South Korea Teams Up With Malaysia as emart24 Pairs Maryam You Narae With a New Halal K-Rasa Food Experience

South Korea and Malaysia are partners as emart24 signs Maryam You Narae to bring the two countries’ cuisine and culture together. The Korean convenience store brand has appointed the content creator, known online as Maryam DurianKimchi (@uyounik), as its brand ambassador in Malaysia, ushering in a new era of Korean food and culture that would resonate with the everyday Malaysian lifestyle at its 110-store network.

Originally from Seoul, South Korea, Maryam met her husband, Rizal, while he was studying in Korea. She has since lived in Malaysia for more than six years, with the couple building a substantial online audience through content centred on their family life, food and cross-cultural experiences. With more than 47 million TikTok views and a community exceeding two million followers, Maryam has become a familiar digital personality among Malaysians interested in Korean food, cooking and culture.

Her content frequently features wholesome Korean meals prepared at home for her children, Rina and Rian. This focus on accessible family cooking has helped her connect with Malaysian audiences interested in bringing Korean flavours into their own kitchens and daily routines.

Her experience of both Korean and Malaysian cultures also aligns closely with emart24’s efforts to make Korean-inspired food and lifestyle experiences more accessible to consumers across Malaysia.

Two Worlds, One Seoul Brings Korean and Malaysian Cultures Together

The partnership centres on the campaign positioning “Two Worlds, One Seoul” or “Dua Dunia, Satu Seoul”. The concept highlights the meeting of Korean heritage with everyday Malaysian life, showing how Korean food and cultural influences can retain their identity while becoming a natural part of local tastes, routines and family experiences.

As the face of the collaboration, Maryam will feature across emart24’s campaign communications, including digital content, promotional visuals and in-store materials. Her campaign appearances will range from traditional and contemporary hanbok-inspired looks to the familiar emart24 uniform, creating a visual connection between Korean heritage and the modern convenience-store experience.

K-Rasa Fusion of Flavours Expands emart24’s Korean Food Offering

The ambassador partnership arrives alongside the launch of emart24’s K-Rasa Fusion of Flavours menu, which debuted on 15 September 2026. The fully halal-certified range has been developed around growing consumer interest in Korean food trends and new flavour combinations.

Rather than simply reproducing established Korean dishes, the K-Rasa menu gives familiar favourites a contemporary twist, combining recognisable Korean flavours with new ingredients, textures and influences.

Among the headline dishes is K-Pizza Tteokbokki, which combines chewy Korean rice cakes with tangy pizza sauce, spicy gochujang, bulgogi chicken and melted mozzarella. The dish brings Korean and Italian-inspired flavours together in a convenient format.

K-Reamy Korean Udon offers another fusion-led option, pairing chewy udon noodles with a creamy gochujang sauce, kimchi, mozzarella and chicken strips before being finished with an onsen egg.

The beverage selection extends the experimental approach into sweeter flavours. Strawberry Pop Yogurt Milk combines strawberry and yogurt flavours with bursting popping boba, creating a refreshing drink inspired by the colourful appeal of Korean Hwachae.

Mango Pop Yogurt Milk follows the same concept with a tropical mango profile, yogurt and popping boba, offering another playful interpretation of the creamy and fruit-forward drinks increasingly associated with Korean food trends.

Korean Food Trends Move Into Everyday Convenience

The savoury dishes build on well-known Korean favourites while introducing richer and more contemporary flavour combinations. At the same time, the strawberry and mango yogurt drinks respond to demand for sweet, creamy beverages that offer additional texture and a more interactive drinking experience.

Together, the K-Rasa products translate Korean food trends into convenient formats designed for everyday consumption. The range allows Malaysian customers to explore new flavours while retaining the familiarity of popular Korean dishes and ingredients.

This approach also supports emart24’s wider strategy of positioning Korean food as an accessible everyday choice rather than an occasional dining experience.

Jemart Value Range Targets Affordable Everyday Meals

Maryam will also promote emart24’s Jemart Value range as part of the collaboration. The selection provides ready-to-eat food and beverages at RM5.90, RM6.90 and RM7.90, giving customers the flexibility to mix and match products according to their preferences and budgets.

The value-focused offering targets consumers looking for quick and affordable food while travelling, commuting, studying or managing busy daily schedules. By combining accessible pricing with Korean-inspired options, the range broadens the brand’s appeal beyond dedicated K-food followers.

emart24 Expands to 110 Stores Across Malaysia

The ambassador partnership and new menu arrive as emart24 continues to increase its physical presence across Malaysia. As of 15 September 2026, the Korean convenience store brand was operating 110 stores nationwide.

The expanding network is making Korean-inspired food, beverages and lifestyle products available to a wider Malaysian audience while strengthening the brand’s position in the country’s competitive convenience retail market.

Through its combination of halal-certified Korean food, accessible pricing, culturally relevant campaigns and a growing store footprint, emart24 is building a stronger connection between Malaysia’s everyday convenience-store culture and the continuing popularity of Korean food and lifestyle trends.

“Maryam brings a warmth and authenticity that makes Korean culture feel close to home for Malaysians. With ‘Two Worlds, One Seoul’, we are celebrating what happens when Korean culture meets Malaysian everyday life — and we couldn’t think of a better person to bring that story to life with us.” said Vuitton Pang, Chief Executive Officer, emart24 Holdings Sdn Bhd.

“emart24 just felt right and I have always been a fan of their food. As a Muslim revert who loves Korean food, halal matters to me — and they get that. Cooking K-food for Rina and Rian has always been my joy, and now I get to share that same joy with all Malaysians.” said Maryam You Narae (Maryam DurianKimchi), Brand Ambassador, emart24.

A Partnership Designed to Grow

Maryam’s appointment is intended to develop into a wider, long-term relationship with emart24 rather than remain limited to a single promotional campaign. The collaboration is expected to move into areas such as new product creation, exclusive food offerings and consumer-focused experiences that connect Korean-inspired flavours with Malaysia’s halal market.

Future plans include jointly developed halal Korean-inspired dishes, a private-label collection carrying Maryam’s endorsement, limited-edition merchandise for members of the emart24 VIP app and exclusive meet-and-greet opportunities. Additional details about these initiatives are expected to be announced progressively in the coming months.

The expanded programme is designed to give customers different ways to engage with the collaboration, whether through discovering new K-food products, accessing exclusive merchandise or participating in experiences connected with Maryam and emart24.

The campaign will run across Maryam’s social media platforms and emart24’s official digital channels, supported by video content, campaign visuals and wider promotional activity. Further menu launches, creative collaborations and digital content are also planned throughout the year as the partnership develops.