"Please Stop Buying It All"—The Item Japanese Tourists Are Snapping Up in Korea

Sesame Oil and Perilla Oil Emerge as Must-Haves for Japanese Shoppers

Popularity Driven by Health Food Image and Local Experience Trend

As K-pop and K-beauty continue to expand their global influence, K-food is also gaining traction internationally, and a surprising item has recently caught the attention of Japanese tourists: sesame oil and perilla oil from traditional market alleys. Once considered just basic ingredients, these oils are now emerging as must-have items on shopping lists, thanks to their reputation as "health foods" and the growing trend for local experiences.

Tourists visiting a sesame oil shop at a traditional market in Seoul to buy sesame oil. Screenshot from SNS

'Oil Shop Tours' Spread via Social Media

Recently, posts recommending oil shops in traditional markets as a must-visit spot during trips to Seoul have been circulating on X (formerly Twitter), Instagram, and other social media platforms. One Japanese user commented, "If you go to Korea, try experiencing the local culture rather than just sightseeing. You can order the exact amount you want and have it freshly pressed into a bottle on the spot. It's completely different from store-bought oils." Other reactions included, "The aroma fills the air as soon as you open the bottle," and "It's on a whole different level compared to any oil I've had before."

This word of mouth is leading to real visits. Some oil shops reportedly see hundreds of Japanese tourists per day, with a particularly high proportion of women in their 20s and 30s.

Among Korean netizens, there have also been reactions such as, "Foreigners really know what's delicious," and "Even oil mills are now tourist attractions." Some jokingly commented, "They're buying so much perilla oil that the price is going up," and "Please, stop buying it all."

"Pressed on the Spot"... Oil Mills Become Content

Tourists visiting a traditional oil shop in a Seoul market to buy sesame oil. Screenshot from SNS

The main reason for the enthusiasm towards Korean oil shops is the "fresh pressing" experience. After lightly roasting sesame or perilla seeds at a low temperature, the oil is freshly pressed and bottled right after the order, maximizing both freshness and flavor.

This process creates a distinct difference from factory-produced products and transforms the act of purchasing oil into an experiential activity. Traditional oil mills are thus being reinterpreted not just as places of production, but as cultural tourism resources.

'Health Food' Image... The Rediscovery of Perilla Oil

Another factor behind the popularity of sesame and perilla oil is their image as health foods. In Japan, perilla oil has already experienced a boom as a food rich in omega-3 fatty acids. More recently, local media have highlighted "the especially rich aroma of Korean perilla oil," fueling its popularity as a gift or souvenir.

A sesame oil store located in Dongdaemun featured on Japan's Fuji TV last year. Screenshot from Fuji TV broadcast.

Japanese Millennials & Gen Z Seek 'K-Local Experiences'... A Shift in Tourism Trends

This trend aligns with changes in Japanese tourists' travel styles. Demand for "local experience-based tourism," which favors traditional markets, long-established shops, and small neighborhood businesses over large shopping malls or franchises, is rapidly increasing.

Especially among younger generations, there's a growing belief that "experiencing local daily life is the essence of travel," leading to even small venues like oil mills becoming part of tourist itineraries. This trend is further accelerated by the dissemination of information and recommendations through social media algorithms.

Industry insiders describe this as a stage where the Korean Wave (Hallyu) is permeating not only content but daily lifestyle and culture. They predict that "the experience of living and eating" itself will increasingly become a core tourism product in the future.

This content was produced with the assistance of AI translation services.