E-Mart Ramps Up 'Wow Shop' Expansion, Extending Its Under-10,000-Won Price Push to Appliances

Product lineup 6-7 times larger than during pilot operation
60% of all developed products priced at 2,000 won or less
From kitchenware, beauty and health functional foods to digital products and small appliances

E-Mart is stepping up the expansion of Wow Shop, a specialty retailer of ultra-low-priced household goods. The strategy is to strengthen hypermarkets' competitiveness in non-food products by broadening its assortment, previously centered on kitchenware and home furnishings, to include beauty products, health functional foods, digital products, and small appliances.

E-Mart said on October 21 that it will open 100-pyeong Wow Shop stores at Starfield Market Wolgye and E-Mart Eunpyeong on October 22. After a pilot operation launched in December 2025 featuring around 1,300 household goods imported directly from overseas, the company is now moving to expand the business in earnest.

Wow Shop will carry more than 12,000 newly developed products. Each store is expected to offer 7,000 to 8,000 items, selected to reflect the season and the characteristics of each location. The assortment is about six to seven times larger than during the pilot operation. Prices will range from 1,000 won to 10,000 won, with around 60% of all products developed priced at 2,000 won or less.

The product lineup is designed to compete not only on price but also on quality. E-Mart has expanded its global sourcing to include the United States, Europe, Japan, and China, and secured products from more than 100 major brands through collaborations with domestic and international brands and the development of exclusive products.

Kitchenware offerings include Happycall frying pans for 5,000 won and LocknLock food storage containers starting at 2,000 won. The beauty assortment will expand to around 790 items, including Dongwha Pharm's Curefactor skincare products, which will also be offered for under 5,000 won. Health functional foods such as multivitamins and magnesium will be available starting at 1,000 won.

The store has also expanded its appliance lineup. It will offer more than 300 appliances priced at 5,000 won or less, including wired earphones, silent mice, and Bluetooth keyboards. Another 100 or so items, including air fryers, coffee makers, and carry-on suitcases, will be priced at 10,000 won.

E-Mart plans to open another Wow Shop at Starfield Market Gunsan on October 30. The company aims to open five medium- to large-sized specialty stores by the end of the year and gradually establish Wow Shop sections in E-Mart and E-Mart Everyday stores to expand its selection of ultra-low-priced products.

Hwang Ungi, head of E-Mart's merchandising division, said, "We will continue to strengthen our range of ultra-low-priced household goods by bringing together our product-planning capabilities and global sourcing expertise, offering products that satisfy customers in both price and quality."

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