South Korea Embraces K-Pop and K-Beauty to Boost Retail Experience for Tourists

The retail scene in South Korea has been profoundly altered by the ongoing rise of the Korean Wave, or “Hallyu”, especially in the areas of K-beauty, K-pop, and cultural tourism. Retailers in South Korea are grabbing the chance to design customised, immersive experiences for the increasing number of tourists from other countries. The retail industry is undergoing a significant transformation, fusing the nation’s rich cultural heritage with state-of-the-art retail experiences, after an impressive 16% increase in foreign tourist arrivals from January to August 2025—a trend that now exceeds pre-pandemic levels.

The Surge in Foreign Tourism

In 2025, South Korea witnessed a significant influx of foreign tourists, reaching a total of 12.38 million visitors between January and August. This marks a 16% increase compared to the same period in 2024, exceeding even pre-pandemic levels by nearly 8%. This surge in tourism is seen as a direct result of the global appeal of Korean pop culture, particularly K-beauty and K-pop, which continue to captivate audiences worldwide.

The Korean government’s tourism board has recognised these trends, citing that the increasing number of international visitors is largely attributed to the global popularity of Korean entertainment, culture, and cuisine. This influx has presented an opportunity for South Korean retailers to target these visitors with personalised, culturally enriched shopping experiences.

Retailers Innovate with K-Beauty Experiences

One of the biggest sectors capitalising on the influx of foreign tourists is K-beauty. Retail giants like CJ Olive Young have quickly adapted to the growing demand for customised beauty services. The retailer’s flagship stores in popular tourist areas such as Central Gangnam now offer personalised beauty consultations. These consultations, available through platforms like Klook, allow tourists to enjoy in-depth shopping experiences, including tailored product recommendations and makeup tutorials.

At Olive Young’s Seongsu location, an innovative skin and scalp analysis service has been introduced. Visitors are offered personalised beauty tutorials, while a colour consulting service ensures that foreign tourists receive advice suited to their skin tone and preferences. The retailer has reported that foreign tourists now account for a significant portion of consultation services, highlighting the growing interest in Korean beauty trends.

K-Pop Pop-Up Shops Attract Global Fans

K-pop continues to dominate the global music scene, and South Korean retailers have created unique opportunities to capitalise on this phenomenon. Olive Young, for example, has introduced K-pop-themed pop-up stores in high-traffic areas such as Myeongdong, Seongsu, and Hongdae. These pop-up shops cater to the global K-pop fanbase, allowing tourists to purchase exclusive albums and limited-edition photo cards.

These pop-up experiences are carefully curated to appeal to international visitors, with a range of exclusive merchandise not easily found elsewhere. Retailers understand the power of the global K-pop community, and their efforts to bring a piece of the K-pop phenomenon to these tourists are paying off.

Convenience Stores and Duty-Free Zones Join the Trend

Not only dedicated beauty and fashion stores are taking advantage of this cultural wave, but convenience store chains are also getting in on the action. GS25’s “New Annyeong Insadong” outlet is a prime example, where an AI-powered beauty device is available to analyse a visitor’s facial shape and skin tone. After the analysis, visitors receive personalised product recommendations based on their unique attributes. This combination of technology and personalised service adds a high-tech element to the retail experience that appeals to tech-savvy tourists.

In the duty-free sector, the approach to tourism-driven retail is also evolving. Shilla Duty Free’s Seoul branch has incorporated cultural experiences such as complimentary jjimjilbang (Korean sauna) vouchers for Taiwanese customers who purchase a certain amount of K-beauty products. This blend of shopping with cultural immersion has created a more holistic retail experience for international visitors.

Lotte Duty Free, another major player in South Korea’s duty-free market, has taken a similar approach. At its Myeongdong store, tourists can participate in postcard-writing events, allowing them to send a piece of Korean culture back home.

Merging Tradition with Pop Culture

South Korea’s retailers are not just capitalising on K-pop and K-beauty. They are also drawing from the country’s rich cultural traditions. Retailers like Lotte Duty Free have partnered with the Seoul K-Medi Center, offering discount coupons for tourists who visit the center. This collaboration is a nod to the growing international interest in Korean traditional medicine, which was recently featured in the popular Netflix animated series K-Pop Demon Hunters.

Meanwhile, Hyundai Department Store’s The Hyundai Seoul has hosted cultural workshops where international visitors can try their hands at making traditional Korean accessories. These events, which are guided by English-speaking instructors, allow visitors to create items like norigae charms and bracelets, blending the charm of Korean craftsmanship with the curiosity of global tourists.

The Future of Retail in South Korea: A Blend of Culture and Commerce

As South Korea’s retail scene develops, it is evident that the cultural offerings of the nation now play an equal role in the shopping experience as the goods being offered. Visitors are experiencing Korean culture in fresh and creative ways in addition to shopping. The retail industry in South Korea is responding to the increasing demand for genuine, culturally rich experiences, from pop-up stores that immerse customers in the world of K-pop to beauty consultations that provide a personal connection to Korean beauty trends.

These programmes show how South Korea’s retail industry is evolving, moving from merely selling goods to providing experiences that appeal to tourists from other countries. The retail industry’s capacity to successfully combine contemporary business practices with traditional Korean culture will continue to be essential to its success as the nation continues to draw millions of tourists.

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