South Korea’s Shopping Shift: Tourists Flock to Myeong-dong, Olive Young, and Local Stores for Affordable K-Beauty, Stationery, and Everyday Goods in 2025 – What To Know About the Shifting Trends

Published on December 22, 2025

In 2025, a significant shift in tourists’ shopping habits in South Korea has been observed, as they increasingly lean toward purchasing practical items instead of splurging on high-end luxury goods. This new trend in spending behavior reflects a global cultural shift driven by the popularity of K-content and Korean lifestyle influences.

While previously, travelers would fill their luggage with expensive designer bags and luxury goods, recent data shows that foreign visitors now focus more on affordable, everyday products that connect them to local Korean culture. This change has been especially noticeable in areas like Myeong-dong, a vibrant district in Seoul that’s traditionally known for its luxury shopping and bustling market scene.

Practical Purchases Outshine Luxury Items for Tourists

The Korea Tourism Organization (KTO) recently released findings from its extensive research, revealing that tourists are now making smaller but more frequent purchases, with a significant jump in the number of transactions compared to previous years. The average spending per transaction has dropped from 150,000 won in 2019 to 120,000 won in 2025, signaling a move away from high-cost luxury items to affordable, accessible products. However, despite the decrease in per-transaction spending, the total expenditure per visitor has surged by 83 percent, largely due to a 124 percent increase in purchase frequency.

This surge in spending is linked to tourists seeking out products that embody the local culture and lifestyle of South Korea. Instead of splashing out on luxury items, tourists are gravitating towards K-lifestyle goods, including quirky stationery, character merchandise, and fun accessories that reflect Korea’s pop culture and trend-driven products. These items are perfect for tourists looking to take home a slice of Korean culture at affordable prices.

South Korea’s K-Beauty and Health Products Lead the Charge

Among the key categories of products that have seen a significant uptick in tourist purchases are K-beauty products and health supplements. Cosmetics sales have experienced a 35 percent rise, while pharmacy purchases have surged by 67 percent. Notably, red ginseng products, a traditional health supplement popular in Korea, have seen an impressive increase of 75 percent in sales.

The growing demand for K-beauty and health-related products has been particularly strong in store chains like Olive Young, a major retail brand found in Seoul and Incheon, which attracts both local and foreign shoppers. These stores are now seeing a significant increase in foot traffic, as international visitors seek out products that are unique to the Korean market. With beauty trends from Korea becoming global phenomena, it is no surprise that foreign visitors are eager to stock up on the latest skincare and cosmetic innovations that South Korea is so famous for.

A Surge in Stationery and Gacha Shop Purchases

Another surprising trend is the surge in sales at stationery stores and bookshops, which have seen gains of up to 48.7 percent. Tourists have become enthusiastic buyers of Korean stationery products, from cute notebooks to pens and planners, all of which reflect Korea’s love for fun and personalized stationery. The trend has also extended to gacha shops, or arcades featuring claw machines and capsule toy dispensers. These shops have seen an extraordinary 142 percent increase in transaction numbers compared to the previous year.

For many tourists, these affordable, unique items represent a chance to experience a more personal, hands-on aspect of Korean culture, away from the glitz of designer stores. Character merchandise tied to popular Korean dramas and K-pop idols is another strong driver of this trend, as visitors purchase souvenirs linked to their favorite K-pop stars or television shows.

Fashion Trends Focus on Accessories and Comfort

Even in fashion, there is a noticeable shift. Underwear, sportswear, and accessories have gained more popularity than traditional apparel, as tourists opt for more comfortable and practical purchases that can easily fit into their lifestyles. Korean fashion has become increasingly focused on functionality, with an emphasis on comfort, making it a perfect match for travelers looking for wearable souvenirs that they can use daily. Accessories such as scarves, hats, and bags with distinct Korean designs are gaining popularity.

What Tourists Should Know Before Visiting South Korea in 2025

For tourists planning a trip to South Korea, it’s essential to embrace the new trend of practical shopping. While Seoul’s luxury stores still offer high-end options, visitors are now encouraged to explore the city’s many unique local stores, where they can discover fun and quirky items that reflect the country’s pop culture. In addition to shopping, make sure to visit famous districts like Myeong-dong, Insadong, and Hongdae, where you can find vibrant markets, quirky shops, and trendy beauty stores.

If you’re a fan of K-beauty, don’t miss out on exploring South Korea’s local beauty retail scene, especially places like Olive Young. Health products, particularly ginseng, are also must-buy items for tourists seeking a taste of traditional Korean wellness.

A Shift in Global Shopping Trends

The increase in practical, lifestyle-oriented purchases reflects not just a trend in South Korea but a broader change in global tourist behavior. As travelers seek more authentic, personalized, and affordable experiences, countries around the world will need to adapt to these evolving consumer habits. In South Korea, the combination of K-culture and local goods has created a winning formula for attracting foreign visitors looking for more than just high-end brands.