"Snapping Insaengnecut Photos, Visiting Olive Young and Daiso, Even Dermatology Clinics"... Changing Spending Patterns of Foreign Tourists

The spending patterns of foreign visitors to Korea have changed. Analysis shows that expenditures have significantly increased not only on shopping and popular restaurants, but also on K-beauty, medical tourism, and MZ generation experience spaces such as instant photo studios, PC rooms, and karaoke rooms.

Foreign tourists wearing hanbok sightseeing at Gyeongbokgung Palace. Photo by Asia Economy

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According to an analysis released by the Shinhan Card Big Data Research Institute on August 19, foreign tourists visiting Korea between January and July of this year saw a sharp increase in card spending, particularly in K-content, beauty, and medical sectors. The study compared domestic spending by tourists from four countries-Taiwan, the United States, Japan, and China-to the same period last year.

Foreign tourists actively sought out lifestyle experiences popular among Korea’s MZ generation. The number of visits to the instant photo studio “Insaengnecut” jumped by 65% compared to the previous year. Usage of nail salons (17%), karaoke rooms (18%), and PC rooms (36%) also increased. Shinhan Card explained, “There is a steadily growing demand to directly experience Korean daily life and culture.”

Foreign tourists visiting the Seoul International Cosmetics & Beauty Industry Expo and the International Health Industry Expo last May. Unrelated to the article. Asia Economy DB

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The influence of K-content was also evident. Following the success of the Netflix animation “K-Pop Demon Hunters,” which features K-pop as its theme, spending on museum merchandise increased, and the number of visits to national museums rose by 37% year-on-year.

Demand for beauty and medical tourism also remained strong. Visits to dermatology clinics and plastic surgery clinics increased by 11% and 16%, respectively. The growth was particularly pronounced among tourists from Greater China, with Taiwanese visitors increasing their use by 53% and 55%, and Chinese visitors by 29% and 25%, respectively. Visits to Olive Young (41%), Daiso (18%), and convenience stores (29%) also rose compared to last year, establishing these as “must-visit” spots for foreign tourists.

By region, Seoul accounted for over 60% of all foreign card spending, but regional cities such as Busan, Gyeongju, Sokcho, and Chuncheon also showed a clear upward trend. In Busan, foreign card payments increased by 39% year-on-year, far surpassing the overall average growth rate of 28%. Notably, visits to private clinics (97%) and dermatology clinics (68%) in Busan surged compared to last year. In Sokcho, caf? visits jumped by 70%, while caf? and restaurant usage in Chuncheon, Gyeongju, and Busan climbed by approximately 36-40%.

According to Korea Tourism Data Lab, the number of foreign visitors to Korea in the first half of this year reached 8.83 million, a 14.6% increase from 7.7 million in the same period last year, marking an all-time high. With visa-free entry for Chinese group tourists temporarily allowed starting in September, the increase in foreign tourist arrivals is expected to accelerate even further.

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