The Rise of Practical Tourism Purchases in Korea: A New Trend

Published on December 16, 2025

Visitors in South Korea are being influenced in reconsiderations of what they ought to buy while in the country, and it has been evident that there has been a discernible shift away from the luxurious purchases and more into a practical approach in terms of the procurement of products. The change in consumer behavior in the shopping culture of South Korea has occurred from the aspect of being associated with high-end branded goods to a more everyday approach. This has been seen in a report put out by the Korea Tourism Organization.

A Drop in Big-Ticket Purchases, but More Frequent Spending

The days of tourists splurging on expensive items in Korea’s high-end department stores seem to be behind us. Data compiled by KTO, based on credit card transactions from 2018 to September 2025, reveals that while the average spend per transaction has decreased, the frequency of purchases has significantly increased. Per-transaction spending dropped from 150,000 Korean won (around $115) in 2019 to 120,000 won (around $90) this year.

However, the total spending per visitor has seen a striking 83% increase during this period, primarily driven by a dramatic 124% rise in the frequency of purchases. This suggests that tourists are more inclined to make multiple smaller purchases rather than focusing on one large, extravagant item. The trend marks a departure from luxury-focused shopping, reflecting the evolving nature of travel in the post-pandemic era, where experiences and practicality are valued more than ever.

Practical, Affordable Purchases: The Rise of “K-Lifestyle Goods”

One of the biggest beneficiaries of this shift is the “K-lifestyle goods” market, which includes a variety of quirky and culturally unique items that offer a more personalized experience for visitors. These include items like Korean stationery, character merchandise, and accessories that are distinctly Korean. These products resonate with international visitors who seek to bring home a piece of local culture in the form of everyday, usable goods.

The rise in sales at “gacha” shops (arcades with claw machines and capsule toy dispensers) illustrates the growing appeal of such affordable and fun souvenirs. In the first nine months of 2025, the number of transactions at these shops surged by 142% compared to the same period in 2024. The quirky charm of these items, often linked to popular K-culture trends and iconic characters, has struck a chord with visitors. Additionally, stationery stores and bookshops saw a growth of 48.7% and nearly 40%, respectively, underscoring the increasing demand for simple, useful items that reflect the charm of Korea.

Fashion Shifts Toward Everyday Apparel and Accessories

In the fashion sector, tourists are spending more on everyday items like sportswear, accessories, and underwear rather than traditional, high-end fashion pieces. This shift reflects the broader trend of practicality, as travelers opt for items that are easier to use or take home. Korean street fashion and trendy, casual wear have become global phenomena, influencing how international visitors shop for clothing.

In particular, accessories such as bags, hats, and sneakers—often influenced by K-pop idols and Korean dramas—have become increasingly popular among tourists. This trend has been amplified by the global popularity of Korean fashion and its association with comfort and style. As a result, tourists are spending less on luxury goods and more on pieces that reflect their everyday lifestyle.

The Continued Dominance of K-Beauty

While the trend toward practical purchases is growing, one sector that continues to thrive is K-beauty. South Korea has long been a leader in skincare and cosmetics, and this sector remains a major draw for international visitors. Cosmetics sales saw a 35% increase in 2025, with pharmaceutical purchases jumping 67% and health supplements—particularly red ginseng products—skyrocketing by 75%.

Tourists flock to health and beauty retailers like Olive Young, one of the most prominent chains in Korea. These stores have seen explosive growth, not only in tourist-heavy areas like Myeong-dong but also in trendy districts and outlet malls. K-beauty products, known for their high quality and innovative formulas, are often considered a must-buy for travelers, and the ease of accessibility and affordability make them a top choice for tourists.

A Growing Focus on Korean Culture and Content

The shift toward practical, lifestyle-driven spending in Korea is not just about the products—it’s also about the cultural experience. Lee Mi-sook, head of KTO’s tourism data strategy team, noted that the transition from luxury goods to more practical purchases highlights the increasing influence of Korean culture, especially through K-content like K-pop, K-dramas, and Korean films. These cultural exports play a major role in shaping tourists’ preferences and creating demand for K-lifestyle goods.

“The transition from high-end consumption to practical, lifestyle-driven spending shows how Korean culture and K-content are expanding their influence in the global tourism market,” Lee said. This cultural shift is transforming the way tourists experience Korea, making it not just a place to visit but a lifestyle to embrace.

Impact on Travel and Tourism: A Shift in Spending Behavior

This changing consumer behavior has important implications for the tourism industry in Korea. As tourists look for more affordable, everyday items that reflect local culture, the focus of retailers and tourism operators is shifting to meet these demands. Shops are expanding their offerings to include more K-lifestyle goods, and tourism campaigns are highlighting experiences rather than just luxury products.

The shift also speaks to a broader global trend of tourists seeking more authentic, meaningful travel experiences. Visitors to Korea are no longer just looking for high-end luxury goods but are interested in engaging with the local culture in a way that is tangible and affordable. This trend provides opportunities for local businesses to cater to a wider range of tourists, from budget travelers to those looking for unique cultural souvenirs.

The Evolving Landscape of Tourism in Korea

In short, such a trend in the spending of foreign tourists in Korea signals a transformation occurring in the global tourism industry: while luxury shopping remains part of the experience, visitors increasingly prioritize practicality, culture, and everyday items that complement their travel. The growth of K-lifestyle goods, the continued dominance of K-beauty, and accessible, affordable fashion and souvenirs are all combining toward a more diverse and sustainable tourism model in Korea. This will be important for businesses to note as the country continues its rise as a tourism destination.