Department store opened on Nanjing Road, Shanghai's representative shopping street… Expansion of local consumer contact points Achieved up to 200% of daily target sales during the temporary opening period... Confirming local consumer response, supplying 'Sunsalba' to major Chinese distribution channels such as Costco, Herma, and Lawson… Expanding China's inland distribution network, establishing a local customized store operation model... Planning to open follow-up stores in China in 2026
Samjin Food (0013V0), which operates Samjin Fish Cake, opened 'Samjin Fish Cake's first Hwa-dong store' in Shanghai, China and began expanding its local business. We will expand consumer contact points with instant cooking stores and expand product supply through large supermarkets and convenience stores.
Samjin Food announced on the 19th that it officially opened its first Hwadong store on Nanjing East Road, Huangpu District, Shanghai on the 16th. The store is located on the second basement level of the department store 'New World Dawan Department Store' and is approximately 40㎡ (12.1 pyeong) in size. Located near Nanjing Road, Shanghai's representative shopping street, and the tourist attraction The Bund, we plan to increase brand awareness among tourists, nearby residents, and office workers.
The first Hwa-dong branch operates as a 'Hot Deli' store that cooks and delivers products after receiving orders. It is differentiated from domestic directly managed stores and allows customers to enjoy freshly cooked, warm fish cakes on site. A standardized operating model considering operational efficiency and future store expansion was also applied.
The sales menu consists of 9 types of hot deli including fish cake croquette and hot bar, 2 types of fish cake stir-fry, 1 type of fish cake, and 2 types of drinks. We prepared an easy-to-eat ready-to-eat menu focusing on our representative product, fish cake croquette, and introduced cheese croquette and Rose Fish Cake Bokke as our main products, reflecting the tastes of local consumers. They also sell Eotteoktok Bar and original mukkeok.
According to Samjin Food, the daily sales target was achieved from the beginning of the opening prior to the official opening, and on some business days, sales reached 200% of the target. The explanation is that sales continued to rise even after the Chinese National Day holiday, and the customer base expanded to include not only tourists but also nearby residents and office workers. The company plans to strengthen local customized product composition and store operations based on customer responses and sales trends confirmed during this period.
A promotion was also prepared to commemorate the opening. During the opening period, a pre-participation event using QR code was held, and a Samjin fish cake brand magnet was presented when a customer who saved the code purchased a product at the store and wrote a review.
Along with the store business, we are also expanding our local distribution network focusing on 'Sonsalba (fish cake bar)' in various flavors. Currently, we are supplying products to major distribution channels in China, including Costco, Herma, and Lawson, mainly in Shanghai, through import and distribution partners.
At the end of September, large quantities of Sunsalba products were introduced into two Costco stores in the Shanghai area, and the company is also promoting the product through in-store tasting events starting mid-month. Sunsalba is sold at about 1,300 Lawson stores in Shanghai and nearby regions. The product is also being introduced in Shanghai-area stores of Hema, a fresh food distribution channel.
Samjin Food is pursuing the introduction of additional bone salba products in Lawson, while also discussing opening new stores with Fangdonglai, a distribution company in Henan Province. Through this, we plan to gradually expand the distribution network beyond Shanghai and East China to inland China.
The first Hwa-dong store will be used as a major base for business expansion in China. We will improve our store operation model based on local consumers' product preferences and operational data, and plan to open follow-up stores in China within this year. The plan is to strengthen the business foundation encompassing stores and distribution channels through cooperation with local partners.
Park Yong-jun, CEO of Samjin Food, said, "This first store in Hwa-dong, Shanghai will be a new opportunity to present Samjin Fish Cake's differentiated products and brand experience to local consumers. Going forward, we will continue to introduce products that reflect the tastes and market characteristics of local consumers and increase Samjin Fish Cake's brand competitiveness in the Chinese market."
[Photo caption=Samjin Food CEO Yongjun Park is announcing plans to expand local business at the opening ceremony of 'Samjin Fish Cake Hwadong 1st Store' held in Shanghai, China on the 16th.]
-5-800x600.webp)