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E-mart, SM Entertainment launch private brand together
By Korea HeraldPublished : March 3, 2016 - 21:00
E-mart on Wednesday launched a brand inspired by the artists signed to SM Entertainment, one of Korea’s most influential showbiz agencies.
E-mart, which is run by the Shinsegae Group, is the country’s largest discount store chain.
The “SM X E-mart” collection comprises of 14 food items endorsed by SM entertainers.
This includes jjamppong, a spicy noodle soup, and jjajangmyeon, or noodles in black soy bean sauce, endorsed by EXO. There are popcorn items endorsed by Super Junior, Girls’ Generation and TVXQ, and sparkling water endorsed by SHINee and Red Velvet.
E-mart handled the manufacturing and distribution of these products through its private brand Peacock, while SM handled the product development and marketing.
“This collaboration is a completely different project from anything in Korea. This creates a synergy between a platform company and a content-driven company to inspire one another,” said Jang Young-jin, a marketing executive at E-mart.
E-mart has met challenges in its overseas operations in the past. The company had to close 20 stores in China and currently has just eight stores left there. It seems to be trying its luck once again, this time by harnessing the popularity of the Korean Wave.
“We are hoping that E-mart will become a must-visit spot among hallyu fans. They can make good memories with their favorite stars and purchase good Korean food at the same time,” an E-Mart spokesman said.
E-mart’s parent company Shinsegae Group announced that it would be investing 4.1 trillion won ($3.3 billion) to reinforcing infrastructure, new shops and platforms this year.
Meanwhile, E-mart has been enthusiastic about finding new engines for growth.
The company has launched a series of private brands, including No Brand and Peacock. It has also invited Hyundai Card to design some of its kitchen accessories.
“We believe creating a unique experience for shoppers is the way to beat the online stores and other competitors,” an E-mart insider told The Korea Herald.
SM Entertainment has been promoting hallyu through merchandise and other platforms. It collaborated with Lotte to create a SM Zone in Lotte Department Store in central Seoul, and another zone in Coex of southern Seoul.
It also runs an SUM convenient store inside its headquarters. The company also established SM F&B to run the SMT Seoul cafe in southern Seoul. The collaborative goods between E-mart and SM Entertainment will be available at SUM.
“We are also seeking ways to go overseas, and we will expand our collaboration,” an E-mart spokesman said.
By Bae Ji-sook (baejisook@heraldcorp.com)
E-mart, which is run by the Shinsegae Group, is the country’s largest discount store chain.
The “SM X E-mart” collection comprises of 14 food items endorsed by SM entertainers.
This includes jjamppong, a spicy noodle soup, and jjajangmyeon, or noodles in black soy bean sauce, endorsed by EXO. There are popcorn items endorsed by Super Junior, Girls’ Generation and TVXQ, and sparkling water endorsed by SHINee and Red Velvet.
E-mart handled the manufacturing and distribution of these products through its private brand Peacock, while SM handled the product development and marketing.
“This collaboration is a completely different project from anything in Korea. This creates a synergy between a platform company and a content-driven company to inspire one another,” said Jang Young-jin, a marketing executive at E-mart.
E-mart has met challenges in its overseas operations in the past. The company had to close 20 stores in China and currently has just eight stores left there. It seems to be trying its luck once again, this time by harnessing the popularity of the Korean Wave.
“We are hoping that E-mart will become a must-visit spot among hallyu fans. They can make good memories with their favorite stars and purchase good Korean food at the same time,” an E-Mart spokesman said.
E-mart’s parent company Shinsegae Group announced that it would be investing 4.1 trillion won ($3.3 billion) to reinforcing infrastructure, new shops and platforms this year.
Meanwhile, E-mart has been enthusiastic about finding new engines for growth.
The company has launched a series of private brands, including No Brand and Peacock. It has also invited Hyundai Card to design some of its kitchen accessories.
“We believe creating a unique experience for shoppers is the way to beat the online stores and other competitors,” an E-mart insider told The Korea Herald.
SM Entertainment has been promoting hallyu through merchandise and other platforms. It collaborated with Lotte to create a SM Zone in Lotte Department Store in central Seoul, and another zone in Coex of southern Seoul.
It also runs an SUM convenient store inside its headquarters. The company also established SM F&B to run the SMT Seoul cafe in southern Seoul. The collaborative goods between E-mart and SM Entertainment will be available at SUM.
“We are also seeking ways to go overseas, and we will expand our collaboration,” an E-mart spokesman said.
By Bae Ji-sook (baejisook@heraldcorp.com)
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Articles by Korea Herald
