Store opens in New World Dawan Department Store on Nanjing Road, a premier Shanghai shopping destination
Achieves up to 200% of daily sales targets during soft-launch period, signaling strong local demand
Supplies fish-cake bars to major Chinese retail channels including Costco, Hema, and Lawson, with plans to penetrate inland markets
Aims to refine localized store operations and launch subsequent stores in China within 2026
Samjin Foods (0013V0), the company behind the popular Korean fish cake brand Samjin Amook, is ramping up its business expansion in China with the opening of its "Samjin Amook East China No. 1 Store" in Shanghai. The company plans to broaden consumer touchpoints through quick-service deli outlets while simultaneously expanding product distribution via hypermarkets and convenience stores.
Samjin Foods announced on Oct. 19 that it officially opened the East China flagship store on Oct. 16 along Nanjing Road East in Shanghai's Huangpu District. Spanning approximately 40 square meters (12.1 pyeong) on the second basement level of the New World Dawan Department Store, the location sits near premier shopping districts and tourist landmarks like the Bund, positioning the brand to capture tourists, local residents, and office workers alike.
The outlet operates as a "hot deli," preparing and serving items upon order. Tailored specifically for the overseas market rather than mirroring domestic directly managed stores, the concept allows customers to enjoy freshly cooked, warm fish cakes on-site. A standardized operational model was also implemented to ensure efficiency and facilitate future store rollouts.
The menu features nine hot-deli items including fish-cake croquettes and hot bars, two varieties of fish-cake tteokbokki, one boiled fish-cake dish, and two beverages. Anchored by its signature fish-cake croquette, the menu incorporates localized preferences with standout items such as cheese croquettes and rose-sauce fish-cake tteokbokki, alongside skewered fish cakes and original boiled fish cakes.
According to Samjin Foods, the store met its daily sales targets from the initial soft-launch phase ahead of its official opening, with sales on certain business days reaching up to 200% of projections. The upward sales trajectory continued past China's National Day holiday, broadening the customer base beyond tourists to include nearby residents and office workers. Building on the consumer response and sales trends observed during this period, the company intends to refine its localized product lineup and store management.
To commemorate the launch, Samjin Foods held promotional events, including a pre-opening QR-code engagement campaign. Customers who saved the QR code, made a purchase, and left a review received a branded Samjin Amook magnet.
Alongside its brick-and-mortar retail strategy, the company is expanding its local distribution network, anchored by its versatile "boneless fish cake bars." Through import and distribution partners, Samjin Foods currently supplies major Chinese retail channels—including Costco, Hema, and Lawson—centered around Shanghai.
In late September, the company introduced bulk-sized fish-cake bars to two Costco outlets in Shanghai, launching in-store promotional tastings in mid-October. The fish-cake bars are also available in approximately 1,300 Lawson convenience stores across Shanghai and neighboring regions, as well as select outlets of fresh-food retail chain Hema in Shanghai.
Samjin Foods is currently negotiating to supply additional product lines to Lawson and is in discussions with Henan-based retailer Pang Dong Lai for potential entry into its stores. Through these initiatives, the company aims to scale its distribution network step-by-step from Shanghai and the broader East China region into inland China.
The East China No. 1 Store will serve as a key strategic foothold for China expansion. Using consumer preference data and operational metrics, Samjin Foods plans to optimize its store model and roll out additional outlets in China within the year, strengthening its operational foundation across both physical retail and distribution channels through local partnerships.
"This East China No. 1 Store in Shanghai provides a new opportunity to showcase Samjin Amook's differentiated products and brand experience to local consumers," said Park Yong-jun, CEO of Samjin Foods. "We will continue to introduce products tailored to local tastes and market characteristics while strengthening Samjin Amook's brand competitiveness in the Chinese market."
[Photo Caption: Samjin Foods CEO Park Yong-jun announces local business expansion plans at the opening ceremony of the "Samjin Amook East China No. 1 Store" in Shanghai on Oct. 16.]
