FamilyMart taps influencer Seonma Shin for ready-to-eat Korean menu

FamilyMart Malaysia has teamed up with Instagram influencer Seonma Shin, best known for sharing her Korean recipes and experiences as a Korean living in Malaysia, for a food collaboration that’s drawing attention not just online, but also on the shelves.

The partnership, announced on Shin’s social platforms on 1 June, quickly gained traction. Her video detailing the backstory of the collaboration has garnered over 26,000 likes and 4,600 shares, resonating deeply with fans who have followed her journey from home cook to entrepreneur.

What started as a casual outreach from the convenience store chain eight months ago blossomed into a full-fledged menu collaboration between FamilyMart and Okmaya, Shin’s brand of Halal-certified Korean sauces and pastes. In the now-viral video, Shin shared that the project was about more than just food, it was about sharing her mother’s legacy.

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"This is not just another menu item, as the pastes come from my mother's recipe which I grew up eating, which I then turned into Halal version so everyone in Malaysia can enjoy," added Shin. Working closely with FamilyMart’s food development team, Shin and Okmaya co-created four ready-to-eat Korean-inspired items that reflect popular dishes commonly found in South Korean convenience stores. The collaboration is now available across 450 FamilyMart stores nationwide, under the special campaign label, Seoul Authentic.

What made this campaign stand out is how it breaks away from the typical "influencer-as-poster" model. Shin wasn’t just promoting a product, she co-developed it. She explained that the recipes went through multiple rounds of testing to ensure they could be safely delivered and consumed across Malaysia. This campaign exemplified how influencer-brand tie-ups can evolve beyond the expected, moving from mere endorsements to fully-fledged product integrations that drive both brand equity and tangible retail outcomes.

In addition to the product launch, FamilyMart and Shin engaged in social-led storytelling to further personalise the campaign. In a follow-up video, Shin is seen working a shift at a FamilyMart outlet, sweeping floors, restocking shelves, and prepping meals. The light-hearted content adds a playful, behind-the-scenes touch, bringing fans along for the ride and reinforcing Shin’s hands-on role in the launch.

This was further complemented by a mini competition on social media, inviting fans to a special tasting event with Shin at FamilyMart Bangi on 9 June, further closing the loop between online content and real-world experience. “We tested the recipes many times to create a version that can be safely delivered all across Malaysia. Using Okmaya's bulgogi sauce, we developed four amazing menus which Koreans always enjoy at convenience stores,” she said in her announcement.

The Seoul Authentic menu consists of four items, a bulgogi beef gimbap (rice roll), bulgogi beef bibimbap (rice bowl), bulgogi beef onigiri (rice ball), sundubu jjigae rice (tofu stew rice), and bulgogi beef bagel sandwich to be released soon. These ready-to-eat meals can be found at the FamilyMart's open chiller section.

While FamilyMart has not shied away from releasing new and localised flavours for its convenience food offerings, it has not executed an influencer collaboration as such before. However, it is no stranger to collaborations with fellow brands and IPs. Earlier this year, it unveiled a Squid Game 2 collectibles, including tees, pins and socks, as well as limited-edition food packaging in-stores in conjunction with the Netflix series' launch.

Prior to that, it paired up with local shoe brand Christy Ng for the launch of a tumbler, tote bag and umbrella collection featuring a special Mount Fuji illustration. And last year, it announced a partnership with ZUS Coffee for a redeemable ZUS x FamilyMart teddy bear alongside the beverage company's new product release. 

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