Fact-checked by Grok 2 weeks ago

Emart

Emart Inc. is a South Korean multinational retail corporation and the country's largest discount supermarket chain, operating hypermarkets that offer a wide range of products including groceries, clothing, household goods, electronics, and apparel. Founded on November 12, 1993, as the first hypermarket in South Korea with its inaugural store in Changdong, Seoul, Emart pioneered the discount retail format in the nation and has grown into a leading retailer under the Shinsegae Group. The company expanded rapidly in its early years, opening its first international store in Shanghai, China, in 1997 and establishing Korea's first hypermarket logistics center in 1996. A pivotal milestone came in 2006 when Emart acquired all 16 Walmart stores in South Korea, solidifying its position as the top discount retailer and boosting its network to over 100 branches domestically. By 2011, following a spin-off from Shinsegae Co., Ltd., Emart launched its own corporate identity and further diversified through acquisitions like 53 Kim's Club Mart locations. Emart's business structure encompasses discount stores under the core Emart brand and business-oriented Emart Traders, alongside an online platform via Emart Mall and Traders Mall for warehouse-style e-commerce. It also operates specialty stores such as No Brand for private-label goods, Electro Mart for electronics, Molly's Pet Shop for pet supplies, PK Market for premium foods, SSG Food Market, Toy Kingdom, and Marie's Baby Circle. Supporting these operations are advanced logistics facilities, including the Yeoju Logistics Center—once the world's largest—and specialized centers for meat and fresh foods processing, which were the first of their kind in Korea when established in 2011 and 2012, respectively. In recent years, Emart has emphasized innovation and sustainability, introducing self-checkout kiosks, "scan & go" mobile shopping, and autonomous delivery services like eligo, while committing to eco-friendly practices under its "Eco-Emart" initiative. As of Q3 2025, the company continues to report strong financial performance, with third-quarter net profit surging 194.4% to 310.3 billion won due to cost efficiencies and affiliate gains, despite a 1.4% sales decline in core segments, maintaining its dominance in South Korea's retail market. Headquartered in Seoul, Emart employs over 23,000 people and operates as a key subsidiary of Shinsegae Inc., listed on the Korea Exchange under the ticker 139480.KS, with current operations in Vietnam and plans for expansion in India via Emart24 convenience stores.

History

Founding and early development

Emart was founded on November 12, 1993, by the Shinsegae Group as South Korea's inaugural discount supermarket chain. Headquartered in Seoul, South Korea, the company was established as a subsidiary to introduce a new retail format amid the country's evolving consumer market in the early 1990s. Shinsegae, a prominent retail conglomerate with roots in department stores, invested significantly in Emart to diversify its portfolio and capitalize on the growing demand for affordable, one-stop shopping experiences. The first Emart store opened on the same day as its founding, November 12, 1993, in the Chang-dong neighborhood of Dobong-gu, northern Seoul. This flagship location marked the debut of large-format discount retailing in South Korea, drawing crowds with its spacious layout and emphasis on value-driven purchases. In its initial years, Emart focused on building operational foundations, including efficient inventory management and customer accessibility, while navigating the competitive landscape dominated by traditional markets and smaller grocers. Emart's early business model centered on large-scale discount retailing, offering a wide array of groceries, household essentials, and consumer goods at competitive prices to appeal to middle-class families. Inspired by successful Western models such as Walmart's discount stores and Carrefour's hypermarkets, the company adopted a hybrid approach that combined everyday low pricing with an extensive product assortment under one roof, differentiating it from Shinsegae's upscale department store operations. Shinsegae provided crucial support through shared resources, supply chain expertise, and strategic guidance, enabling Emart to establish itself as a pioneer in the discount sector by the mid-1990s.

Domestic expansion and key milestones

Following its establishment by the Shinsegae Group in 1993 as South Korea's first discount supermarket chain, Emart pursued aggressive domestic expansion starting in the late 1990s, opening its first regional branch in the suburban Ilsan New Town area in 1994 to tap into growing demand beyond central Seoul. This move marked the beginning of a strategy focused on balancing urban accessibility with suburban growth, allowing Emart to serve diverse consumer bases across the country. By emphasizing large-format hypermarkets in high-traffic locations, the company rapidly scaled its footprint, prioritizing locations that combined residential convenience with competitive pricing on everyday goods. A pivotal milestone in Emart's development came in August 2004 with the launch of its online shopping mall, which integrated e-commerce capabilities and broadened access to its inventory for customers nationwide. This initiative not only diversified revenue streams but also positioned Emart as an early adopter of digital retail in South Korea's evolving market. By the mid-2000s, Emart had expanded to over 100 stores, solidifying its operational scale through consistent openings in key provinces. Emart achieved market leadership in the domestic retail sector during the 2000s, becoming South Korea's largest hypermarket chain with a commanding 30% market share by 2006. Its total sales surpassed US$9.4 billion in 2009, reflecting robust growth driven by efficient supply chain management and customer loyalty programs. In the 2010s, Emart further extended its dominance by surpassing rivals like Lotte Mart in store count, reaching approximately 130 outlets by 2012 while maintaining a focus on strategic placements in densely populated urban centers and emerging suburban developments.

Acquisitions, closures, and digital initiatives

In 2006, Shinsegae Group, Emart's parent company, acquired Walmart Korea's 16 stores for approximately $882 million, subsequently rebranding them as Emart Traders to expand its wholesale and discount retail footprint in South Korea. This move strengthened Emart's market position by integrating Walmart's established locations and customer base into its operations. Emart continued its acquisition strategy with the purchase of Kim's Club Mart in 2011 from E-Land Group for an undisclosed amount estimated below 100 billion won, absorbing 53 warehouse club stores to bolster its membership-based retail segment. In 2018, Emart expanded internationally by acquiring U.S.-based Good Food Holdings for $275 million, gaining ownership of premium grocery chains such as Metropolitan Market and Lazy Acres Natural Market. This was followed in 2019 by Good Food Holdings' acquisition of New Seasons Market and its subsidiary New Leaf Community Markets for $200 million, focusing on high-end, locally sourced organic products in the Pacific Northwest. In 2021, Emart acquired an 80.01% stake in eBay Korea from eBay Inc. for approximately $3 billion, significantly enhancing its e-commerce capabilities and positioning it as a major player in South Korea's online retail market. To optimize its portfolio, Emart has undertaken selective store closures, including the Ansan branch in December 2012 due to declining performance and urban redevelopment pressures. Similarly, the Bupyeong branch closed on June 28, 2018, as part of efforts to eliminate underperforming outlets and reallocate resources to more viable locations. These closures reflect a broader strategy of rationalizing assets amid competitive retail dynamics in South Korea. Emart has advanced its digital presence through the integration of its e-commerce operations into SSG.COM, launched in 2019 as a unified platform combining Emart Mall and Shinsegae Mall to streamline online shopping. By the late 2010s, Emart developed mobile applications for direct ordering and introduced delivery services, including next-morning fulfillment from SSG.COM and app-based fresh food shipping from production areas. These initiatives enhanced customer convenience and supported omnichannel retail growth. Post-acquisitions, Emart shifted toward premium and specialty formats, leveraging assets like New Seasons Market to emphasize organic and artisanal products, while domestically converting acquired Kim's Club stores into upscale trading hubs. This evolution aimed to differentiate from traditional discount models and capture higher-margin segments in both domestic and international markets.

Business operations

Retail formats and store types

Emart operates a diverse range of retail formats tailored to different customer needs, with its core business centered on large-scale discount hypermarkets under the Emart banner. These hypermarkets typically span 10,000 to 18,000 square meters and emphasize one-stop shopping for groceries, household goods, apparel, and electronics, offering a wide assortment of products at competitive prices through an everyday low pricing strategy. Key features include expansive fresh food sections, in-store bakeries providing private-label baked goods, and integrated food courts such as the Market Locus brand, which offer diverse dining options like hot meals and snacks to enhance the shopping experience. Complementing the hypermarkets, Emart24 represents the company's convenience store format, consisting of compact urban outlets averaging around 100 square meters designed for quick, on-the-go purchases of essentials, ready-to-eat meals, and beverages. These stores operate 24/7, catering to busy consumers with a focus on fresh prepared foods, snacks, and basic groceries, often located in high-traffic areas for accessibility. Among other formats, Emart Traders functions as a warehouse club targeting small business owners and bulk buyers, featuring large-scale stores around 10,000 square meters with everyday low prices on high-volume items like groceries and household essentials, without requiring membership fees. This format originated from the 2006 acquisition of Walmart Korea's operations, where select stores were repurposed into the Traders concept to leverage bulk purchasing for value-driven sales. Emart Everyday, a smaller supermarket chain, operates as a super-supermarket model with stores typically under 1,000 square meters, focusing on neighborhood shopping for daily groceries and fresh produce at affordable prices. Specialty outlets like NoBrand stores highlight private-label products, including budget-friendly organics and household items, in a hard-discount setup to appeal to cost-conscious shoppers seeking quality essentials. As of November 2025, Emart operates approximately 132 hypermarkets, 24 Emart Traders stores, and additional smaller formats like Emart Everyday and No Brand outlets across South Korea.

Domestic network and market position

As of November 2025, Emart operates approximately 132 hypermarket locations and 24 Emart Traders stores across South Korea, establishing it as the country's leading discount store chain by store count in the large-format segment. This extensive network supports its position as the largest retailer in the domestic market, surpassing competitors such as Lotte Mart and Homeplus in both the number of outlets and overall revenue generation within the hypermarket sector. Emart held approximately 30% market share in the hypermarket segment as of 2023, maintaining its leading position with over 30.4% of the discount store chain market. The company's store distribution reflects a strategic focus on population density, with a significant concentration in the Seoul metropolitan area, which accounts for the majority of its outlets due to the region's high urban demand. Emart maintains branches in all 17 provinces and metropolitan cities nationwide, ensuring broad accessibility beyond the capital; for instance, it has multiple stores in Gyeonggi Province surrounding Seoul and in major regional hubs like Busan and Daegu. This coverage includes a balanced mix of urban locations in city centers, such as the Yeongdeungpo branch in Seoul, and suburban sites in growing outskirts, like those in Incheon, to cater to diverse customer bases in both densely populated and expanding residential areas. In 2025, Emart expanded its Traders format with new openings in Seoul's Magok and Incheon's Guwol, bringing the total to 24 stores. Supporting this network, Emart owns and operates several dedicated distribution centers to optimize supply chain efficiency and reduce delivery times across its domestic operations. Key facilities include the Emart Logistics Center, established in December 1996 for general merchandise handling; the Emart Meat Center in Gwangju, Gyeonggi-do, opened in August 2011 for specialized fresh protein distribution; and the Emart Fresh Center in Icheon, Gyeonggi-do, launched in September 2012 to manage perishable goods like produce and dairy. These owned logistics assets enable Emart to maintain competitive advantages in inventory management and cost control, reinforcing its market leadership in South Korea's retail landscape.

Products, services, and supply chain

Emart offers a wide assortment of products across multiple categories, catering to everyday consumer needs in its hypermarket format. The core offerings include groceries such as fresh produce, packaged foods, and dairy items, alongside consumer goods like electronics, apparel, and household essentials. Specialty sections feature items like pet supplies through Molly's Pet Shop and toys via Toy Kingdom, emphasizing affordability and variety for family shopping. A key emphasis is placed on private-label brands, which allow Emart to provide high-quality alternatives at lower prices compared to national brands. Notable examples include No Brand, a hard-discount line launched in 2015 that covers everyday essentials and has achieved rapid growth by offering products up to 67% cheaper than competitors; Peacock, a premium selection of snacks, biscuits, and dried fruits; 5K Price, an ultra-low-price brand for processed foods and daily necessities priced under 5,000 won with savings up to 70%; and Days, focusing on value-oriented household and food items. These private labels now represent a significant portion of sales, with expansions into dairy, frozen foods, and meal replacements to address rising food costs. Customer services at Emart enhance the shopping experience through integrated loyalty and convenience features. The SSG membership program, part of the Shinsegae Points system, rewards customers with points redeemable across Emart stores, SSG.com, and affiliated outlets, accumulating at rates like 0.7% on purchases via partnered credit cards. In-store banking partnerships, particularly with KB Kookmin Bank, enable hybrid services such as video teller consultations, passbook issuance, and cash transactions at select Emart24 convenience stores integrated with banking kiosks. Home delivery is facilitated via SSG.com, offering same-day, next-day, or early-morning options (before 6 a.m.) for groceries and other items, leveraging access to Emart's inventory for efficient fulfillment. Emart's supply chain is designed for efficiency and freshness, with direct sourcing strategies that connect to local and global networks. Fresh produce and perishables are procured directly from local farmers through the Emart Fresh Center in Icheon, established in 2012 to ensure quality control and reduce intermediaries. International suppliers are managed via overseas offices focused on global sourcing, building robust partnerships for imported goods like electronics and specialty foods. As part of the Shinsegae Group, Emart benefits from vertical integration, including shared logistics with affiliates for select product lines. Cold-chain logistics are prioritized for perishables, supported by the Emart Meat Center in Gwangju (opened 2011) for fresh meat handling and electric vehicles equipped with advanced temperature-controlled systems to maintain product integrity during transport.

International presence

Current operations in Asia

Emart maintains active retail operations in select Asian markets outside South Korea, primarily through its Emart hypermarkets and Emart24 convenience stores, with adaptations to local consumer preferences and regulatory environments to support ongoing expansion. In Malaysia, Emart24 has seen significant growth in the convenience retail sector since its market entry in 2021 via a joint venture. As of June 2025, the chain operates over 100 stores across 11 states, with a target of 115 outlets by year-end and further expansion to 200 by 2026. The format emphasizes urban accessibility, offering fresh food, Korean specialties, and localized assortments, including halal-certified products like the e-kafé line introduced in early 2025 to align with the country's multicultural demographics. Vietnam represents another key foothold, where Emart entered in 2015 with its first hypermarket in Ho Chi Minh City. Following the 2021 full transfer of operations to local partner THACO Group, the business as of December 2023 comprises three stores, all located in Ho Chi Minh City, focusing on hypermarket formats with integrated grocery and general merchandise. Adaptations include a product mix tailored to Vietnamese preferences, blending imported Korean items with local staples to appeal to urban middle-class shoppers, while THACO drives expansion toward 11 stores nationwide by the end of 2025. In Mongolia, Emart has operated since 2016, utilizing a franchise model to establish five hypermarkets in the capital Ulaanbaatar as of December 2024. These stores cater to the growing demand for modern retail amid the country's economic development, featuring localized promotions and a strong emphasis on Korean food products to introduce K-culture elements. The operations prioritize family-oriented shopping experiences, with plans for additional franchises to reach 10 stores by 2030. Across these markets, Emart employs franchise and partnership models to mitigate entry risks, alongside customized supply chains that incorporate regional sourcing for freshness and compliance, such as halal certifications in Malaysia and culturally relevant merchandising in Vietnam and Mongolia.

Past expansions, exits, and future plans

Emart's international expansion began with its entry into China in 1997, marking it as the first South Korean retailer to establish a presence there. The company grew to operate 26 stores at its peak, but encountered significant challenges from intense local competition and stringent foreign investment regulations, which contributed to declining sales and operating losses exceeding 35 billion won in 2017. These regulatory hurdles, including restrictions on retail operations, alongside adaptation difficulties in meeting local consumer preferences, prompted a full withdrawal; in September 2017, Emart sold its remaining six stores to Thailand's CP Group, ending two decades of operations. In Southeast Asia, Emart launched its first hypermarket in Vietnam on December 28, 2015, in Ho Chi Minh City's Go Vap district, investing around $60 million to target the growing discount retail sector. However, the venture struggled with market saturation and competition from established local players, leading to limited growth beyond a handful of outlets. In 2021, Emart partially exited by transferring its hypermarket business to Vietnam's THACO Group subsidiary THISO Retail under a master franchise agreement, allowing continued brand presence while reducing direct operational involvement. Looking ahead, Emart has pursued new opportunities through its Emart24 convenience store brand, opening its first outlet in India on August 24, 2025, in Pune, Maharashtra, as part of a broader push into high-growth Asian markets. This marks Emart24's entry into its fourth overseas territory after Malaysia, Cambodia, and others, with plans for additional stores in India by year-end and into 2026 to capitalize on the country's expanding urban consumer base. For its core hypermarket format, Emart announced a $150 million investment in July 2025 to open five new stores in the Philippines over the coming years, building on existing operations there. Further initiatives include Emart24's debut in Laos in late 2025 and expanded hypermarkets in Mongolia, reflecting a strategic focus on Southeast and South Asia amid recovering post-pandemic demand.

Corporate affairs

Ownership and shareholding structure

Emart Inc. operates as a key subsidiary within the Shinsegae Group, a major South Korean retail conglomerate founded in 1993 by the group to establish its discount supermarket division. The company maintains a publicly listed status on the Korea Exchange under the ticker KRX:139480, where the Shinsegae Group exercises controlling interest primarily through family-held stakes rather than direct corporate ownership by Shinsegae Inc. As of June 30, 2025, the major shareholders holding 5% or more of Emart's shares include Yongjin Chung, the chairman of Shinsegae Group, with 7,960,493 shares representing 28.85% ownership, and the National Pension Service of Korea with 3,303,616 shares at 11.97%. Institutional investors such as The Vanguard Group hold approximately 2.77%, while other notable holders include Naver Corporation at around 3.00% and Federated Hermes at 2.20%, reflecting a diversified base of domestic and foreign ownership beyond the controlling family stake. Significant shifts in the shareholding structure have occurred post-2020, driven by family succession dynamics within the Shinsegae Group. In October 2024, the group reorganized to separate oversight of Emart under Yongjin Chung, who held an 18.56% stake at the time, while his sister Chung Yoo-kyung managed Shinsegae Inc. This was followed by a January 2025 transaction where Yongjin Chung acquired his mother Lee Myung-hee's entire 10% stake in Emart—comprising 2.78 million shares—for 214 billion won (approximately $147 million), consolidating his position and eliminating her direct ownership in the company. These changes strengthened family control amid institutional investments, with the National Pension Service's stake fluctuating between 8.68% in earlier years to its current level due to market adjustments.

Leadership and governance

Emart's current chief executive officer is Chae-Yang Han, who assumed the role in March 2024 following a leadership transition aimed at enhancing operational efficiency. Han, previously CEO of Emart24 and Emart Everyday, as well as Josun Hotels & Resorts, brings extensive experience in retail and hospitality management to steer the company's domestic and digital strategies. Key executives supporting Han include Hoon-Hak Choi, who oversees sales and marketing initiatives, and Kyu-Bong Lee, responsible for human resources and organizational development. For international operations, Jason Huang serves as vice president and inside director of Emart's U.S. subsidiary, focusing on capital markets and expansion efforts in North America as of February 2025. Historically, Emart's leadership has evolved under the influence of the Shinsegae Group, with notable CEOs including Chung Yong-jin, who served from 2011 to 2013 and played a pivotal role in early expansion. Subsequent leaders were Lee Gap-su from 2013 to 2019, emphasizing store network growth, and Kang Heui-seok from 2019 to 2023, who prioritized digital transformation amid competitive pressures. These transitions reflect a pattern of strategic appointments to address market challenges, often aligned with broader group directives. Emart's board of directors comprises seven members, including three internal directors and four external directors, ensuring a balance of operational expertise and independent oversight as required by Korea Exchange (KRX) listing rules. Internal directors include CEO Chae-Yang Han, Young-Lock Lim from Shinsegae's strategic office, and Taik-Won Choi, executive vice president of sales, highlighting ties to the parent company's decision-making. External directors, such as Sang-Ho Lee and Ji-Hye Choi, provide diverse perspectives from legal, tax, and academic backgrounds. The board's composition facilitates family-influenced decisions through Shinsegae oversight by Chairman Chung Yong-jin, while adhering to governance standards for transparency and accountability. Corporate governance at Emart emphasizes robust policies, including the operation of an audit committee and a nomination committee under the board. The audit committee, chaired by external director Jun-Oh Lee, conducts quarterly inspections of business legitimacy, financial soundness, and compliance, meeting five times in 2023 with external auditors. Emart integrates environmental, social, and governance (ESG) practices into its framework, complying with established ESG codes to protect shareholder rights and promote transparent management. A CEO succession policy, established in 2021, further supports structured leadership transitions.

Financial performance

Revenue growth and key metrics

E-mart's sales revenue reached US$9.4 billion in 2009, marking a significant milestone in its early expansion as South Korea's leading discount retailer. By 2024, the company's global sales had grown to 29.02 trillion South Korean won (approximately $21 billion at prevailing exchange rates), reflecting sustained expansion despite economic challenges. During the 2010s, annual growth rates averaged 5-7%, driven primarily by domestic store openings and increased market penetration in the hypermarket sector. Recent years have shown more moderate trends, with a 13.7% increase in 2023 followed by a 1.53% decline in 2024 amid sluggish consumer spending. Profitability has fluctuated, with net income peaking at 1.55 trillion KRW in 2021 before turning negative, recording a loss of 103.52 billion KRW in 2023 and widening to 590 billion KRW in 2024. The shift toward e-commerce has pressured margins, as intense competition from platforms like Coupang eroded profitability in the late 2010s and early 2020s, leading to higher operational costs and promotional expenses. Despite this, cost-saving measures and store renovations contributed to an operating profit rebound in 2024, with quarterly figures turning positive after years of losses. In Q3 2025, sales declined 1.4% year-on-year to 7.40 trillion KRW, while net income before tax rose to 344.2 billion KRW from 117.9 billion KRW in Q3 2024. Key operational metrics highlight E-mart's scale and performance. Same-store sales growth has been mixed in the 2020s, turning negative in some periods due to market saturation but rebounding robustly in others through targeted renewals and promotions. Online sales have grown as a critical channel, with e-commerce investments impacting overall margins by increasing fulfillment costs while diversifying revenue streams. The company employs around 22,700 people, supporting its extensive operations. Domestic activities account for the bulk of revenue, bolstered by a strong market share in South Korea, while international ventures in Asia provide supplementary growth amid varying regional contributions.
YearSales Revenue (trillion KRW)Growth Rate (YoY)Net Income (billion KRW)
202122.0313.16%1,550
202225.9217.65%1,010
202329.4713.7%-103.52
202429.02-1.53%-590
This table illustrates recent financial trends, with revenue peaking in 2023 before a slight contraction; data sourced from company financial statements and market analyses.

Stock listing and investor relations

E-Mart Inc. has been publicly traded on the Korea Exchange (KRX) since its initial public offering on June 10, 2011, under the ticker symbol 139480. The listing marked the company's entry into the public markets as part of the Shinsegae Group's retail arm, enabling broader access to capital for expansion in the hypermarket sector. Since its IPO, E-Mart's stock has experienced significant volatility, with the market capitalization declining from approximately 6.23 trillion KRW in 2011 to 1.93 trillion KRW as of November 7, 2025, a reduction of over 68%. The share price closed at 72,100 KRW on that date, reflecting broader pressures in the retail industry amid economic slowdowns and shifting consumer behaviors in the 2020s. To support shareholder value, E-Mart has implemented a consistent dividend policy, distributing an annual dividend of 2,000 KRW per share in 2025, which equates to a yield of about 2.77% based on the ex-dividend date of April 1, 2025. Additionally, the company has conducted periodic share buybacks, including a program in April 2025 to repurchase and retire 28,000 shares valued at 37.2 billion KRW, and announcements in February 2025 for further major repurchases aimed at enhancing per-share value. E-Mart maintains an active investor relations program through its official website, providing real-time stock data, audited financial statements, and quarterly IR presentations. Key resources include the 2024 annual financial statements released in May 2025 and the 2Q 2025 financial summary published on August 12, 2025, which detail performance amid retail challenges. The stock is covered by around 30 analysts, who have issued consensus estimates on earnings and revenue, with recent revisions reflecting cautious outlooks on growth. In addressing 2020s market events such as the acceleration of e-commerce competition post-COVID-19, E-Mart's IR communications have highlighted strategic responses, including the 2021 acquisition of eBay Korea for $3 billion to bolster its online platforms like G-Market. The company's stock faces risks tied to macroeconomic factors, including sensitivity to domestic consumer spending trends and competitive pressures from both traditional retailers and digital disruptors, which have contributed to negative earnings per share of -16,722 KRW over the trailing twelve months as of 2025.

Controversies and challenges

Product safety and quality incidents

In 2007, the Korea Food and Drug Administration (now the Ministry of Food and Drug Safety) conducted a survey of 87 green tea products and detected chlorfenapyr pesticide residues exceeding the regulatory limit of 3.0 ppm in E-Mart's private brand "E-plus First Water Powder Green Tea," with levels measured at 7.0 ppm. Although risk assessments indicated no immediate health hazards based on typical consumption, the incident prompted an immediate voluntary recall and disposal of all affected products from E-Mart stores nationwide. E-Mart responded by removing the items from shelves and offering full refunds to customers who had purchased them. In 2008, E-Mart's Namyangju branch was investigated by the National Agricultural Products Quality Management Service and found to have mislabeled 15.5 kg of U.S. beef as Australian-origin, violating South Korea's food labeling laws that require accurate country-of-origin disclosure. The mislabeling exploited consumer preferences for non-U.S. imports amid heightened sensitivities following the 2008 U.S. beef import protests. This led to regulatory enforcement actions, including potential penalties under the Livestock Products Sanitary Control Act, which allows fines up to 30 million won or imprisonment up to three years for such violations. Consumer lawsuits and widespread complaints followed, with affected buyers seeking compensation and some organizing boycotts against the retailer. In response to both incidents, E-Mart leadership issued public apologies, acknowledging lapses in oversight, and provided direct compensation via refunds and product replacements to impacted customers. The company also strengthened its supply chain protocols, mandating enhanced supplier audits for private-label goods. These measures included rigorous evaluations by international food safety certification bodies to verify compliance before product approval. By the 2010s, these events contributed to E-Mart's overhaul of its quality assurance framework, establishing a multi-tiered system for product scrutiny—from initial supplier verification and taste/quality testing to final compliance checks against Ministry of Food and Drug Safety standards. This shift emphasized proactive risk mitigation in food sourcing, reducing recurrence of safety issues and bolstering consumer trust in the retailer's private brands.

Regulatory and market issues

Emart has faced several antitrust investigations in South Korea related to its dominant market position in the retail sector. In 2023, the Fair Trade Commission (FTC) investigated Emart for alleged violations of the Large-Scale Distribution Industry Act, focusing on procedural breaches in its operations. In 2021, Emart's supermarket unit was fined 582 million won (approximately $515,000) by the FTC for unfair business practices, including restrictive dealings with suppliers. Additionally, in February 2024, Emart was sanctioned by the FTC for compelling its Emart24 convenience store franchisees to operate overnight, violating fair trade regulations on franchisee autonomy. More recently, in October 2025, the FTC launched a probe into Emart and other retailers for suspected price manipulation tactics, such as inflating base prices before offering discounts on agricultural products. In the domestic market, Emart has encountered intensifying competition from e-commerce platforms, particularly Coupang, which overtook Emart as South Korea's top retail brand in 2024. This rivalry has sparked ongoing price wars, with Emart responding through strategies like matching Coupang's prices and offering customer compensation for discrepancies in 2021. To counter e-commerce growth, Emart has pursued partnerships, including a September 2025 collaboration with Coupang Eats to integrate its supermarket products into the delivery platform, targeting younger consumers. Regulatory changes have also influenced operations; in 2024, updated rules allowed major retailers like Emart to select optional closing days instead of mandatory Sundays, providing flexibility amid labor and competition pressures. However, a proposed 2025 bill by the Democratic Party of Korea to mandate holiday closures for large supermarkets led to a sharp decline in Emart's stock price in June, highlighting ongoing tensions between regulatory demands and business viability. As of November 2025, Emart and other hypermarkets continue to face declining foot traffic due to shifts toward online shopping and smaller convenience stores, prompting experts to call for regulatory adjustments to support the sector's sustainability. Internationally, Emart's expansion efforts have been hampered by regulatory and geopolitical hurdles. In 2017, Emart exited the Chinese market after 20 years, closing its remaining six stores due to mounting losses exacerbated by strained bilateral relations following South Korea's deployment of the U.S. THAAD missile defense system, which triggered a consumer boycott of Korean goods. The company described the decision as commercial but acknowledged the impact of the economic retaliation. While specific tariff impacts on Emart's imports remain limited in public reports, broader South Korean retail adaptations to global trade policies, such as extended duty-free exemptions on imported fruits in 2024 to combat inflation, have indirectly supported operations by stabilizing supply costs.