What Emart24 Holdings does

Emart24 Holdings Sdn Bhd is a Malaysian private company operating a chain of Korean-inspired convenience stores under the emart24 brand, with a corporate headquarters in Subang Jaya, Selangor, and 100+ retail locations spanning 12 Malaysian states including Kuala Lumpur, Selangor, Penang, Johor, and others. The company sells ready-to-eat meals, Korean street food (Cupbap rice bowls, Cupdak, gimbap, pau, Snow Bingsu), pastries via the Reserve Café in-store concept, soft serves, and direct-from-Korea packaged snacks and beverages. Its customer base is Malaysian urban and suburban consumers, including university students, working professionals, and Muslim consumers served through 35+ JAKIM halal-certified e-kafe outlets.

The technology backbone is the proprietary emart24 MY mobile app (iOS and Android), which functions as the company's loyalty and ordering platform: members earn points at RM1 = 10 points, redeem rewards, collect stamps, and access exclusive promotions including 24% monthly member deals and birthday treats. The app supports in-app ordering for delivery and self pick-up, and integrates QR-code membership scanning at POS plus Malaysia's LHDN e-invoice system for tax compliance from January 2025. Third-party delivery is enabled through GrabFood and Foodpanda integrations.

The business model is primarily transactional retail revenue from in-store product and prepared-food sales, supplemented by app-driven loyalty engagement that aims to increase visit frequency and basket size. Unit pricing on ready-to-eat items ranges from RM4.50 (sandwiches) to RM17.90 (combo meals), delivery carries a RM7 fee on a RM35 minimum order, and the company runs frequent promotional campaigns (Haru Haru Friday deals, 6.6 deals, FIFA World Cup deals, PWP up to 60% off, K-pop Treasure collaborations) to drive footfall. The company is privately held under Registration No. 202001000122 (1356441-A), with no parent company, venture funding, or revenue figures disclosed in the source data.

Name

Emart24 Holdings

Legal name

Emart24 Holdings Sdn Bhd

Website

https://emart24.com.my

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Emart24 Holdings operates a chain of 100+ Korean-inspired convenience stores across Malaysia, selling ready-to-eat meals, street food, and packaged snacks to urban and suburban consumers through owned retail locations and a proprietary mobile loyalty app.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Convenience Retailers (445131), Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513)

SIC

Retail-Convenience Stores (5412), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Convenience Retail with Parcel & Pickup Services (PUDO/Lockers) (CRAHABAL)

akta.pro secondary industries

Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Grocery & Food Omnichannel (CRAFAEAE)

Keywords

• Convenience store retail
• Korean street food
• Ready-to-eat meals
• Loyalty mobile app
• Halal-certified retail

Headquarters

HQ city

Selangor

HQ country

Malaysia

HQ region

Asia

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales: Sale of convenience store products including Korean snacks, beverages, ready-to-eat meals, street food, pastries, and soft serves across all emart24 outlets in Malaysia. Revenue generated through point-of-sale transactions in physical stores and via the mobile app.
2. Food and Beverage Sales: Hot food items including Cupbap (rice bowls), Cupdak, gimbap, pau, Korean street food, and beverages sold at counters and through the Reserve Café concept. E-kafe halal-certified food and drinks category.
3. Loyalty Program Engagement: The emart24 MY app drives customer retention and increased basket size through points collection, exclusive member deals, and promotional campaigns. Points expire annually with 5,000 point carry-forward limit, creating urgency for redemption.
4. Delivery Services: Third-party delivery integration through GrabFood and Foodpanda for app-based orders, with delivery fee of RM7 capped at RM7 for orders above RM35 minimum spend.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Emart24 Holdings operates a chain of Korean-themed convenience stores across Malaysia, offering ready-to-eat meals, Korean street food (Cupbap, Cupdak, gimbap, pau), pastries, and imported Korean snacks and beverages. The company runs 100+ physical outlets, an in-house mobile loyalty/ordering app (emart24 MY), and halal-certified e-Kafe counters, with distribution supplemented by GrabFood and Foodpanda delivery partnerships.

Product overview

Emart24 Holdings operates a convenience store chain offering a diversified portfolio of products centered around Korean-inspired food and beverages. The core offering consists of the emart24 MY App (loyalty and ordering platform), Ready-To-Eat meals, Street Food (Cupbap, Cupdak, hot snacks, Pau, Snow Bingsu), and Reserve Café pastries. Selected outlets feature e-Kafe Halal certified food counters. The loyalty programme enables points collection (RM1 = 10 points) and stamp redemption. The company operates as a multi-format retail business with stores across Malaysia featuring varying formats including e-kafe halal outlets, reserve cafés, and standard convenience store layouts.

Differentiator

Problem solved

Functional benefit

Products and services

• emart24 MY Mobile App Mobile loyalty and ordering application for iOS and Android allowing customers to collect points (RM1 = 10 points), redeem rewards, track stamps, access exclusive in-app promotions, and place orders for delivery (RM7 fee, minimum RM35) or self pick-up. Targeted at Malaysian retail consumers.
• emart24 Rewards Loyalty Programme Membership-based rewards programme offering points on purchases, stamp cards, e-coupons, and exclusive member deals, accessible via the emart24 MY app with QR-code membership at point of sale.
• Ready-To-Eat Meals Convenience food category featuring Korean-inspired quick bites including cold brew coffees, sandwiches (tuna mayo, egg mayo, chicken cheese, kimchi chicken, etc.), gimbap varieties, and soft serves for on-the-go consumers.
• Korean Street Food Korean street food offerings including Cupbap rice bowls, Cupdak crispy chicken cups, hot snacks (sausages, eomuk fish cakes, cheesy tteokbokki, Korean chicken fries), pau steamed buns, and Snow Bingsu shaved ice desserts.
• Reserve Café In-store café concept offering coffee, pastries (cheesy sausage pastry, chocolate twist danish, cinnamon roll danish), croffles (caramelised almond, cinnamon sugar, dark chocolate, white chocolate almond), and danish varieties.
• e-Kafe Halal Counter JAKIM halal-certified counter food and drinks category at selected emart24 outlets, featuring Korean-inspired menu items freshly prepared under Islamic dietary requirements for Muslim consumers.
• Seoul Sweet Sundaes New soft-serve sundae product line launched at emart24 Malaysia including Vanilla Butterscotch Butter Cookie Sundae, Vanilla Butterscotch Choco Chip Sundae, Coffee Jelly Sundae, and Mango Jelly Sundae, available at selected stores with intro promotional pricing (RM3.90/RM6.90).

Quantifiable outcome

• Halal certification expansion: 5 outlets per month
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, supporting and core.

• Treasure (K-pop group)flagshipGTM or Marketing Partner · 5 August 2022Collaborative marketing partnership with YG Entertainment's K-pop group Treasure for exclusive brand products and promotional campaigns. The collaboration included exclusive snack products and beverages available at emart24 outlets, generating significant media coverage and social media engagement.
• GrabFoodsupportingChannel Partner/ Reseller/ DistributorThird-party food delivery partnership enabling emart24 customers to order products through the Grab platform. GrabFood handles delivery logistics while emart24 products are offered through the Grab interface.
• FoodpandasupportingChannel Partner/ Reseller/ DistributorThird-party food delivery partnership enabling emart24 customers to order products through the Foodpanda platform. Foodpanda handles delivery logistics while emart24 products are offered through their interface.
• JAKIM (Jabatan Kemajuan Islam Malaysia)coreOthersGovernment halal certification authority. emart24's e-kafe outlets undergo JAKIM halal certification process with strict supplier vetting, cleanliness protocols, and quality controls. Certified outlets display JAKIM halal certification.
• LHDN (Lembaga Hasil Dalam Negeri Malaysia)coreOthersMalaysian tax authority for LHDN e-invoice system integration. emart24 provides digital receipts compliant with LHDN requirements for transactions from January 2025 onwards.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• 99 Speedmart Sdn Bhd: One of Malaysia's largest mini-market chains with 2,000+ outlets focused on neighborhood convenience. Directly comparable on store format, value pricing, and Malaysian multi-state retail footprint, though with a more discount-oriented assortment.
• FamilyMart Malaysia: Japanese-origin convenience store chain operating in Malaysia, comparable on small-format retail, ready-to-eat food offerings, and franchise-led market entry model. Direct competitor for urban and university catchments.
• KK Super Mart Sdn Bhd: Fast-growing Malaysian convenience store chain with hundreds of locations, comparable small-format retail proposition and aggressive Malaysian expansion. Direct competitor in neighborhood catchments.
• 7-Eleven Malaysia Holdings Berhad: Largest convenience store chain in Malaysia with 2,500+ outlets, operating as licensee of 7-Eleven. Directly comparable on store format, customer demographic, and convenience retail mechanics; emart24 competes head-to-head for footfall and real estate.
• myNEWS Holdings Berhad: Malaysian-listed convenience store chain operating myNEWS and CU branded stores with a similar small-format, ready-to-eat and packaged goods proposition and multi-state Malaysian footprint. Directly comparable on store format, customer demographic, and prepared food strategy.

Regional players

• GS Retail (GS25): Parent operator of Korea's GS25 convenience store chain, with international expansion across Indonesia, Vietnam, and Mongolia. Closest Korean peer to emart24 in terms of brand-led convenience retail and Asian market expansion.
• Lawson Malaysia: Japanese-origin convenience store chain with a presence in Malaysia via franchisees, comparable on small-format retail and ready-to-eat prepared food offerings. Asian-origin franchise competitor in the same operating environment.
• BGF Retail (CU): Parent operator of Korea's CU convenience store chain and Malaysian operator via myNEWS. Highly relevant peer given the shared Korean convenience store DNA, franchise structure, and international expansion model that informs emart24's playbook.

Broad incumbents

• DFI Retail Group: Asian retail conglomerate operating 7-Eleven and other convenience/grocery banners across Hong Kong, Singapore, Malaysia, and beyond. Relevant as the broad incumbent parent that controls the largest Malaysian convenience competitor and shapes supplier economics across the region.

Others

• AEON Big (M) Sdn Bhd: Malaysian hypermarket and supermarket chain offering prepared foods, snacks, and grocery items in a larger format. Adjacent competitor for grocery share, supplier relationships, and prepared food category mindshare, though not a direct convenience store peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/emart24.my
• Instagraminstagram.com/emart24.my
• TikToktiktok.com/@emart24.my?lang=en
• LinkedInlinkedin.com/company/emart24-my

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Emart24 Holdings