Best-in-class premium supermarkets in Asia

Premium grocery in Asia is no longer defined by price tags and imported labels. Across South Korea, the Philippines, China and Malaysia, the region’s top-end stores are competing on experience: what shoppers can see, taste, learn and take home beyond the basic weekly shop.  

Whether it is a dry-aging counter that shoppers can watch in action, a wellness aisle that makes healthy choices easy to navigate, a bustling food-to-go offer or a screen that nudges you from shelf to smartphone, these retailers are giving shoppers reasons to visit and reasons to return. 

Here are four stores setting the standard, and what other retailers can learn from them.

Twelve by Shinsegae: services build around healthy living 

Twelve is a space focused on healthy lifestyles and emphasizing "wellness, sustainability, and community" in South Korea. It has a curated grocery and pantry that focuses on organic produce, eco-friendly goods, dry-aged meats and health brands. 

Several services set it apart: 

• Slow Pharmacy centres on botanical art and interior aesthetics. Shoppers get recommendations tailored to their lifestyle, living space and emotional state. 

• Custom fruit hampers are built with expert advice for different occasions, then packed in an exclusive gift box that protects the fruit’s quality and freshness. 

• Live seafood, including lobster, can be steamed or prepared on-site for a small cooking fee. 

• Dry-aging is available for both beef and fish. Transparent showcases let shoppers watch the entire curing process. 

Robinsons Galleria (Philippines): making health the hero 

Robinsons builds wellness into the whole shopping experience, prompting customers to think about health with every purchase. This positions it as a go-to destination for health-conscious shoppers. 

Dedicated sections for organic products, natural ingredients and health-oriented snacks help shoppers navigate a growing range of wellness products. Clear merchandising and knowledgeable staff make healthier choices easier to understand. The Wellness section groups products into sub-categories: keto-friendly, low- and no-sugar, gluten-free, organic, high-fibre and low-sodium foods, plus beauty products and health supplements.

Olé (China): food counters that draw shoppers in 

Olé is a prominent high-end supermarket chain in China, operated by Vanguard. Its food offer combines international specialities with freshly prepared favourites, adding a strong food-to-go and foodservice dimension to the premium grocery experience. 

Counters include: 

• Chinese roasted meats, a convenient meal solution 

• Ovamos, offering Spanish-inspired cuisine 

• Freshly made pasta, which showcases preparation and craftsmanship 

• Sweet soup, a traditional Chinese dessert 

Together, these counters add variety beyond the standard supermarket range. They pair familiar local flavours with international choices and give shoppers more reasons to visit for ready-to-eat meals, snacks and treats. 

Jaya Grocer (Malaysia): premium freshness, seamless convenience 

Jaya Grocer is a premium supermarket majority-owned by Grab, the ride-hailing company. At its KLGCC outlet, fresh food takes centre stage: 

• A seafood counter displays the day’s catch. 

• A dedicated butcher counter highlights expertly selected cuts. 

• The Signature Selection range offers a premium own-label option. 

• A colourful fruit display shows off the quality and variety of the produce. 

Digital screens give the store a modern feel and help shoppers learn about its products. They also link the store to Jaya Grocer’s online offer. Messages encourage customers to order for delivery and reassure them that the service is convenient and reliable, helping carry shoppers from in-store browsing to online ordering.

Key lessons for premium retailers: 

• Make fresh food the theatre. Visible craftsmanship builds trust in quality and gives shoppers a story worth paying more for. 

• Organise around needs, not just categories. Retailers that make wellness easy to navigate will win the growing number of health-conscious shoppers, while those that leave it scattered across the store risk losing them. 

• Services create reasons to visit. Custom fruit hampers, on-site cooking of live seafood and personalised botanical advice are things e-commerce cannot easily replicate. 

• Treat food-to-go as a premium driver. Olé’s mix of local favourites and international specialities shows how foodservice can broaden a supermarket’s appeal, bringing in shoppers for a meal or treat who may then add to their grocery basket. 

• Connect the physical and the digital. Stores should be treated as a gateway to a wider relationship, not an isolated sales point. 

Opportunities for suppliers 

• Develop products that fit defined wellness territories, such as low-sugar, organic or high-fibre ranges, so they slot easily into retailers’ dedicated sections. 

• Offer premium own-label or exclusive lines, like Jaya Grocer’s Signature Selection, that give retailers something distinctive. 

• Provide training, content and in-store theatre (tastings, demonstrations, storytelling) that help staff explain provenance and benefits. 

• Support packaging and formats suited to gifting, convenience and freshness, where premium shoppers are willing to pay for added value. 

• Prepare for omnichannel by supplying product information and imagery that work across both shelf-edge screens and online listings.