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Samjin Foods debuts fishcake cafe in China
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By
Ko Dong-hwan
Published
May 20, 2026 9:00 am
KST
Samjin Foods’ first fishcake cafe in China, located in Yuhua District of Changsha, Hunan province, is crowded with visitors during its preview day, April 16. Courtesy of Samjin Foods
Major fishcake maker Samjin Foods introduced Korea’s popular street food to China by opening a fishcake cafe, the first of its kind, in Hunan province on Wednesday.
The Busan-based company opened its first shop in China inside Taskin Mall at Desiqin City Plaza, a landmark in the Yuhua district of Changsha. The commercial hotspot, which sees average daily foot traffic of 60,000 people, houses offline stores for China’s 30 top-selling retail brands. According to the company, the area is especially busy with people in their 20s and 30s, making it an ideal hub for its expansion in China.
The two-story store features a giant media wall displaying the Busan coast, an appealing feature for visitors from inland cities. Localized menu items include five-spice beef croquette, mala lobster croquette, a deep-fried fish cake with stir-fried beef, and a bamboo shoot and sausage croquette, all of which use popular local ingredients.
Ahead of the official opening, Samjin opened the store to the public on April 16 for a sneak preview. The company said the shop was crowded with over 600 visitors, 82 percent of whom made a purchase.
In addition to the store, Samjin has expanded its fishcake distribution across China by successfully entering Freshippo, a rapidly growing major retail platform in the country, with its fishcake products. By participating in SIAL Shanghai 2026 and the Korea-China Consumer Goods Forum this week, the company aims to promote its brand to local firms and build a global business network.
Samjin is also targeting Taiwan. After its first pop-up at a department store in Taichung last November, the company has held 11 more pop-ups there, while securing locations for nine more this year. Kwon Hee-won, a Korean professional cheerleader with a strong fanbase in Taiwan, has joined the brand’s local consumer events, boosting its visibility.
"The first Samjin store in China will serve as an important milestone in spreading Korea’s fishcake cafe culture and Busan’s symbolism in the food industry to the local Chinese market,” a Samjin official said.
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