture meets Malaysian everyday life."

Responding to the appointment, Maryam You Narae emphasized the importance of halal assurance in Korean dining.

"As a Muslim revert who loves Korean food, halal matters to me—and they get that," Maryam stated. "Cooking K-food for Rina and Rian has always been my joy, and now I get to share that same joy with all Malaysians."

K-Rasa Menu Introduces Halal Fusion Tteokbokki and Gochujang Udon

Debuting across the store network on September 15, 2026, the K-Rasa Fusion of Flavours menu introduces contemporary culinary twists to traditional Korean comfort foods. The entire range carries official halal certification to meet Malaysian dietary standards.

Menu Item	Ingredients & Flavor Profile	Culinary Format & Positioning
K-Pizza Tteokbokki	Chewy rice cakes, pizza sauce, gochujang, bulgogi chicken, mozzarella	Fusion of Korean rice cakes and Italian-style pizza
K-Reamy Korean Udon	Udon noodles, creamy gochujang sauce, kimchi, mozzarella, chicken, onsen egg	Rich, savory noodle dish served in convenient packaging
Strawberry Pop Yogurt Milk	Strawberry yogurt milk, popping boba pearls	Inspired by traditional Korean Hwachae fruit punch
Mango Pop Yogurt Milk	Tropical mango yogurt milk, popping boba pearls	Refreshing fruit-forward sweet beverage format

The savoury menu features K-Pizza Tteokbokki, which pairs Korean rice cakes with pizza sauce, gochujang, bulgogi chicken, and melted mozzarella. Another core offering, K-Reamy Korean Udon, combines udon noodles in a creamy gochujang sauce topped with kimchi, chicken strips, mozzarella, and an onsen egg.

The beverage collection incorporates sweet, fruit-forward profiles designed around the Korean Hwachae dessert tradition. Offerings like Strawberry Pop Yogurt Milk and Mango Pop Yogurt Milk combine yogurt milk bases with bursting popping boba to provide interactive beverage choices.

Jemart Value Range Addresses Inflation With RM5.90 to RM7.90 Price Tiers

Alongside the premium K-Rasa menu, emart24 expanded its budget-conscious Jemart Value product line to support cost-sensitive consumers.

The Jemart line features ready-to-eat meals and beverages structured at fixed price points of RM5.90, RM6.90, and RM7.90. This pricing framework targets daily commuters, university students, and office workers seeking affordable lunch and snack alternatives amid rising living costs.

By combining affordable entry points with specialty K-food products, emart24 aims to capture broader foot traffic across urban transit nodes and residential commercial centers.

Physical Network Reaches 110 Stores Nationwide Across Malaysia

The menu rollout coincides with sustained retail store expansion. As of September 15, 2026, emart24 operated 110 commercial stores across Peninsular Malaysia.

Operational Pillar	Expansion Objective	Long-Term Commercial Roadmap
Network Growth	Maintain 110-store retail footprint	Strengthen convenience store market share
Product Co-Creation	Co-develop halal dishes with ambassador	Launch Maryam-endorsed private label products
Loyalty Integration	Exclusive emart24 VIP App merchandise	Drive digital app downloads & member retention
Multichannel Marketing	In-store visuals & digital video campaigns	Build sustained engagement across social media

Company updates indicate that future phases of the partnership will extend beyond promotional marketing into co-developed halal food recipes, private-label food collections endorsed by Maryam, exclusive merchandise for emart24 VIP app members, and consumer meet-and-greet events.

Why This Matters: What It Means for Traveler Logistics and Itineraries

For international travelers, halal-conscious vacationers, and food enthusiasts visiting Malaysia, the expansion of emart24 delivers several practical benefits:

For Muslim travelers seeking K-food: The 100 percent halal certification across emart24's 110-store network provides guaranteed halal-compliant Korean dishes without needing specialized dining reservations.
For budget-conscious commuters and backpackers: The Jemart Value range offers ready-to-eat meals priced between RM5.90 and RM7.90, making high-quality quick meals accessible near major transit hubs in Kuala Lumpur and major cities.
From a regional food trend perspective: The "Two Worlds, One Seoul" fusion menu illustrates how global food trends adapt to local Southeast Asian cultural preferences, blending Korean gochujang with local Malaysian taste profiles.