FairPrice Group wins at FMCG Asia Awards 2025 for Southeast Asia’s first Lotte Mart Express store-in-store

The company showcased innovation and agility through a first-of-its-kind partnership with LOTTE Retail. 

FairPrice Group has been proudly recognised in the Retail Partnership of the Year - Singapore category at the FMCG Asia Awards 2025. This prestigious award celebrates the launch of Southeast Asia’s first LOTTE Mart Express store-in-store within FairPrice Xtra, showcasing the company's innovation and agility through a first-of-its-kind collaboration with LOTTE Retail. 

The partnership represents LOTTE’s first retail expansion into Southeast Asia in 17 years. For FairPrice Xtra, this store-in-store proves FairPrice Group’s promise to redefine the retail experience for families and make every day a little better for its customers through innovative retail concepts. It successfully executes against the group’s strategy to shift perceptions toward the FairPrice Xtra brand from a grocery destination to a one-stop experiential shopping experience. 

Driving Xtra excitement and Xtra variety 

The LOTTE Mart Express store-in-store focuses on providing a fun and engaging shopping trip for the whole family. 

The store-in-store, completed in just nine months, introduced unique features such as a DIY ramen bar, an ice-cup coffee counter, and a photobooth inspired by those found across South Korea.

The space also features Yorihada Kitchen, a dedicated dining concept that serves traditional Korean street food favourites such as tteokbokki and eomuk. 

To ensure authenticity and high-quality service, FairPrice Group staff even underwent specialised culinary training in Korea by professional chefs. 

Furthermore, the store brings together more than 700 Korean products, spanning snacks, condiments, frozen goods, and private-label items. This vastly expanded assortment reflects FairPrice Group's commitment to expanding Singaporeans' access to diverse, quality offerings from around the region. 

Demonstrating measurable impact and growth 

The strategic value of this partnership is clearly reflected in the remarkable business results, showing the success of format innovation.

The launch drove a significant 20% increase in shopper traffic at the FairPrice Xtra VivoCity in the months following the launch. It also generated extensive attention and media exposure, with 55 features that reached an estimated 3.4 million consumers nationwide.

The collaboration was extended beyond the store-in-store, with LOTTE products also introduced across over 100 FairPrice outlets in Singapore, extending the partnership’s reach. 

Building on this momentum, FairPrice Group is excited to announce the launch of its second LOTTE Mart Express store-in-store, opening soon at FairPrice Xtra JEM. 

The collaboration expands Singaporeans’ access to diverse, quality offerings from around the region, reflecting FairPrice Group’s commitment to making every day a little better for those it serves through engaging retail experiences, partnerships, and concepts. 

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].