Samjin Fish Cake Opens Store in Shanghai, Accelerates Expansion of Local Distribution Network

[Financial News] Samjin Foods, which operates Samjin Fish Cake, a leading South Korean fish cake brand, has opened a store in a prime commercial district in Shanghai, China, and is stepping up its push into the local market. Its strategy is to expand its business base in China by linking offline stores with local distribution channels.
Samjin Foods announced on the 19th that it opened the Samjin Fish Cake East China No. 1 Store on the second basement level of New World Dawan Department Store, located on Nanjing East Road in Shanghai’s Huangpu District, on the 16th.
The store covers approximately 40 square meters (12.1 pyeong). Located near Nanjing Road, one of Shanghai’s signature shopping streets, and The Bund, a major tourist attraction, it is expected to appeal to a broad range of customers, including local consumers, tourists from China and abroad, nearby residents and office workers.
The store operates in a hot deli format. Products are prepared as soon as customers place their orders, allowing them to enjoy the fish cakes warm. A standardized operating model has also been adopted with an eye to efficiency and the potential for future store expansion.
The menu includes nine hot deli items, such as fish cake croquettes and hot bars; two varieties of fish cake bokki; one fish cake soup item; and two beverages. Cheese croquettes made with cheese, which is popular locally, and rosé-style fish cake bokki, featuring a creamy flavor, are among the key offerings.
According to Samjin Foods, the store met its daily sales target from the early days of its soft opening and has received a positive response from local customers, with sales reaching around 200% of target on some business days.
Based on customer feedback and sales data collected during the soft-opening period, the company plans to refine its locally tailored product lineup and store operations to establish a stable sales base.
Alongside expanding its stores in China, Samjin Foods is broadening its distribution network, focusing on Sunsal Bar (fish cake bar) products offered in a variety of flavors.
In late September, it began selling large-format Sunsal Bar products at two Costco stores in the Shanghai area of China. Since mid-October, it has been expanding consumer engagement through in-store sampling events. Lawson sells Sunsal Bar at about 1,300 stores in Shanghai and nearby areas, and the products are also available at Hema stores in Shanghai, through its fresh-food distribution channel.
Samjin Foods plans to use the new East China No. 1 store as a base for expanding its business in China. It will analyze local consumers’ product preferences and store operating data to further refine its operating model, and is also pursuing plans to open additional stores in China in 2026.
Samjin Foods CEO Park Yong-jun said, “This first East China store in Shanghai will be a new opportunity to introduce local consumers to Samjin Fish Cake’s distinctive products and brand experience. We will continue to offer products that reflect local consumers’ tastes and the characteristics of the market, and strengthen Samjin Fish Cake’s brand competitiveness in China.”
[email protected] Kwon Byeong-seok Reporter