FamilyMart Malaysia has partnered with Korean influencer Seonma Shin to introduce a special menu showcasing the authentic flavors of Korean omma’s home-cooked recipes. The partnership is with Okmaya, Shin’s brand of Halal-certified Korean sauces and pastes.
The Okmaya x FamilyMart collaboration menu, now available across all FamilyMart outlets in Malaysia under the brand Seoul Authentic, includes Bulgogi Beef Bibimbap and comforting Sundubu Jjigae.
- Bulgogi Beef Bibimbap: Hearty Korean rice bowl with marinated beef, sunny-side-up egg, mushrooms, and crunchy vegetables.
- Sundubu Jjigae Rice: Authentic spicy Korean stew with soft tofu, tuna flakes, and bold umami flavours in a hot, comforting broth.
Leveraging her social media influence, Shin is introducing authentic Korean home-cooked flavors to the Malaysian market in a halal-friendly way. In addition to online availability, Okmaya’s signature products—Soft Tofu Stew Paste and Korean Bulgogi Sauce—are now accessible offline at Qra.
Expanding the product range, Shin has also launched halal-certified Okmaya Korean Chili Flakes, available in two varieties:
- Chili Flakes (Coarse) – for kimchi & Korean stew (Budae jjigae, Kimchi jjigae)
- Chili Powder (Fine) – for sauces & dressing (Tteokbboki, Gochujang, Bibimguksu)
Malaysia-based Korean social media celebrity with a strong local following offers an alternative pathway for Korean brands to establish a presence in the Malaysian market.
