Foreign Tourists in Korea Frequent Marts and Outlets
Foreign tourists visiting Korea are increasingly shopping at stores commonly visited by locals, such as marts, convenience stores, and beauty shops. According to global booking platform Klook, the number of shopping-related bookings by foreign tourists in the first quarter of this year increased approximately 21 times compared to the same period last year. Japan leads in shopping product sales, followed by Taiwan and the United States.
Popular items include mobile coupons for Olive Young, Daiso, CU, and Lotte Mart, alongside free discount coupon packs for department stores and duty-free shops. Shopping vouchers like the Super Pass, which can be used at shopping malls located in Dongdaemun, such as DDP Fashion Mall, Doota Mall, and Hyundai Outlet and Duty Free Shop Dongdaemun, are also highly booked.
Tourists visiting outlets on the outskirts of Seoul are also on the rise. Tours that include outlet visits outside Seoul are gaining popularity. There’s an increasing trend in bookings for transportation products that go directly to outlets, such as express buses between Seoul and Yeoju Premium Outlets, Yeoju Premium Outlet shuttle buses, and private vehicle services to Seoul outlets.
The ‘Personal Shopping Tour’, which includes a professional stylist accompanying tourists to assist with styling using popular Korean fashion brands, is also gaining popularity. This reflects an experience-focused travel trend where tourists seek unique local cultural experiences through shopping.
Klook explained that they are expanding partnerships to offer a variety of shopping benefits to foreign tourists visiting Korea on the newly formed everyday ‘K-Shopping Road’. Currently, they are collaborating with K-fashion and beauty brands like Spao, Marhenj, and Hwipd to provide free discount coupons, with more exclusive benefits being prepared.
Lee Joon-ho, Klook’s General Manager in Korea, stated, “In addition to the previously favored duty-free shops and department stores by foreign tourists, there is an increasing trend of visiting convenience stores and general merchandise stores, reflecting diverse shopping behaviors.”