On May 4, tourists from Japan at a pharmacy in Myeongdong were seen carrying bags emblazoned with the pharmacy's name instead of luxury shopping bags. Inside their bags were acne scar treatment ointments, skin regeneration creams, and high-potency vitamins. They stated, "We came after seeing reviews on TikTok and other social media that Korean pharmacies offer great value and effective health products," adding, "Unlike regular cosmetic stores, we can show our skin condition to the pharmacist and get personalized recommendations, which feels much more trustworthy."
The shopping habits of foreign tourists visiting South Korea are undergoing a significant transformation. The days of tourists sweeping up luxury goods and large cosmetic sets at duty-free shops and department stores are becoming rare. Instead, local pharmacies are now frequented by tourists purchasing health supplements, while others line up at pop-up stores in Seongsu-dong alongside locals.
On May 11, Orange Square, which operates the foreign-exclusive payment platform WOWPASS, released its "2026 Golden Week and Labor Day Foreign Consumer Report." The report indicates that over the past five years, foreign spending patterns have shifted dramatically from "ownership" to "experience" and from "concentration" to "diversification."
◆ Local Pharmacies Rise as Duty-Free Shops Decline
During the recent holiday period from April 29 to May 6, the most notable change was the explosive increase in pharmacy payments. The growth rate for pharmacy payments surged by 156% compared to the previous year, marking three consecutive years of triple-digit growth. This reflects the rapid evolution of shopping trends over the past five years.
Until the mid-2010s, the primary shopping destinations for foreign visitors were undoubtedly downtown duty-free shops and Dongdaemun Fashion Town. However, with the rise of individual travelers, particularly among the MZ generation, local shops closely tied to Korean daily life have emerged as new hotspots.
The K-beauty craze, once epitomized by brands like Sulwhasoo, has shifted to indie brands at Olive Young, and has now expanded to pharmacy-exclusive cosmetics and health supplements. In fact, the top pharmacies for payments are concentrated in major tourist areas such as Myeongdong, Hongdae, and Seongsu, with an average transaction amount of 47,000 won, indicating a focus on everyday shopping.
◆ Repeat Visitors Surpass New Tourists
There is also a clear qualitative change among tourists. During this holiday period, the proportion of repeat users of WOWPASS (previous year’s issuers) reached 57%, surpassing new users for the first time. This marks a complete reversal from 2024, when new users accounted for 65%.
As repeat visitors increase, their spending activities have also become more active. The average number of transactions per card has risen by 11% compared to two years ago, indicating that those who have visited Korea once are returning to explore more thoroughly and spend more frequently.
◆ Shift from Seoul to Direct Travel to Busan and Jeju
The traditional tourist route centered around Seoul is also changing. During this holiday, 38% of payment cards used in Busan and 40% in Jeju had no records of payments made in Seoul.
Previously, it was customary for travelers to pass through Seoul before heading to regional destinations, but now, foreign tourists are heading directly to their destinations via regional airports, informed by social media.
Distinct regional characteristics are also emerging, with 54% of tourists in Seoul and Busan being Japanese, while 63% of visitors to Jeju are from China, indicating a diversification of target markets.
◆ Myeongdong Remains Unbeaten; Chicken Delivery is a Must
The traditional hub of Myeongdong continues to hold its ground, maintaining its status as the top commercial area in Seoul. Analysis of travel routes shows that eight out of the top ten routes include Myeongdong.
In regional areas, Busanjin-gu (Seomyeon) has risen to first place, surpassing Haeundae-gu, showcasing the strength of local commerce.
In terms of food, the dominance of K-chicken is undeniable. Among food deliveries through the WOWPASS concierge service, chicken ranked first by a wide margin, with Kyochon Chicken and BHC taking the top two spots.
An official from Orange Square stated, "Foreign tourists are now enthusiastic about consuming in the same spaces as locals, embracing 'localism.' We will enhance regional tourism payment infrastructure and improve services to ensure that foreigners can enjoy everyday life in Korea without inconvenience, no matter where they are."
* This article has been translated by AI.
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