A foreign tourist experiences a beauty consultation service at Olive Young N Seongsu. (Photo courtesy of CJ Olive Young)
SEOUL, Oct. 20 (Korea Bizwire) — As the Korean Wave continues to attract record numbers of foreign visitors, South Korean retailers are ramping up tailored marketing to meet the growing demand for K-beauty, K-pop, and cultural experiences.
According to industry data released on October 19, the number of foreign tourists visiting Korea reached 12.38 million between January and August — up 16 percent from the same period in 2024 and even surpassing pre-pandemic levels in 2019 by nearly 8 percent.
Retailers are seizing the moment with a mix of beauty consultations, pop-up stores, and experiential events that blend modern retail with traditional Korean culture.
CJ Olive Young’s Central Gangnam store offers 45-minute personal shopper and beauty consultation sessions for foreign visitors, including product recommendations and makeup guidance. (Image courtesy of CJ Olive Young)
Beauty Meets Tourism
CJ Olive Young, a leading health and beauty retailer, has expanded its “personal shopper” and skin consultation services at flagship stores frequented by foreign visitors. At its Central Gangnam location, tourists can book a 45-minute personalized shopping session via travel platform Klook, which includes product recommendations and makeup guidance.
At Olive Young N Seongsu, visitors receive skin and scalp analysis, personalized color consulting, and tailored beauty tutorials. “Foreign tourists’ interest in understanding K-beauty trends and customized product advice is exceptionally high,” said a company spokesperson, adding that foreign customers now make up 60 to 70 percent of consultation users at the Seongsu branch.
Olive Young has also launched K-pop pop-up stores at its Myeongdong, Seongsu, and Hongdae branches, where shoppers can purchase albums and receive exclusive photo cards — a move designed to capture the global K-pop fanbase.
An AI beauty device installed at a GS25 store. The convenience store chain has introduced the artificial intelligence–powered beauty system at its “New Annyeong Insadong” branch, offering personal color analysis, facial shape assessment, and makeup recommendations. Customers can download the results via QR code and purchase suggested products directly in-store. (Photo courtesy of GS25)
Convenience Stores and Duty-Free Retailers Join In
Convenience store chains are also turning into mini K-culture hubs. GS25’s “New Annyeong Insadong” outlet features an AI-powered beauty device that analyzes a visitor’s facial shape and personal color, providing instant product recommendations that can be purchased on-site.
Seven-Eleven, under Lotte Group, has introduced special retail zones selling albums and merchandise from groups such as SF9, NCT Wish, and Seventeen.
Meanwhile, duty-free operators are offering experiences that go beyond shopping. Shilla Duty Free’s Seoul branch gives out complimentary jjimjilbang (Korean sauna) vouchers to Taiwanese customers who purchase a certain amount in K-brand products, while Lotte Duty Free’s Myeongdong main store hosts postcard-writing events that let visitors send messages abroad.
A “HAN Clinic” booth has been set up at the Seoul K-Medi Center in Dongdaemun District for foreign tourists visiting after watching K-Pop Demon Hunters. (Yonhap)
Blending Pop Culture and Tradition
Retailers are also leveraging the global buzz from the Netflix animated film K-Pop Demon Hunters, which highlighted elements of traditional Korean medicine and crafts. Lotte Duty Free is offering discount coupons to tourists visiting Seoul K-Medi Center, a real-life counterpart to the film’s setting.
Hyundai Department Store’s The Hyundai Seoul recently hosted a traditional crafts event where foreign visitors could make Korean accessories such as norigae charms and bracelets, guided by English-speaking instructors.
Industry experts say such initiatives reflect the retail sector’s evolution beyond conventional shopping toward immersive experiences rooted in Korean culture. As one tourism official put it, “Korean retailers are no longer just selling products — they’re selling a piece of Korea itself.”
Lina Jang (linajang@koreabizwire.com)
