South Korea’s retailers turn to K-pop to attract tourists

CJ Olive Young’s Central Gangnam store — Olive Young has also launched K-pop pop-up stores at its Myeongdong, Seongsu, and Hongdae branches. (Source: CJ Olive Young)

By Lina Jang October 21, 2025

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As the Korean Wave continues to attract record numbers of foreign visitors, South Korean retailers are ramping up tailored marketing to meet the growing demand for K-beauty, K-pop, and cultural experiences.

According to industry data released on October 19, the number of foreign tourists visiting Korea reached 12.38 million between January and August – up 16 per cent from the same period in 2024 and even surpassing pre-pandemic levels in 2019 by nearly 8 per cent.

Retailers are seizing the moment with a mix of beauty consultations, pop-up stores, and experiential events that blend modern retail with traditional Korean culture.

Beauty meets tourism

CJ Olive Young, a leading health and beauty retailer, has expanded its ‘personal shopper’ and skin consultation services at flagship stores frequented by foreign visitors. At its Central Gangnam location, tourists can book a 45-minute personalised shopping session via travel platform Klook, which includes product recommendations and makeup guidance.

At Olive Young N Seongsu, visitors receive skin and scalp analysis, personalised colour consulting, and tailored beauty tutorials. “Foreign tourists’ interest in understanding K-beauty trends and customised product advice is exceptionally high,” said a company spokesperson, adding that foreign customers now make up 60 to 70 per cent of consultation users at the Seongsu branch.

Olive Young has also launched K-pop pop-up stores at its Myeongdong, Seongsu, and Hongdae branches, where shoppers can purchase albums and receive exclusive photo cards – a move designed to capture the global K-pop fanbase.

Convenience stores and duty-free retailers join in

Convenience store chains are also turning into mini K-culture hubs. GS25’s “New Annyeong Insadong” outlet features an AI-powered beauty device that analyses a visitor’s facial shape and personal colour, providing instant product recommendations that can be purchased on-site.

Seven-Eleven, under Lotte Group, has introduced special retail zones selling albums and merchandise from groups such as SF9, NCT Wish, and Seventeen.

Meanwhile, duty-free operators are offering experiences that go beyond shopping. Shilla Duty Free’s Seoul branch gives out complimentary jjimjilbang (Korean sauna) vouchers to Taiwanese customers who purchase a certain amount in K-brand products, while Lotte Duty Free’s Myeongdong main store hosts postcard-writing events that let visitors send messages abroad.

Blending pop culture and tradition

Retailers are also leveraging the global buzz from the Netflix animated film K-Pop Demon Hunters, which highlighted elements of traditional Korean medicine and crafts. Lotte Duty Free is offering discount coupons to tourists visiting Seoul K-Medi Center, a real-life counterpart to the film’s setting.

Hyundai Department Store’s The Hyundai Seoul recently hosted a traditional crafts event where foreign visitors could make Korean accessories such as norigae charms and bracelets, guided by English-speaking instructors.

Industry experts say such initiatives reflect the retail sector’s evolution beyond conventional shopping toward immersive experiences rooted in Korean culture. As one tourism official put it, “Korean retailers are no longer just selling products – they’re selling a piece of Korea itself.”