Korean Retailers Roll Out Payment Perks, Pop-Ups to Lure Foreign Shoppers for May Holidays

Korea’s retail industry is mounting an all-out push to attract foreign tourists and spur domestic spending as holiday periods in South Korea, China and Japan overlap into a major early-May shopping peak. With more travelers visiting independently, retailers are emphasizing easier payments and pairing promotions with K-content experiences.
 
According to the industry on April 28, Lotte Department Store will run a “Shopping Week” promotion for foreign customers timed to Japan’s Golden Week (April 29-May 6) and Labor Day holidays in China and Taiwan (May 1-5). Through May 10, foreign customers who spend at least 1,200 yuan via WeChat Pay will receive an immediately usable 50-yuan discount coupon. Customers who pay 200,000 won or more with Line Pay Taiwan at all branches will earn 10% back in Line points. From May 1-6, shoppers paying with UnionPay at the company’s main store and Jamsil store will get an immediate 10% discount and an additional 10% of their tax refund amount.
 
Lotte is also leaning on theme marketing tied to global character intellectual property. From May 1-17, it will hold “Star Wars Day 2026” around the Jamsil Lotte World Tower area, including a large parade. Through May 6, Lotte World Mall will host Bandai Namco’s “Fancy Festa,” described as Japan’s “Disney.”
 
Shinsegae Department Store will run its largest-ever “Global Shopping Festa” through May 10 at its main store, Gangnam, Times Square and Centum City locations, with more than 100 brands participating. It will offer 10% gift certificates by purchase tier and, in cooperation with UnionPay and WeChat Pay, up to 10% instant discounts and cash-back benefits. Working with Global Tax Free (GTF), it will also provide an additional 10% of the refund amount to accelerate visits from greater China.
 
 
Shinsegae is also expanding its airport outreach. It is taking part in the “Korea Welcome Week” event at Incheon International Airport, distributing vouchers that include discount coupons of up to 10%. At its Busan Centum City store, customers who spend 300,000 won or more will receive a “K-snack package” featuring seven popular ramen varieties. At its Gangnam and main stores, it will roll out a series of K-fashion pop-ups aimed at trend-conscious foreign shoppers.
 
Hyundai Department Store is strengthening digital convenience and fandom marketing. In February, it partnered with UnionPay to introduce a China-only Apple Pay payment service at department stores and outlets nationwide, offering discounts of up to 12% for mobile payments without a physical card. For Japanese customers, it will give mask packs to those who pay with JCB cards at five key stores, including its Apgujeong flagship. The Hyundai Seoul is running an NCT WISH pop-up store through May 3 to capture demand for merchandise. Later in May, it plans to open a foreigner-only space called “Live Seoul” offering K-beauty experiences.
 
Lotte Mart is putting “K-food” front and center. Working with the Japanese platform Konest, it is issuing advance discount coupons, and at key stores such as Zettaplex Seoul Station it will give luggage tags or travel shopping bags to customers who spend 70,000 won or more. It has secured supplies of its exclusive snack “Cheongwoo Chewy Choco Chip Strawberry,” which previously sold out, and is expanding buy-one-get-one promotions on steady sellers such as ramen and mask packs to meet foreign demand. Shinsegae Duty Free has also strengthened tie-in benefits such as mileage accrual by partnering with global airline and hotel chains.
 
“Because holiday periods in Korea, China and Japan overlap, the retail industry has effectively entered a battle to win foreign customers,” an industry official said. “The payment perks and the level of content differentiation each company prepared will determine sales.”