BGF Retail, the operator of convenience store CU, said on the 13th that it opened its first store in Hawaii, the "CU Downtown" location.
CU in Hawaii applied a second-generation global format with the concept "K-food meets Aloha," adding local sensibilities to the product strength of a Korean-style convenience store. The CU Downtown store, about 70 pyeong in size, is located in an office-dense area, making it possible to capture broad demand from office workers, tourists and local customers. In particular, the store design features patterns by Hawaii's representative artist Sig Zane to enhance the local vibe.
The product lineup was also differentiated. CU's private brand (PB) products were introduced in large numbers, ranging from gim bugak to ramen, instant rice and Delape pouch drinks. It also exports and sells Yonsei Milk cream bread, Knotted donuts and popular Korean highballs. Limited-edition souvenirs were prepared, including CU Friends character "K-Roo" goods and tumblers and mugs in collaboration with Sig Zane.
Ready-to-eat meals were organized into three lineups: K-original, fusion and local menus. In addition to Korean-style items such as Jeonju bibim and tuna mayo, it introduced a kimchi-galbi lunch box created in collaboration with Chef Sheldon Simeon, who appeared on the American cooking survival program "Top Chef." Localized menus also include Hawaii staples like spam musubi and loco moco. To secure competitiveness in the coffee market, it partnered with a specialty roasting coffee shop to sell made-to-order coffee and whole-bean products.
Elements for experiencing the K-lifestyle were also strengthened. A K-beauty specialty zone offers more than 40 skincare and makeup products with strong overseas recognition, and K-food experience content such as a ramen library and tteokbokki meal kits was introduced. An instant photo kiosk reflecting the tastes of Millennials and Gen Z was also installed to lengthen visit time.
BGF Retail, over the past five months, transferred key know-how such as logistics, food manufacturing and operating systems to WKF to support the buildout of local infrastructure. Retail tech was also applied, including self-checkout and food safety management based on Time-PLU (a fresh food expiration-date check system).
In May, BGF Retail laid the groundwork for entry into the United States by signing a master franchise (MFC) agreement with CU Hawaii LLC, established by local partner WKF. Under this structure, BGF Retail provides brand licensing and operating know-how, while the local partner handles store openings and operations.
Starting with the Downtown store, the company plans to quickly expand stores in key commercial districts and residential areas such as Waikiki and Ala Moana, aiming for 50 locations within three years. Vice Chairman Hong Jeong-guk of BGF Retail said, "We will showcase the taste, sensibility and innovative experiences of Korean convenience stores in Hawaii," adding, "We will grow CU into a global K-culture platform."