Samjin Food is moving to penetrate the Chinese market by simultaneously expanding its offline stores and distribution channels. By opening a store in Shanghai to broaden contact points with consumers, the company plans to expand product supply through major distribution channels such as Costco, Hema, and Lawson, while also pursuing entry into inland regions of China.

Samjin Food officially opened “Samjin Eomuk Huadong No. 1 Store” on the B2 floor of New World Dahwan Department Store on Nanjing East Road in Huangpu District, Shanghai, on the 16th. The store has an area of about 40㎡ (12.1 pyeong). Located near Nanjing Road, Shanghai’s prime shopping street, and the tourist attraction The Bund, the company aims to raise brand awareness among local consumers and tourists.

The store operates as a hot deli format, preparing products to order. It sells nine hot deli items including fish cake croquettes and hot bars, two types of stir-fried fish cake, one type of soup fish cake, and two beverages. It has also introduced menu items tailored to local tastes, such as cheese croquettes and rosé stir-fried fish cake. During the soft opening period prior to the official launch, daily sales on some business days reached 200% of the target.

Along with store expansion, the company is also pursuing diversification of its distribution channels. Through local import and distribution partners, Samjin Food supplies its fish cake bar product “Soonsal Bar” to Costco, Hema, Lawson and others. At the end of last month, it placed large-volume Soonsal Bar products in two Costco stores in the Shanghai area. Lawson is selling Soonsal Bar at about 1,300 stores in Shanghai and surrounding areas, and the products are also being offered at Hema stores in the Shanghai area.

Samjin Food plans to expand its product lineup within existing distribution channels while broadening its sales network into inland regions of China. It is pushing to list additional Soonsal Bar products at Lawson and is in talks for new placement with Henan-based distributor Pangdonglai. The company intends to expand the distribution base established around Shanghai and the Huadong (East China) region to other areas.

Beyond China, Samjin Food operates overseas stores in Indonesia, Vietnam, and Australia, and sells products through local distribution channels in countries such as the United States. Having expanded both stores and distribution networks in overseas markets, Samjin Food plans to broaden its business base in China as well by adding more stores and diversifying distribution channels.

Samjin Food plans to use the Shanghai store as a base for expanding in the Chinese market. It intends to refine its operating model based on local consumer product preferences and store operation data, and to push for additional store openings in China by 2026. The company aims to strengthen its Chinese business foundation by expanding both stores and distribution channels.

Park Yong-jun, CEO of Samjin Food, said, “We will continue to introduce products that reflect local consumer preferences and market characteristics, and enhance the brand competitiveness of Samjin Eomuk in the Chinese market.”

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