Emart24 Malaysia has announced Maryam You Narae, popularly known as Maryam DurianKimchi, as its new brand ambassador. This collaboration aims to celebrate the fusion of Korean culture with Malaysian everyday life, under the tagline “Two Worlds, One Seoul” (Dua Dunia, Satu Seoul).
Maryam, a content creator from Seoul, has gained popularity in Malaysia for her engaging content on Korean food and family cooking, amassing over 47 million views on TikTok. Her unique connection to both Korean and Malaysian cultures makes her an ideal fit for Emart24, which seeks to make Korean-inspired food more accessible to Malaysians.
The partnership debuts with the launch of the K-Rasa Fusion of Flavours menu, available from 15 September 2026. The menu features halal-certified dishes such as K-Pizza Tteokbokki and K-Reamy Korean Udon, alongside refreshing drinks like Strawberry Pop Yoghurt Milk. These offerings cater to the growing Malaysian interest in trendy Korean food.
Maryam will be featured in Emart24’s campaign communications, including digital content and in-store materials, bridging Korean heritage with the convenience store experience. “Maryam brings warmth and authenticity that makes Korean culture feel close to home for Malaysians,” said Vuitton Pang, CEO of Emart24 Holdings Sdn Bhd.
Looking ahead, Emart24 plans to expand the collaboration with Maryam into product development and exclusive consumer experiences, including co-created halal-focused dishes and limited-edition merchandise. With 110 stores nationwide, Emart24 continues to strengthen its position as a destination for affordable Korean street food and culture in Malaysia.
