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Emart teams with SM Entertainment

Emart has announced that it will launch private brand products created in collaboration with SM Entertainment. The products will be sold at Emart Mall and 140 Emart stores nationwide from March 3. (Image : Yonhap)

South Korea’s Emart has launched private brand products created in collaboration with SM Entertainment.

The products went on sale at Emart Mall and 140 Emart stores nationwide from Thursday (March 3).

The new products include EXO Jajangmyeon (jajang-flavored instant noodles), Super Junior Habanero Ramen Noodles, TVXQ Truffle Rose Chocolates, Girl’s Generation Popcorn and Shinee Carbonated Water.

In collaboration with SM Entertainment, Emart plans to increase the number of products on offer to 40 during the first half of the year.

Emart rolled out a new initiative dubbed ‘Invention Project’ in August 2015, and launched two new private brands, Peacock and No Brand. After the collaboration with SM Entertainment, the two parties plan to look into further projects involving a wider range of products and even intangible merchandise based on SM Entertainment’s artists.

Emart anticipates that the merchandise will attract not only domestic consumers in their teens and 20s, but also foreign tourists who visit Korea. Officials hope that the new products will be souvenirs to remember Korea, and that Emart will be established as a ‘must-visit’ shopping site when visiting Korea.

The retailer is also in discussion with SM Entertainment with regards to bringing the new products to overseas markets.

Marketing executives at Emart claim that they have created a series of completely new products through the collaboration of two very different but powerful platforms. They hope to continue to make innovative progress through their ‘Invention Project’ group.

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