[Photo provided by Samjin Eomuk Co.]
South Korean fishcake chain Samjin Eomuk Co. will open its first store in the Philippines as it seeks to introduce its popular processed seafood dish to a wider audience.
The store will open in Ayala Malls Circuit, Makati City on Aug. 12. The mall is run by Ayala Land, one of the country’s top three retailers, and is located close to the capital Manila.
Samjin Eomuk entered Singapore in September 2017 and has since ramped up efforts to expand its presence in the region. It plans to open four more stores in the Philippines by the end of the year and branch out to Indonesia next month. It is also scoping out the Chinese market for a possible entry.
Fishcake, called “eomuk” in Korean, is a processed seafood product made of ground fish and other ingredients such as potato starch, sugar and vegetables. It can be boiled as a soup or stir-fried to make a side dish. It is also a popular street food in Korea, served on a skewer in broth.
“We plan to introduce 40 different types of eomuk to local customers with ingredients entirely sourced from Korea,” said a company official. “We want to further penetrate the Southeast Asian market with an aim to make eomuk truly global.”
Samjin Eomuk was founded in 1953 in the southeastern port city of Busan and has established itself as Korea’s leading eomuk brand.
By Lee Duk-joo and Kim Hyo-jin
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]