Myeongdong crowded with foreign tourists. (Yonhap)
SEOUL, Sept. 8 (Korea Bizwire) — South Korean retailers are bracing for the return of Chinese tour groups, set to enter visa-free from September 29, by rolling out fresh promotions and diversifying their product lineups beyond luxury cosmetics to fashion, lifestyle and even convenience store exclusives.
In the mid-2010s, Chinese “Youke” travelers became synonymous with bulk purchases of premium skincare. Now, industry data show shifting tastes: eyewear brands like Gentle Monster and K-fashion labels are in high demand, alongside health foods and lifestyle goods.
Lotte Department Store has created curated boutiques under the “Kinetic Ground” platform to showcase trendy domestic brands, while its duty-free arm plans to open a new “K-Beauty Hall” in Myeongdong and expand local specialty food offerings.
Shinsegae Department Store is launching a “Global Shopping Festa” around the Chuseok holiday, targeting categories popular with foreign shoppers, while convenience chains are also preparing.
GS25 is promoting Greek yogurt, highballs and K-pop albums as rising favorites, and has published a “K-Convenience Store Guidebook” featuring product rankings and celebrity snack picks. Seven-Eleven, meanwhile, is pushing souvenir items themed around Korean symbols such as the national flag and old currency.
This file photo shows a street in the popular tourist district of Myeongdong, in central Seoul, on June 26, 2025. (Image courtesy of Yonhap)
Duty-free shops, the biggest beneficiaries of group tourism, are mobilizing overseas. Lotte Duty Free is strengthening ties with agents in second- and third-tier Chinese cities such as Chongqing and Qingdao, while Shilla is targeting corporate travel groups.
Shinsegae Duty Free is focusing on smaller, higher-spending groups. Retailers are also adding experiential draws like revamped “Star Avenues” and AI-powered translation services to smooth shopping for international visitors.
Yet challenges remain. Travel patterns have shifted toward individual tourism, raising questions about whether duty-free operators will recapture their former dominance. Rising hotel costs since the pandemic could also weigh on package competitiveness.
“Visa-free entry for Chinese group tourists could mark a turning point for Korea’s tourism recovery,” one duty-free executive said. “But the real test will be whether spending rebounds.” Industry watchers expect clearer signals by late October, when Seoul hosts the APEC summit, a gathering that may also draw China’s President Xi Jinping.
Lina Jang (linajang@koreabizwire.com)