Foreign tourists visiting South Korea are increasingly spending on local fashion brands and everyday grocery items rather than concentrating primarily on luxury goods, according to a report released on July 20, highlighting a shift toward more experience-driven shopping.
The report was published by Lotte Members, a South Korean consumer data and financial services company that operates the L.POINT loyalty rewards platform, and was based on L.POINT transaction data collected between April 2024 and May 2025. The analysis found that international visitors are increasingly seeking products that reflect everyday Korean lifestyles instead of limiting purchases to global luxury brands.
Many travelers first discover emerging Korean brands through social media before visiting Seoul’s Seongsu district, which has become a key destination for independent fashion labels. Purchases are then frequently completed in established shopping areas such as Myeong-dong and major department stores.
The trend has been especially pronounced in fashion. An analysis of foreign purchases at Lotte Department Storefound that roughly 27% of the top 15 brands purchased by international shoppers were Korean fashion labels that have gained popularity in Seongsu.
Shopping baskets are also shifting toward products commonly found in Korean households. Purchase data from Lotte Mart Zettaplex Seoul Station showed strong demand for exclusive items available primarily through domestic retail channels.
The best-selling product among foreign customers was Paldo & Yangban Seaweed Soup Ramen, an exclusive product launched by Lotte Mart in 2024. Several sugar-free snacks from Lotte Wellfood’s ZERO lineup—including Fruits Jelly, Crunch Chocolate Balls, and Cacao Cake—also ranked among the five best-selling products.
Regional data showed that Busan has emerged as a major destination for visitors from Taiwan. Taiwanese shoppers accounted for more than half of all foreign customers at Lotte Department Store and Lotte Mart locations in the city.
Among Taiwanese consumers, snacks represented the most frequently purchased category, followed by packaged instant noodles and processed seaweed products.
Lotte Members said it is expanding its global L.POINT membership program to better connect international shoppers throughout their purchasing journey while strengthening its consumer data capabilities.
The report comes as South Korea’s department-store sector continues to benefit from robust inbound tourism. During the first half of 2025, the country’s three largest department-store operators—Lotte, Shinsegae and Hyundai—each reported record sales from foreign customers. Combined spending by international shoppers is expected to exceed US$2.2 billion this year, supported by strong tourist arrivals and a weaker Korean won that has increased the appeal of shopping in South Korea.
