Emart24 Malaysia appoints brand ambassador and debuts fusion menu
Convenience store operator emart24 appointed content creator Maryam You Narae as brand ambassador while launching its K Rasa menu across retail outlets in Malaysia
KUALA LUMPUR, MALAYSIA – A new collaboration has been announced between Korean convenience store brand emart24 and content creator Maryam You Narae, also known as Maryam DurianKimchi (@uyounik). Maryam, who has over 47 million views on TikTok and a community of 2 million followers, will serve as emart24's brand ambassador, celebrating the connection between Korean culture and Malaysian everyday life.
The partnership is built around the concept "Two Worlds, One Seoul" (Dua Dunia Satu Seoul), highlighting how Korean culture can be authentically enjoyed within Malaysian families. The collaboration kicks off with the launch of emart24's K-Rasa Fusion of Flavours menu on 15 September 2026, featuring halal-certified dishes that blend traditional Korean flavors with modern twists, such as K-Pizza and K-Reamy Korean Udon.
Maryam will also promote emart24's Jemart Value range, offering affordable ready-to-eat options for Malaysians on the go. The campaign will expand into product development and exclusive experiences, with more details to come.
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