Located on the first floor of LF Square Gwangyang's Garden Building, the store targets customers in eastern South Jeolla Province, including Suncheon and Yeosu

Samjin Eomuk opens its first directly operated store in the Jeolla region at LF Square Gwangyang on Thursday. [Samjin Eomuk]
Samjin Eomuk opens its first directly operated store in the Jeolla region at LF Square Gwangyang on Thursday. [Samjin Eomuk]

Samjin Eomuk, a leading South Korean fish cake brand, opened its first directly operated store in the Jeolla region — the Gwangyang location — on Thursday.

The company said the new store will expand its reach to customers in eastern South Jeolla Province, including Gwangyang, Suncheon and Yeosu, while strengthening brand recognition in the area. Samjin Eomuk had previously operated a pop-up store at LF Square Gwangyang to gauge local demand and market potential before deciding to open a permanent location.

"We will offer a wide range of products and a differentiated brand experience so that customers in eastern South Jeolla Province can enjoy Samjin Eomuk up close," said Lee Yu-han, a division head at Samjin Eomuk.

The Gwangyang store is located on the first floor of LF Square Gwangyang's Garden Building and is designed in a more compact format than the company's other major stores. The layout efficiently arranges key zones — refrigerated products, deli fish cakes, steamed fish cakes and fish cake soup — alongside a checkout area, minimizing the distance customers need to travel while browsing and purchasing.

The product lineup centers on top-selling items from existing stores. The store carries a broad selection of fish cake products, including hot deli fish cakes, fish cake soup, standard fish cakes, refrigerated items and shelf-stable products. Gift sets and branded merchandise are also available, giving customers a wide range of purchasing options.

To mark the grand opening, Samjin Eomuk is running a special promotion from Thursday through Nov. 22. During the event, the seafood assorted fish cake will be sold at a 30 percent discount, and customers who spend 30,000 won ($22) or more will receive a tote bag.


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