Emart Opens First No Brand Store in Mongolia... Expanding 'K-Distribution Export Platform'

Opening the Largest Overseas Specialty Store in Ulaanbaatar... Expansion to 15 Stores by 2028
70% of No Brand Products Manufactured by SMEs
Strengthening Its Role as a "K-Distribution Platform"

Emart is taking the lead in expanding overseas sales channels for domestic small and medium-sized enterprises (SMEs) by leveraging its No Brand specialty stores.

On July 10, Emart announced that it would open the first No Brand specialty store, the "City Hall Branch," in Yarmag New Town, Ulaanbaatar, Mongolia. The store covers approximately 836 square meters (253 pyeong), making it the largest among overseas No Brand specialty stores. The store offers more than 1,100 types of No Brand products, as well as a total of over 5,000 items including Korean and local products.

This store launch is part of Emart's strategy to strengthen its role as a K-product export platform, building on a decade of business achievements in Mongolia. Since about 70% of No Brand products are manufactured by domestic SMEs, the expansion of these stores directly leads to broader overseas market opportunities for Korean SMEs.

Emart is also strengthening its cooperation with the government. This year, Emart was selected for the "Overseas Expansion Support Project for Retail Companies" by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA). In addition, Emart signed a business agreement with its local partner, SKY Hypermarket LLC, to expand sales of Korean products and carry out joint marketing initiatives.

Mongolia is a market characterized by urban concentration, with about half of its 3.5 million population residing in the capital, Ulaanbaatar. Due to long winters and traffic congestion, there is strong demand for one-stop shopping experiences that combine retail, dining, and cultural activities.

Since opening its first Mongolian store in 2016, Emart has been operating six locations in the country. The average number of weekend visitors reaches 30,000 per day, and the local operator, SKY Hypermarket LLC, has improved its corporate ranking from 62nd in 2017 to 21st last year.

The local response to No Brand products has also been positive. Last year, sales of No Brand products in Mongolia surpassed 10 billion won, and this year the figure is expected to exceed 12 billion won.

Starting with this first specialty store, Emart plans to expand the number of No Brand specialty stores in Mongolia to 15 by 2028 and establish a dedicated logistics cluster. In the long-term, the company aims to open 50 stores within 10 years to build a nationwide distribution network throughout Mongolia.

Han Chaeyang, CEO of Emart, stated, "We are introducing a new growth engine with the No Brand specialty store, based on our accumulated retail know-how and customer trust in the Mongolian market over the past decade," adding, "We will continue to expand our role as a K-distribution platform that supports the overseas expansion of high-quality domestic products."

This content was produced with the assistance of AI translation services.