By Google Inc,Kim Yun

Copyright chosun

E-Mart24 becomes the first Korean convenience store to enter Laos.

E-Mart24 announced on the 28th that it signed a master franchise agreement with KorAO Group at the company’s headquarters in Vientiane, Laos, on the 25th. fig0

A master franchise is a method where the franchisee contracts with a local company to sell operating rights in a specific region instead of expanding overseas directly.

KorAO Group, founded by Chairman Oh Se-young, is known as the largest private company operating in Laos. E-Mart24 plans to convert approximately 50 existing KOK KOK MINI stores operated by KorAO Group into E-Mart24 outlets while also opening new stores.

Laos, with a population of 7.5 million, is evaluated as having high growth potential for convenience stores due to its rich tourism resources and sustained economic growth, despite a lack of small-scale distribution channels. An E-Mart24 representative explained, “Interest in K-Culture is rising among Laos’ younger generation,” adding, “We expect the convenience store, which offers K-Food, beauty products, and other Hallyu (Korean Wave) content, to attract significant local attention.”