Pyongyang grocery chain aims to boost living standards

At a time when the world’s biggest grocery chains are struggling to perform, a new chain of stores in North Korea aims to mimic their success. The government owns these stores – private enterprise is still officially forbidden in the country – but their existence is seen as a step towards a better quality of life. Hwanggumbol stores, or “golden fields”, are open longer, have more products at reasonable prices and are focused on quality.

We thought that if we’re selling the things that people need in everyday life, and our opening hours are longer than other shops, our prices are reasonable and we provide guaranteed quality, then people would like it.

Ryang Sung Jin

he shops sell local and imported food and drinks, clothes, daily necessities like soap and shower gel, Tupperware-style plastic boxes, stationery and some consumer electronics – they hope to expand into a wide array of services, from laundry to train-ticket booking. The store is part of reforms rolled out in 2012 aimed at boosting the nation’s living standards shortly after leader Kim Jong Un assumed power.

I’m really glad to have this shop that has opened near my house and that sells us the things we need.

Ri Hye Hwa, customer who works early and says he’s not easily able to go shopping for food and daily necessity

Business North Korea