Home Retailing Hypermarket Am I seeing double – E-Mart entering Malaysia?

Am I seeing double – E-Mart entering Malaysia?

Am I seeing double? It seems South Korea’s largest retailer E-Mart (이마트) has entered Malaysia but look closely, the Malaysian version is not E-Mart but Lee Mart. In Korean, 이 as translated into English as Lee but pronounced as E. The colour scheme is exactly the same as the Korean retailer.

Lee Mart is brazen with the wholesale adoption of the E-Mart branding. The so-called Lotte Mart in Malaysia, no connection what so ever with Lotte Mart in Korea, is more conservative.

What these examples show is there is a sizable Korean community in Malaysia, making the country a logical expansion market for South Korean retailers but first they need to safeguard their brands locally.

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