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Oseyo

Korean- and Asian-food retailer

Overview

Oseyo runs a UK supermarket chain focused on Korean and other Asian foods, household items, stationery, and K-pop merchandise. Its stores carry fresh and frozen foods, snacks, sauces, and ready-to-eat meals from major Korean brands, plus K-beauty products, electronics like rice cookers, and official K-pop merch. The shopping experience combines a broad product range with in-store attractions such as interactive photo booths (“Oseyo Snaps”) and ice-cup drink stations, creating a welcoming, culture-filled environment. Oseyo differentiates itself by being part of the H Mart group, leveraging widespread Asian product assortment and cross-category offerings (beauty, electronics, media) in high-traffic city locations, aimed at both East/Southeast Asian communities and the wider UK population. Its goal is to bring Korean and Asian culture to UK shoppers, making Korean and Asian goods easy to access and enjoy for a diverse customer base.

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About Oseyo

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Industries

Food & AgricultureConsumer Goods

Company Size

51-200

Company Stage

N/A

Total Funding

N/A

Headquarters

London, United Kingdom

Founded

2015

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Simplify's take

What believers are saying

  • Oseyo reported 20 UK stores on November 10, 2026, showing sustained rollout momentum.
  • Newcastle's 20,000-square-foot flagship broadened the brand beyond London into regional growth markets.
  • Genda Europe's claw machines generate £1,000-£2,000 monthly per site, adding ancillary revenue.

What critics are saying

  • Tesco, H Mart, and local Asian grocers can replicate product breadth and squeeze margins by 2027.
  • Imported Korean inventory faces FX and shipping shocks, directly hitting gross profit in weeks.
  • Oseyo depends on Hallyu demand; if it cools, discretionary lifestyle sales collapse fast.

What makes Oseyo unique

  • Oseyo combines Korean groceries, K-beauty, homeware, and K-pop merchandising under one roof.
  • Its Newcastle flagship opened July 25, 2026, proving an experiential format customers travel for.
  • The brand uses photobooths, claw machines, and Ramyun Libraries to increase dwell time.

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Benefits

  • Employee Discount
  • Mental Health Support

Company News

Better Retailing
Oct 5th, 2026
EXCLUSIVE: Claw machine bringing c-stores in £1-2k monthly.

EXCLUSIVE: Claw machine bringing c-stores in £1-2k monthly. The machines from Genda Europe contain official plush toy prizes from partnered Japanese brands popular with kids and young adults such as One Piece and Dragon Ball UK convenience stores are taking £1,000-2,000 per month through a claw machine supplier that's on the hunt for more shops to work with. The machines - similar in size to floor-standing coffee machines - are provided to stores free of charge on a revenue-share model and require only a power socket to operate. Customers play with a £1 token, purchased from a separate dispenser. Genda Europe senior manager Jun Nishiumi told Better Retailing the company had partnered with South Korean convenience chain Oseyo to install machines in some of its UK stores, where they generate an average of £1,000-to-£2,000-worth of plays a month. "Our aim is to bring Japanese products to the market globally, and what we want to do is partner with more venues in the UK to install our machines," he said. "Take Oseyo, for example. Yes, they have customers who are enthusiastic about Asian culture, but there are lots of different people from other cultures within their footfall. It works really well." Store requirements. Nishiumi said the only store requirements were high footfall and hosting at least two units. Each unit measures 70cmx54cmx65cm, and Genda recommends placing them together for them greatest impact. Asked about the ideal location in store, Nishiumi said: "The aim of the machines is to bring more footfall in, so they'll ideally be visible from the outside, especially if you're located on a high street. "We also make sure to rotate the prizes so there's no repetition. We're also in contact with the store for support on a weekly basis."

Hexham Courant
Jul 24th, 2026
Oseyo to open Newcastle's largest Asian supermarket.

Oseyo to open Newcastle's largest Asian supermarket. Oseyo, Newcastle (Image: Supplied) AN Asian supermarket, set to be the largest in Newcastle, is coming to the city. Oseyo, the UK's leading Korean food and lifestyle retailer, will open its largest store yet at Eldon Square in Newcastle tomorrow (July 25), marking its North East debut. The new location will offer a wide selection of Asian groceries, snacks, beauty products and lifestyle items, along with Korean-style photobooths and Japanese arcade claw machines. Helen Cowie, centre director at Eldon Square, said: "We're incredibly excited to welcome Oseyo's largest store to date at Eldon Square, especially as the opening will mark the brand's first arrival in the North East. "And with Oseyo bringing a fresh and exciting new offer to the centre, that combines authentic Korean food, beauty and lifestyle products. We know the people of Newcastle will welcome the new store with enthusiasm." The opening will be celebrated with an official ceremony, entertainment, a traditional lion dance, product tastings and live demonstrations. Customers who spend £20 or more on opening day will receive a VIP goodie bag, while stocks last. Oseyo's arrival adds to Eldon Square's expanding food and drink offering, which already includes Nando's, Chaophraya, Wingstop, Boost and the recently opened Freight Island.

Bdaily
Feb 19th, 2026
Oseyo to open flagship Newcastle store

Oseyo to open flagship Newcastle store. An Asian supermarket retailer is set to expand into the North East with its largest store to date at a Newcastle shopping centre. Oseyo will open a 20,000sq ft supermarket at Eldon Square later this year, marking the brand's first location in the region. The move forms part of a wider regional growth strategy, with the Newcastle site acting as a gateway to the North East and Scotland. Bosses say the store will offer a wide range of Korean and Asian food, alongside toys, stationery, houseware and electronics. Designed as an experiential retail space, it will feature Korean-style photobooths, Japanese-imported claw machines, a dedicated beauty section and a bespoke 'Ramyun Library' showcasing an extensive selection of ramyun from across Asia, alongside dedicated tasting areas where customers can sample products such as dumplings and ramen free of charge. Isaac Kweon, operations director at Oseyo, said: "Following the success of our other Northern stores, we were drawn to Eldon Square for our biggest and newest site due to the city's strong student population, vibrant food culture and diverse audience demographics. "These factors, when coupled with the exciting transformation afoot at the centre, leave us with great confidence that our new site will be a massive success." Bernice Nesham, director of asset management at Pradera Lateral, specialist asset manager of Eldon Square, added: "Starting in 2015 with a small shop on Tottenham Court Road, Oseyo has been reinventing the Asian supermarket industry in the UK over the last decade. "We are thrilled to have such an innovative and disruptive brand select Eldon Square as both its largest store and its first in the North East. "From new brands like Oseyo to the opening of our new multi-use leisure offering Freight Island, Eldon Square is charging into the future of bringing the very best experiences to our visitors." Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help Explore these topics. Enjoy the read? Get Bdaily delivered. * Occasional offers & updates from selected Bdaily partners

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