Emart24 said on the 16th that it will open a specialized store, "K-Food Lab Myeong-dong," on the 18th in Seoul's Myeong-dong commercial district, a hotspot for foreign tourists, where visitors can experience K-food, K-beauty, K-pop (POP), and more in one place.
The store spans about 39 pyeong (129㎡) and operates 24 hours. Targeting demand from 20 million inbound foreign tourists, it focuses on instant noodles as the core category and strengthens elements for experiencing various K-contents.
The store also offers convenience features such as dedicated gift sets and differentiated products for foreign customers, foreign-language guide signs, a tax-free kiosk, and an unmanned currency exchange service.
On the second floor, a "ramen archive (Archive)" has been created, exhibiting about 170 types of ramen. Alongside products from six major domestic ramen manufacturers, regional specialty ramen from places such as Gunsan and Jeju and imported ramen from countries including Japan and Indonesia are also displayed. A separate "K-food zone" tailored to ramen culture has been set up, and the level of spiciness is divided into four stages and indicated on product information cards.
On the first floor, in addition to a typical convenience store space, there is a popup zone featuring beauty brands and character goods and a K-culture zone selling K-pop idol merchandise. Exclusive curated sets for "K-Food Lab Myeong-dong," suitable as gifts, are also sold.
Yang Ho-seung, managing director of MD at Emart24, said, "We hope 'K-Food Lab Myeong-dong' will establish itself as a new shopping landmark for foreign customers, leveraging its locational strengths, distinctive scenery, and diverse attractions."