Busan-based fish cake company Samjin Foods is accelerating its market penetration in China with the opening of a new store in a prime area of Shanghai.
Following a soft opening period where daily sales reached double the target, the company is expanding both its offline stores and distribution channels by supplying products to around 1,300 Lawson locations.
On October 16, Samjin Foods officially opened its 'Samjin Eomuk Huadong No. 1' store in the basement of the New World Dawan Department Store on Nanjing East Road in Huangpu District, Shanghai.
The store, located near Nanjing Road, a major shopping street, and the tourist attraction Bund, covers an area of approximately 40 square meters (about 430 square feet).
The store operates as a Hot Deli, selling freshly prepared fish cakes. It features nine Hot Deli menu items, including fish cake croquettes and hot bars, along with two types of stir-fried fish cakes, one type of fish cake soup, and two beverage options.
Menu items have been tailored to local tastes, including cheese croquettes and rosé stir-fried fish cakes.
During the soft opening from October 1 to 15, some sales days reached 200% of the daily target.
According to Samjin Foods, the peak sales occurred after the National Day holiday in China. The company noted that the continued sales growth post-holiday indicates a positive response from local consumers.
The store is operated by a local partner rather than directly by Samjin Foods. The company plans to establish a suitable operational model for the local market and aims to open additional stores in China by the end of 2026.
In addition to opening local stores, Samjin Foods is expanding sales through distribution channels. The company supplies its 'Sunsal Bar' fish cake products to Costco, Hema, and Lawson through local import and distribution partners.
The 'Sunsal Bar' is available at approximately 1,300 Lawson stores in Shanghai and surrounding areas. Products supplied to China are produced at the company's factory in Busan.
At the end of September, the 'Sunsal Bar' was introduced in bulk packaging at two Costco locations in Shanghai, and tasting events for local consumers began in mid-October. The 'Sunsal Bar' is also sold at Hema stores in Shanghai.
Samjin Foods is working to increase the availability of the 'Sunsal Bar' at Lawson and is negotiating new placements with the distribution company Fangdonglai in Henan Province, aiming to expand its distribution network from Shanghai and Huadong into inland China.
Park Yong-jun, CEO of Samjin Foods, stated, “We will continue to introduce products that reflect local consumer preferences and market characteristics, enhancing the brand competitiveness of Samjin Eomuk in the Chinese market.”
* This article has been translated by AI.
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