(Yonhap)
South Korea’s retail industry is ramping up efforts to attract foreign tourists as a so-called “super holiday” period in early May overlaps across Korea, China and Japan, boosting expectations for a sharp rise in inbound travelers.
According to industry sources on Monday, retailers are focusing on attracting overseas visitors, anticipating a significant increase in tourist arrivals during the holiday period compared with a year earlier. Data from the Korea Tourism Organization showed that 1.62 million foreign visitors came to South Korea in May last year, up about 88 percent from 860,000 in 2023. This May is expected to see record-high arrivals, with inflows projected to rise more than 20 percent on-year, driven by the continued popularity of Korean cultural content.
May is considered a peak travel season as Japan’s Golden Week (April 29–May 6) coincides with China and Taiwan’s Labor Day holiday (May 1–5).
Department stores are drawing shoppers through character intellectual property pop-up events and enhanced shopping convenience. Lotte Department Store will host “Star Wars Day 2026,” featuring large-scale parades around Lotte World Tower in Jamsil from May 1 to 17. It will also hold “Fancy Festa,” an event by Japan’s Bandai Namco, at Lotte World Mall through May 6.
Shinsegae Department Store will run a “Global Shopping Festa” targeting foreign customers across its major branches, with 100 brands participating — the largest scale ever. Hyundai Department Store plans a differentiated exhibition marking the 50th anniversary of “Taekwon V,” while Galleria Department Store will open its premium PSR (Personal Shopper Room) service to foreign VIPs during the holiday.
Duty-free operators are also stepping up efforts to secure overseas demand. Shinsegae Duty Free is partnering with global airlines and hotel chains to attract customers even before they arrive in Korea, offering mileage accrual and accommodation benefits through collaborations with brands such as Marriott International, Cathay Pacific and Singapore Airlines.
Hypermarkets, benefiting from strong demand for Korean food, are strengthening payment perks. Lotte Mart is issuing exclusive discount coupons for foreign customers through Japan’s travel platform KONEST, while offering instant discounts via Taiwan’s LINE Pay and China’s WeChat Pay. At key tourist-focused stores such as Zettaplex Seoul Station and Gwangbok branches, the retailer is also providing practical travel goods like luggage tags and shopping bags.
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