E-mart24 CEO delivers keynote at Consumer Forum 2027: K-Sweet Festa
Convenience stores ramping up dessert development this year
Initiative aims to discover hidden local gems and support K-convenience store exports
"The main reason convenience stores are focusing on desserts is the strong viral effect among younger generations — content spreads rapidly through word of mouth. Their interest in desserts is not going to diminish anytime soon."
Choi Jin-il, CEO of E-mart24, made the remarks Thursday during a keynote address titled "New Possibilities for K-Desserts Starting from E-mart24" at Consumer Forum 2027: K-Sweet Festa, held at the Lawn Sarangbang of Dongdaemun Design Plaza in Jung-gu, Seoul.
Choi outlined the current state and growth potential of the K-dessert market, which has drawn growing attention from the retail industry, and stressed the role domestic convenience stores can play. As K-desserts and K-convenience stores gain traction overseas, local convenience store chains have also been stepping up their focus on desserts.
"Convenience stores have traditionally sold mainly beverages, beer and snacks, but consumers buying bakery items and desserts are now growing rapidly," Choi said.
The trend is especially pronounced among younger shoppers. "The core customer base of convenience stores is young people — those in their teens and 20s account for 38 percent of users," Choi said. "Reflecting their strong interest in desserts, convenience stores are putting everything into developing dessert products and marketing." He added that this year in particular had seen a wide range of innovative attempts.
Choi pointed to E-mart24's in-house cafe brand Seongsu310 as an example of the company's strategy. Seongsu310 was created by bringing a franchise that had gained attention in Seongsu-dong, Seongdong-gu, Seoul, into the E-mart24 product lineup, offering coffee and bakery items that capture the cafe culture of the Seongsu-dong neighborhood.
"Seongsu310 has resonated with customers because it lets them enjoy menu items from a popular Seongsu-dong dessert spot — the trendsetting heart of dessert culture — right at the convenience store near their home, something unimaginable in the past," Choi said. He attributed the success to the viral power of younger consumers, which he said outweighs any conventional promotional strategy.
However, Choi cautioned K-dessert businesses against simply copying other products or rushing to develop items without sufficient research and investigation.
Choi also laid out the role K-convenience stores could play in advancing K-desserts. "There are great dessert spots not just in Seoul but all across the country — in Jinju, Gunsan, Busan and beyond," he said. "Convenience stores can serve as a platform connecting dessert shops nationwide with consumers." He added that domestic convenience stores should actively discover and commercialize desserts from around the country, while stronger support for K-convenience store exports is also needed.
gorgeous@heraldcorp.com
