Japan has long led the way in convenience stores, with combini becoming famous globally for their wide range of products and services. They’ve even become a symbol of Japan’s unique appeal.
But of course, convenience stores aren’t exclusive to Japan—other countries have successfully adopted the model. Recently, South Korea has been rising in the scene, with some saying its convenience stores (Korea: 편의점; pyeoneuijeom) have even surpassed the iconic Japanese combini.
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On June 11, 2024, South Korea’s Chosun Ilbo reported, “Korean convenience stores, once modeled after Japanese ones, are now said to have surpassed them.”
That’s a major claim in the combini world. Although convenience stores are often linked with Japan, they actually originated in the US. However, Japan’s reimagining of the combini in the 70s turned it into more than just a service—it became a concept that perfectly captures the essence of Japanese society.
The combini success story quickly crossed borders, landing in South Korea in 1989. While Japanese combini brought their signature features—24-hour service, onigiri, ATMs, and more—the model was tailored to fit South Korean tastes. Regular product planning trips to Japan helped integrate these features, setting the stage for South Korean convenience stores to thrive. The impact was swift and impressive.
Over time, the dynamic between Japan and South Korea’s convenience store scene has flipped. Japan, the birthplace of the modern combini, has seen its numbers decline since Covid-19, reaching 55,684 stores by July 2024. Meanwhile, South Korea has surged ahead, growing from 38,451 stores in 2018 to 55,580 last year. Today, South Korea leads the world in convenience stores per capita.
But that’s not all. Korean pyeoneuijeom are also leading internationally, with a bold push into Southeast Asia. GS25 now has 562 stores in Vietnam and Mongolia, while CU operates 543 stores in Mongolia, Malaysia, and Kazakhstan. Japan has expansion plans, too, but is moving at a slower pace.
However, as we’ll see, numbers alone don’t tell the whole story. Quality matters just as much. Plus, comparisons can be incomplete if they don’t consider the unique social and cultural contexts of each service.
How it all started

Combini are everywhere in Japan today, but just 50 years ago, that wasn’t the case. The story started in May 1974 with Japan’s first convenience store in Toyosu, Tokyo—7-Eleven.
It wasn’t just the first combini. It also introduced the franchise model, where store owners managed their own shops under contract. Lawson and FamilyMart soon followed, and the concept quickly took off across the country.
Currently, the national data for combini are stronger than ever, with annual sales revenue hitting ¥11.6593 trillion (USD $75B), 16.18136 billion customers, and an average spend of ¥720.5 (USD $5.00) as of July 2024. However, the number of stores has plateaued due to Japan’s declining population.
South Korea’s arrival
Just like in Japan, South Korea’s convenience store era began with a 7-Eleven opening in Seoul in 1989. This kickstarted the rise of pyeoneuijeom in Korea. According to Yonhap News:
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“Since then, convenience stores have thrived as consumer behavior shifted. With the growth of one- or two-person households and an aging population, convenience stores have continued to prosper, while department stores and large supermarkets have seen a slowdown.”
South Korea’s convenience store scene has skyrocketed over the past 30 years, with pyeoneuijeom now 1.5 times more common per capita than combini in Japan. GS25, CU, and 7-Eleven lead the charge.
Despite both countries grappling with aging and shrinking populations, their impact on convenience stores is strikingly different. In Japan, these trends have led to fewer stores, while in South Korea, they’ve sparked a store boom. How does that work?
Well, as mentioned, numbers alone don’t paint the full picture; the social context is key. Yonhap News reports that the surge in Korean pyeoneuijeom is a response to a tough job market.
With high job insecurity and low employment, many Koreans are turning to convenience stores as a solution. The franchise model is especially attractive: it requires a relatively small investment, offers independence, and provides support from the headquarters.
This trend has drawn more young people into pyeoneuijeom ownership. At CU, for example, 27% of store owners were in their 30s in 2015, and 9% were in their 20s. Meanwhile, the share of owners in their 50s dropped from 28% to 23%, making way for younger entrepreneurs. With a minimum franchise investment of 2.2 million yen (USD $14,000), plus some additional costs, it’s a relatively low-risk choice compared to the difficulties of securing other job opportunities.
Spot the differences
With the social context in mind, let’s explore how Korean and Japanese convenience stores differ.
One key difference is the size. Korean stores are generally smaller than their Japanese counterparts, often about half the size of a traditional combini in urban areas. This results in a more limited selection, especially for ready-to-eat items like sandwiches and onigiri, though instant noodles are plentiful. This size reduction helps keep costs down for store owners.
On the other hand, Korean convenience stores all feature eat-in spaces, a concept that’s also growing in Japan but has faced various hurdles, slowing its expansion.
Another standout feature is the “2+1” discount promotions, which boost the convenience factor and make Korean convenience stores tough competition for supermarkets and other retailers. Plus, you’ll frequently spot cute Korean-themed designs and exciting idol collaborations in products and ads, adding a unique and appealing touch.
Naturally, South Korean convenience stores have their downsides. For instance, they all lack services like copy machines and restrooms, which can be a big drawback for everyday needs. Yet this gap is understandable given the space limitations and other social factors impacting Korean pyeoneuijeom. Once again, context is key.
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Decoding success

So, who’s the winner? The truth is, neither. Each type of store shines in its own way, reflecting the unique needs of its society.
Japanese combini are known for their top-notch service, low prices, and always being just around the corner. On the other hand, Korean pyeoneuijeom have a more supplemental role in daily life.
Japanese stores are all about the quick grab-and-go, while Korean ones are designed for a more relaxed “buy and stay” experience. It all comes down to what fits best with each society’s needs and habits.
This straightforward approach could explain why Korean convenience stores are winning over Southeast Asia more. The region’s slower pace might make South Korean stores feel more relatable and familiar than Japanese combini. After all, doing business abroad isn’t quite the same as doing it at home.
On top of that, Korean stores are famous for their innovation and product planning. For example, GS25 launches over 1,000 new products each year, keeping the experience fresh and exciting.
Be it as it may, both models have their charm. South Korean stores have certainly put their own spin on the “convenience store” concept, while still drawing on the groundwork laid by Japanese combini. Each model has its own success story, with South Korean stores proving particularly adaptable. Regardless of preferences, both are winners for revolutionizing their service industries and sparking global interest in the concept.
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コンビニエンスストア統計データ 日本フランチャイズチェーン協会
韓国コンビニの魅力と歴史 – 旅行者の目から見た文化とトレンド Yogiyo