Record-Breaking K-Tourism... The Return of Chinese 'Youke' [Click eJongmok]

7 Million Chinese Visitors Expected in Korea
Overwhelming Per Capita Purchasing Power Compared to Other Countries
Growing Expectations for Retail and K-Beauty

On the 30th of last month, ahead of the golden holiday in May, Chinese tourists planning to spend the Labor Day holiday in Korea (May 1st to 5th) are entering through Incheon Port International Passenger Terminal in Yeonsu-gu, Incheon. Photo by Yonhap News

The number of Chinese visitors to Korea this year is expected to reach 7 million. This outlook is attributed to multiple favorable factors such as the so-called "Korea-Japan travel ban" spillover effect, the exemption of group travel visas, and the strengthening of Chinese consumers' purchasing power due to the appreciation of the yuan. This is expected to benefit consumption across sectors from distribution to K-beauty and K-content.

On May 12, Samsung Securities projected that the number of foreign visitors to Korea will surpass 20 million for the first time ever this year. Notably, the return of Chinese "Youke" (tourists) is seen as the driving force behind the Korean tourism boom. The number of Chinese visitors alone is forecast to reach 7 million, up 30% from the previous year.

China is the world's largest source of outbound tourists. Last year, an estimated 168 million Chinese traveled abroad. Even excluding Greater China regions such as Hong Kong, Macau, and Taiwan, the number is believed to stand at 68 million.

The countries most frequently visited by Chinese travelers are the closest ones: Japan, Vietnam, Korea, and Thailand. These destinations accounted for 43.7% of China’s total outbound travel in 2025. While Japan ranked first, this year’s demand is expected to decline sharply due to the Korea-Japan travel ban. It is expected that 4 million to 4.5 million travelers, previously heading to nearby countries, will shift their destinations.

Typically, such a shift in outbound travel demand takes about one to two years, depending on changes in end-consumer plans and adjustments in transportation infrastructure such as airline capacity. If the Korea-Japan travel ban persists, it is expected that Korea will continue to benefit from this spillover effect from China throughout this year and into next year.

Samsung Securities believes that a boom has begun, with both per capita spending by Chinese tourists and the number of visitors rising in tandem. Jungryu Jeon, Senior Researcher at Samsung Securities, explained, "Overseas consumption trends among Chinese are being led by women in their 20s and 30s, with the rise of 'personalization, digitalization, and rationalization.' From a medium-term perspective, we should pay attention to improved performance in sales channels (retail and distribution), personal services (K-beauty, healthcare), quasi-premium brands (cosmetics, household goods), and content."

In the case of K-distribution, direct benefits are already visible, with the share of foreign sales at department stores soaring. The growth of K-beauty and healthcare is even more pronounced. According to the Ministry of Health and Welfare, the number of Chinese patients last year surged by 137.5% year-on-year to 620,000. Chinese accounted for 30.8% of all foreign patients. During 2024–2025, the average spending per Chinese patient is projected at 9.37 million won, demonstrating overwhelming purchasing power compared to other countries such as Japan (3.21 million won).

It was noted that brand power in cosmetics and household goods is undergoing a realignment process. From 2008 to 2019, premium brands mainly grew through duty-free channels. However, after the COVID-19 pandemic, the spread of individual travel and personalization has led to a sharp rise in the popularity of mid-priced brands and functional cosmetics, especially through channels such as Olive Young.

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