“When I come here, I can shop, have a meal, and enjoy various activities, so I visit at least three to four times a month.”

On the 30th of last month, Ms. Trinh Thi Bich Thanh (20), whom we met at Emart Gò Vấp in Ho Chi Minh City, Vietnam, said this. Ms. Bich Thanh visited Emart with her family that day to purchase daily necessities. She stated, “Even compared to market prices, I find Emart's prices quite reasonable,” and added, “I also enjoy eating Korean foods like tteokbokki, kimbap, and chicken sold here because they are delicious.”

There is a K-food craze in Vietnam. Previously, the strategy was to open stores and localize menus, but now the trend is to offer tteokbokki, kimbap, etc., as a kind of 'K-content' in offline distribution networks like marts and convenience stores, targeting the younger generation.

● Emart gains popularity with 'K-food'

Emart is a prime example. Emart operates a 'K-Corner' within the Gò Vấp store, promoting 'Korean food culture experience' as a store operation strategy. Korean food is utilized not just as food but as a kind of offline experience content. At the K-Corner, they sell tteokbokki, fish cake, hotteok, whole squid tempura, rolled pork belly, jokbal, lunch boxes, and popular Korean dessert menus like yogurt ice cream and coin bread.

By the evening of the visit, kimbap was already sold out at the Emart Gò Vấp. Approximately 1,500 rolls of kimbap are sold daily at the Gò Vấp store. An Emart representative explained, “About 1,400 chickens and 1,300 plates of tteokbokki are sold daily,” adding, “The uniquely spicy and sweet Korean taste is popular, and the convenience of enjoying snack foods makes them popular among the younger generation.”

Local employees are also realizing the changed status of K-food. Tin Nguyen, a manager (40) working at the deli corner of Emart Gò Vấp, said, “In 2010, Korean food was mainly sought by the middle-aged in Vietnam, but now it has become a popular daily snack among the younger generation,” adding, “The perception that Korean marts manufacture in a clean and hygienic environment has spread, leading to many regulars visiting the K-Corner daily.” From January to October this year, sales at Emart Gò Vấp increased by 5.3% compared to the same period last year, with the fresh food category, including K-food, rising by 6.1%.

● Bringing 'street food culture' to convenience stores

Convenience store GS25, which first entered Vietnam by opening its first store in Ho Chi Minh in 2018, is implementing a similar strategy. GS Retail has set up tasting spaces within convenience stores, allowing customers to enjoy local foods and Korean-style prepared foods like tteokbokki, kimbap, and lunch boxes conveniently, considering Vietnam's street food culture. Some stores are operated as K-food specialized stores.

According to GS Retail, the top five products in terms of sales in Vietnam are all GS25 private brand (PB) and Korean brand products, including tteokbokki, bulgogi cheese rice balls, and Korean-style chicken rice bowls.

As more locals seek Korean food, performance is rapidly increasing every year. GS25's sales in Vietnam soared from KRW 2.957 billion in 2018 to KRW 110.434 billion last year. A GS Retail representative stated, “In Vietnam, convenience stores serve as restaurants, cafes, and rest areas,” adding, “Since entering in January 2018, the number of stores has increased to 394 as of September this year, quickly establishing a presence in Vietnam.”

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