K3Mart blends Korean culture and local MSME products in one store

The Indonesian convenience store offers a 50:50 ratio of imported and local products in their 30 outlets.

K3Mart is integrating Korean products into its convenience stores, banking on the growing popularity of K-pop among Indonesians to boost sales.

The Indonesian convenience store, which has become a sales platform for more than 2,000 micro, small and medium enterprises (MSME), expects to increase the appeal of local products by putting them next to Korean wares. In addition, K3Mart also sells the most complete variety of instant noodles in Indonesia.

"Not only does K3Mart serve as a convenience store selling Korean and MSME products, but it also offers a unique and engaging shopping experience for customers," K3Mart CEO and founder Richad Stanlay told Retail Asia.

Every store of K3Mart, which opened its first store in Jakarta in early 2023, features bright colours worthy of an Instagram post.

It also offers customers a dine-in experience with an open kitchen concept where customers can watch live cooking demos of ramyun or Korean instant noodles. Clients also have the freedom to mix and match their own food and drinks.

"Our motto is ‘a little bit different is better than a little bit better,’ reflecting K3Mart's spirit to always be different and provide the best for customers," Richad said.

K3Mart aims for the local market, specifically Gen Z and millennials, many of whom are crazy about K-pop.

K3Mart’s marketing strategy takes into account Gen Z and young millennial mothers, who are the most active on social media. They are always in the company’s mind when it tries to create a shopping experience that’s worthy of a social media post, whether on Facebook, Instagram or TikTok.

“For example, we provide shopping baskets for children, making customers want to share their experiences on social media, which automatically becomes our most effective marketing strategy," Richad said.

K3Mart uses social media to gauge exposure. Every mention and photo of a new store or K3Mart product on Facebook or Instagram is free marketing.

The company’s own social media posts normally get millions of views each month, Richard said.

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'Global stage'

"K3Mart strives to provide an experience that makes customers feel like they are in Korea,” he said. “Therefore, our R&D team continues to innovate and update to ensure a different shopping experience.”

The CEO said there is one local product for every one imported product, including those from South Korea, in K3Mart stores.

Local products are no longer limited to food and now include merchandise. But food items remain dominant, accounting for 90% of the total products.

There are 30 K3Mart stores in the Jakarta metropolitan area — some inside malls, such as Kota Kasablanka and soon in Lippo Mall Puri, Senayan Park, Sun Plaza, and Semanggi.

Many others are stand alone stores near residential areas, colleges and workplaces. Richad said K3Mart plans to open 20 more stores by year’s end.

He cited the need to balance innovation in terms of products, customer experience, and service to keep people coming back.

The company has set up a K3Mart Academy in Jakarta, where it trains new employees for a week. Workers also get continuous training at the stores.

“The training we provide is not only for employees to succeed at K3Mart but also to instil entrepreneurial values in them," Richad said. K3Mart has about 600 employees across their 30 stores.

Richad’s vision is for K3Mart to expand across Indonesia and become a successful local brand.

“We also do not rule out plans for international expansion, where success in the local market becomes a motivation to prove that local brands can compete on the global stage,” he added.