E-Mart 24 unveiled of 13 new matcha products, offering its total matcha lineup to 16 items. These products, including desserts, dairy, snacks, and drinks will be launched throughout this month. The designs of the packaging feature the "MATCHA" logo as well as color, making it easy to identify.
Some of the new products include the "Chocolate Matcha Cream Roll" (KRW 3,800), a chewy chocolate sheet filled with matcha cream and chocolate, and "Strawberry Matcha Mochi" (KRW 2,900), combining a sweet and bitter flavor. There’s also the "Strawberry Matcha Cream Sandwich" (KRW 4,200), which uses seasonal fruit. For snacks, E-Mart 24 has introduced "Macho Q" (KRW 1,700), a chocolate-filled cube covered in cocoa powder, and two matcha lattes, "Malkra" (KRW 2,700), made with Jeju matcha and milk cream.
Products like "Matcha Cream Pasta" (KRW 5,500) and "Matcha & Milk" (KRW 2,500) are included to expand the utilization of matcha across various categories in convenience stores.
This expansion is in response to the growing global popularity of matcha, especially among younger consumers. E-Mart 24's matcha-related sales raised by 78% in 2025, with products like "Seoul Daebbang Matcha Taste" and "Chocolate Mochi Bread Matcha Taste" becoming top-sellers.
To celebrate the launch, E-Mart 24 is offering a 50% discount on select products from January 16-31 for customers who buy two or more items with an event card.