"Enjoy It Your Way"... Samjin Fish Cake Opens New Fish Cake Soup Store at Shinsegae Outlet Siheung Branch

by Kim Yongu

Published 05 Feb.2026 14:34(KST)

Busan-based local company Samjin Fish Cake is opening a new flagship store in the greater Seoul area.

Samjin Fish Cake (CEO Park Yongjun) announced on February 5 that it has opened a new store at the Shinsegae Premium Outlet Siheung Branch in Siheung, Gyeonggi Province.

The Shinsegae Outlet Siheung Branch store has a floor area of about 22 pyeong and is located in the Taste Village on the first floor of the outlet. It is characterized by a setup that allows customers to choose their own broth, fish cake, and toppings. It is an upgraded format compared to existing stores that focused mainly on selling packaged fish cakes.

For fish cake soup, customers can choose from three types of broth: Original, Spicy, and Tonkotsu. They can also choose from three types of fish cake skewers: Octopus Fish Cake, Assorted Skewers, and Vegetable Skewers, and then add toppings such as Cheese Sticks, Fried Tofu Mochi Pouches, Eggs, and Konjac according to their preferences. By letting customers create their own combinations, the range of choices has been expanded.

To celebrate the store opening, Samjin Fish Cake is running a promotion through February 16. During the event period, it will offer a “4+1” giveaway on steamed fish cakes and a 30% discount on assorted seafood fish cake soup.

Lee Yuhwan, Head of Store Business at Samjin Fish Cake, said, “The Shinsegae Outlet Siheung Branch is designed so that customers can choose and enjoy fish cakes tailored to their own tastes,” adding, “We will continue to expand customer experiences, focusing on our offline stores.”

The operating hours of the Shinsegae Outlet Siheung Branch are from 10:30 a.m. to 8:30 p.m. They may vary slightly depending on the season.

Samjin Fish Cake received the Minister of SMEs and Startups Award at the “2024 Korea 100-Year Enterprise” hosted by the Ministry of SMEs and Startups. It ranked first for five consecutive years in the processed seafood category of the “Korea Brand Power Index (K-BPI)” survey and was also selected as No. 1 in the fish cake category at the “2025 Brand Customer Loyalty Awards.”

Samjin Eomuk, Shinsegae Outlet Siheung Branch.