Analysis of foreign credit card payments showed that \n cost-effectiveness pattern became more prominent,\n Total consumption per capita increased significantly, but\n Purchase unit price decreased and the number of purchases increased
![Foreign tourists are shopping at the Myeong-dong Olive Young store. [Reporter Lee Seung Hwan]](https://wimg.mk.co.kr/news/cms/202512/16/news-p.v1.20251216.4fdd9ea4b3a94cdba59908ed726ad0dc_P1.png)
It was found that the consumption of foreign tourists visiting Korea has clearly shifted from high-priced to “cost-effectiveness consumption” reflecting personal tastes.
According to the Korea Tourism Organization’s analysis of foreign credit card payment data from 2018 to September this year, the proportion of shopping in foreign tourism consumption reached 51%. The average expenditure per purchase decreased from 150,000 won in 2019 to 120,000 won this year, but the total consumption per person increased 83% during the same period. Although the unit price has decreased, the number of purchases has surged by 124%, expanding overall spending.
The Korea Tourism Organization interpreted this as the result of the consumption pattern of purchasing several mid- to low-priced products, away from the method of buying a few high-priced products, becoming a new standard.
This change was noticeable in the consumption of ‘K-lifestyle props’. The number of foreign card payments from January to September this year increased 142.0% year-on-year in Gacha shops, while stationery (48.7%) and bookstores (39.9%) also increased significantly. The stationery brand Artbox showed even growth, focusing on airports and transportation hubs such as Yeongjongdo (550.0%), Isu (325.0%), and Seomyeon (85.4%) in Busan.
Fashion consumption also rose 23.4% during the same period, with underwear (59.1%), sports goods (33.4%), accessories (33.0%), and sportswear (32.8%). K-beauty and K-health have also become key consumption areas.
Consumption of beauty and health products increased 40.4% this year, and cosmetics, pharmacies, and health foods all recorded high growth rates. In the cosmetics sector, Olive Young has grown rapidly not only in Myeong-dong and Gangnam, but also in various regions such as Seongsu Federal (381%), Gyeongbokgung Station (425%), and Songdo Premium Outlet (536%).
Lee Mi-sook, head of the tourism data strategy team at the Korea Tourism Organization, said, “The shopping of foreign tourists is shifting from high-priced to practical consumption centered on daily life, taste, and wellness,” adding, “It is a trend that shows the global influence of Korean lifestyle and K-content is growing.”
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