In a move that reflects Mexico’s growing diversity and globalization, Soriana has opened its first store in Pesquería, Nuevo León, incorporating Korean signage. This is a nod to the significant Korean community in the region.
The decision to include Korean signage at Soriana’s new branch responds to the significant presence of Korean expatriates and investors in Pesquería, an area that has seen notable growth due to foreign direct investment, especially in the automotive sector. This localization strategy seeks not only to facilitate the shopping experience for the Korean community, but also to strengthen inclusion and diversity within the local market.
Pesquería and “Pescorea”
By 2024, the Korean population in Pesquería, Nuevo León, has had a significant impact on the region, to the point that the city is colloquially known as “Pescorea.” The arrival of Korean companies, mainly from the automotive sector such as KIA and Hyundai, has been the main driver of this migration. There are an estimated 3,000 Koreans living in Nuevo León, many of whom reside in Pesquería and Apodaca.
This phenomenon has transformed daily life in these areas, with businesses and services now offering Korean products, from supermarkets to restaurants and cosmetics stores. Korean cultural influence is evident, with signs in Korean and Spanish, and a notable presence of elements of Korean culture in the daily life of the community.
Features of Soriana in Korean
The Soriana store in Pesquería offers a wide range of products that include typical Mexican items and selections that appeal to the tastes and preferences of the Korean community. In addition, the store is equipped with cutting-edge technology to improve the shopping experience, from quick payment systems to mobile applications for efficient navigation within the establishment.
The opening of this store has not only been well received by the Korean community, but has also set a positive precedent for cultural adaptation in businesses that operate in areas of great ethnic and cultural diversity. Soriana has demonstrated a commitment to adaptability and respect for multiculturalism that is expected to be a model for other companies in Mexico to follow.
Source: emprendedor
