• Journal of the Economic Geographical Society of Korea
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• v.26 no.2
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• pp.110-122
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• 2023

This study examined the characteristics of the Mongolian retail market through the case of CU, a Korean retail company that successfully entered Mongolia. This study provides useful implications for Korean companies planning to enter Mongolia. Despite its proximity to Korea, Mongolia is a difficult environment for the retail market because of its small domestic market, landlocked location, inefficient logistics infrastructure, and lack of laws and regulations related to the retail industry. On the other hand, CU has successfully settled in the Mongolian market through master franchise agreements with a local company and by promoting a glocalization strategy. Mongolia CU is not just a convenience store but a place where Mongolians can enjoy global culture, and it is being reorganized as a new space where Mongolians can satisfy their consumption needs.