"Came for KPop Demon Hunters Gimbap"... Foreigners 'Sweep Up' Major Stores in Unusual Trend

[Financial News] The popularity of K-Brand, which peaked with 'KPop Demon Hunters,' combined with the resumption of visa-free entry for Chinese tour groups, is fueling a surge in foreign demand across Korea's retail sector in the second half of this year. With the number of foreign visitors expected to surpass a record 20 million, department stores, convenience stores, hotels, and chicken chains—industries struggling with sluggish domestic demand—are seeing signs of a turnaround.

According to industry sources on the 26th, the sharp increase in foreign tourists this half of the year is driving a recovery in retail sales. The number of inbound foreign tourists, which plummeted after reaching 17.5 million in 2019 just before COVID-19, rebounded to 16.3 million last year. This year, thanks to the KPop Demon Hunters craze and international events like the Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju, the figure is expected to exceed 20 million for the first time. The nationalities of visitors are also more diverse than before the pandemic, causing major commercial districts such as Myeong-dong, Seongsu, and Kangnam to buzz with activity.
In fact, since this month, the resumption of visa-free entry for Chinese tour groups and an increase in Japanese and Taiwanese tourists have led to a 40–60% year-on-year jump in foreign sales at department stores and duty-free shops. During the Chuseok holiday this month, foreign sales accounted for up to 80% at major locations like Myeong-dong and the Lotte Department Store main branch. Even after the holiday, the influx of tourists continued, with Lotte Department Store's foreign sales from the 1st to the 23rd of this month rising 35% compared to last year.
Convenience stores, often featured in K-content and seen as hubs of the latest Korean trends, are experiencing the fastest growth in foreign sales.
According to CU, the number of transactions using overseas payment methods increased by 152% in 2023 and 177% in 2024 compared to the previous year. As of September this year, the cumulative figure was up 90.5%. Focusing on July to September, after the Netflix release of KPop Demon Hunters, the increase was 157% year-on-year. 7-Eleven reported that in stores located in popular tourist areas like Myeong-dong and Seongsu, sales of gimbap, soju, ramen, snacks, and makgeolli doubled or quadrupled compared to last year. emart24 also saw a 43% year-on-year sales increase at its Myeong-dong location from September 29 to October 12, following the start of visa-free entry for Chinese tour groups.

New products are also emerging as hits among foreign customers.
The 'Perilla Oil Aged Kimchi Tuna Gimbap,' launched by GS25 in collaboration with Jongga, a kimchi brand by Daesang, surpassed 1.2 million units sold in just two months, overtaking the long-standing category leader, 'Tuna Mayo Gimbap.' According to GS25's analysis of 37 stores with high proportions of foreign tourists in areas like Myeong-dong, Hongdae, and Seongsu, sales of the Perilla Oil Aged Kimchi Tuna Gimbap in the first week of October (October 1–7) increased by 36.7% compared to the initial launch week (July 23–29). The deep, fermented flavor of Jongga Stir-fried White Kimchi, which is not spicy, has captivated foreign customers and made it a popular item.
CU's 'Hanssonhanki' meal replacement shake series is a hot item among tourists from Taiwan and Singapore. After being featured by influencers from Greater China, its popularity soared, with some Taiwanese tourists reportedly purchasing up to 1 million won worth at a time. At the Myeong-dong Station branch, Hanssonhanki's October sales jumped 88.7% from the previous month.
7-Eleven launched its 'whole gimbap' product earlier this month, inspired by a scene in KPop Demon Hunters where the main character eats an entire roll at once. The packaging features a Korean-style design and includes English instructions for foreign customers.
Jeju Island, a popular destination for Chinese tour groups, is particularly benefiting from the influx of foreign visitors. The Jeju Dream Tower Integrated Resort, operated by Lotte Tour Development Co., Ltd., reportedly achieved near-full occupancy during the Chuseok holiday, which coincided with China's National Day holiday.
With K-chicken gaining global fame, BHC Chicken stores in Jeju have also seen a surge in sales. According to Dining Brands Group, which operates BHC Chicken, sales at key tourist locations—Jeju Shinhwa World, Hyeopjae Beach, and Aewol-eup—rose by 74.6%, 67%, and 62% respectively from October 3 to 9 compared to the same period last year.
An industry insider stated, "Customized products and promotions for foreign customers are becoming a key strategy for boosting sales," adding, "We will continue to expand diverse marketing and services to attract more foreign visitors."
wonder@fnnews.com Jung Sang-hee, Kim Hyun-ji Reporter