emart24 has become one of Malaysia’s fastest-growing Korean convenience store chains, but did you know the man behind it comes from the family that created Mamee Monster?
Vuitton Pang, a third-generation member of the Mamee-Double Decker family, spent 11 years helping grow one of Malaysia’s most iconic food companies before making a bold decision.
Instead of staying in the comfort of the family business, he walked away to build something of his own by bringing emart24 to Malaysia.
It was a risky move. Pang entered one of the country’s most competitive retail industries and launched the brand during the COVID-19 pandemic, betting that Malaysians were ready for a completely different convenience store experience centred around Korean food, lifestyle and innovation.
The gamble paid off.
Today, emart24 operates more than 100 outlets nationwide, with over 30 outlets already receiving halal certification for their counter food offerings.
The company is also investing in its own central kitchen to strengthen quality control and halal assurance while targeting 50 new outlets in 2026, marking the next chapter of its expansion journey.
Building His Own Entrepreneurial Journey
Business was always part of Pang’s life.
Growing up in Melaka, factory visits were common, while business discussions often took place around the family dinner table. The Mamee factory became almost like a second home.
Despite being part of one of Malaysia’s best-known business families, Pang was never guaranteed a leadership position.
The family’s philosophy was simple. Every member of the next generation had to first gain experience outside the company before joining the family business.
Pang graduated from the University of Melbourne with a double degree in Information Systems and Commerce before spending three years as a management associate at OSK Investment Bank. Only after gaining external experience did he return to join Mamee-Double Decker.
Instead of immediately moving into senior management, he worked across different parts of the business before taking on larger responsibilities.
One of his biggest achievements was establishing the company’s Investor Relations department, helping strengthen Mamee’s profile within the investment community. He later led the company’s privatisation in 2011 after management believed the business was significantly undervalued.
During his 11 years there, Pang also led collaborations with international partners, including Dydo Drinco from Japan and Shinsegae Food from South Korea.
Those partnerships would eventually change his own career.
How A Trip To Korea Inspired emart24
Everything changed during a business trip to Seoul.
While meeting business partners, Pang was introduced to emart24, a convenience store chain operated by South Korean retail giant Shinsegae Group.
The experience was unlike anything he had seen in Malaysia.
The stores combined cafés, freshly prepared meals, Korean street food, imported products and spacious modern interiors, making them destinations rather than simply places to buy necessities.
“The plan to bring emart24 to Malaysians was two years in the making. While on a business trip to Seoul, I was introduced to emart24 by my partners and remember being wowed by the whole experience.”
Pang had previously missed an opportunity involving another international convenience store brand, and he did not want history to repeat itself.
For almost two years, he worked on securing the master franchise while adapting the concept to suit Malaysian consumers.
He believed Malaysians deserved a convenience store that offered more than emergency purchases.
Launching emart24 During The Pandemic
Then came COVID-19.
Just as everything was ready for launch, Malaysia entered one of its most difficult periods.
Many businesses delayed expansion plans.
Pang decided to move forward.
“There is never going to be the perfect time to open.”
In June 2021, the first Reserved Outlet opened in Bangsar South, despite lockdowns and uncertainty.
The decision proved worthwhile.
Customers queued outside the store on opening day, giving Pang and his team confidence that Malaysians were ready for something different.
Instead of allowing the pandemic to slow progress, the company used the period to improve operations.
Every new outlet incorporated customer feedback, while products, layouts and food offerings were continuously refined.
Pang believes having the right team was one of the company’s biggest strengths.
“I’m very blessed to have an amazing team of people from various backgrounds advising me and providing me with different perspectives.”
How emart24 Is Expanding Across Malaysia
Five years after entering Malaysia, emart24 continues to strengthen its position in the market.
The company now operates over 100 outlets nationwide, with 34 outlets receiving halal certification for their counter food offerings.
According to Pang, the certification covers freshly prepared food served at store counters, while the company continues working closely with JAKIM to obtain broader halal certification across its operations.
He also reassured customers that products sold on store shelves are free from alcohol and do not contain non-halal ingredients.
To support future growth, the company is investing in its own central kitchen.
The facility will improve quality control, strengthen halal assurance, accelerate new product development and ensure consistent food quality across every outlet.
It will also allow the company to expand its ready-to-eat meal range while improving operational efficiency.
“The central kitchen allows us to better control quality, introduce new products faster, follow market trends and ensure the halal status of our products.”
Malaysia currently has a few Reserved Outlets located at Tamarind Square, Cyberjaya, Bangsar South and Sunway, Subang Jaya; each offering a larger layout and wider food selection than regular outlets.
What’s Next For emart24?
Expansion remains a key priority.
Pang revealed that emart24 plans to open 50 new outlets during 2026, with each new store requiring an estimated investment of around RM500,000.
The biggest challenge is no longer consumer awareness.
Instead, it is finding strategic locations as competition for commercial space intensifies among convenience stores, pharmacies and food-and-beverage brands.
Even as the network grows, Pang says maintaining consistent pricing and product quality across every outlet remains one of the company’s biggest commitments.
Building A Legacy Beyond The Family Business
Although Pang grew up inside one of Malaysia’s most successful family businesses, he wanted to create something that reflected his own entrepreneurial journey.
Many of the values he learnt at Mamee continue guiding the culture he hopes to build.
“At Mamee, our core values are innovation, intensity, integrity and involvement. These are the same values that I hope to cultivate at emart24.”
He also draws inspiration from the generations before him.
“I take a lot of inspiration from my grandfather and father. They committed their entire life savings into a venture they had no experience in. Despite that, with hard work, respect and integrity, they made it.”
Today, Pang is writing his own chapter.
From helping modernise one of Malaysia’s most iconic snack companies to building emart24 into one of the country’s fastest-growing convenience store chains, his story shows that sometimes the greatest entrepreneurial journey begins by having the courage to step outside the family legacy and create one of your own.
Sources: 1| 2| 3| 4| 5
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