Published on
November 29, 2025
In the last couple of years, South Korea has experienced a boom in international tourism, with many foreign travelers participating in the country’s lifestyle shopping, visiting museums, and going to other places of interest. This surge was particularly evident right after the Gyeongju APEC diplomatic summit in late October, which served to showcase South Korea’s appeal to diplomats and tourists alike. South Korea’s worldwide cultural influence, in particular, is the driving force behind the boost of international visitors to the country, and tourism as a whole.
The Growing Popularity of Lifestyle Stores in Korea
One of the most significant trends contributing to South Korea’s rising tourism numbers is the increasing popularity of lifestyle stores such as Olive Young and Kkanbu Chicken. These stores are becoming must-visit destinations for foreign tourists looking to experience authentic Korean products.
For example, White House Press Secretary Karoline Leavitt visited the Hwangnam branch of Olive Young in Gyeongju during the APEC summit, where she shared her experience purchasing Korean skincare products on social media. Similarly, Nvidia CEO Jensen Huang’s viral endorsement of Kkanbu Chicken’s fried wings in Seoul created a national sensation, with a surge in orders following his praise.
Such high-profile endorsements have sparked interest in these local stores, which not only offer unique Korean products but also provide an immersive cultural experience for visitors. As these stores become increasingly popular, they help shape the global image of South Korea, further boosting the country’s tourism appeal.
Surge in Foreign Shoppers at Specialty Retailers
The popularity of specialty retail outlets like Olive Young has seen a notable shift, with foreign shoppers increasingly opting for these stores over traditional downtown duty-free shops. In 2025, foreign shoppers accounted for 26.4% of total sales at Olive Young stores across the country. This trend underscores a growing demand for specialized, culturally significant products rather than generic, mass-produced goods.
Additionally, concept stores like Kyochon Pilbang in Itaewon have seen more than 80% of their visitors coming from abroad. These stores, which integrate elements of East Asian aesthetics, are highly popular with international tourists, providing them with both a shopping experience and a deep cultural connection.
Museums and Cultural Sites: Rising Attractions for Tourists
Beyond lifestyle stores, Korea’s museums and cultural sites have also experienced a spike in foreign visitor numbers. For instance, the National Museum of Korea in Yongsan District saw 190,052 foreign visitors between January and October 2025, a number expected to increase further due to the success of Netflix’s “KPop Demon Hunters,” which has sparked global interest in Korean culture.
Other popular destinations, such as Artbox and The Hyundai Seoul shopping mall in Yeouido, have also seen a rise in foreign visitors. At The Hyundai Seoul, foreign shopping sales increased dramatically, from just 3.3% in 2022 to 15.2% in 2025, indicating the growing influence of Korea’s modern culture on tourists.
The rising popularity of these non-traditional attractions, alongside iconic landmarks like N Seoul Tower and Gyeongbok Palace, demonstrates how Korea is becoming a destination that blends both cultural and modern experiences, appealing to a wide range of international travelers.
Social Media’s Role in Shaping Tourism Trends
The influence of social media platforms like YouTube, TikTok, and Instagram cannot be understated in the rise of these new tourist hotspots. Many of the destinations gaining popularity among foreign visitors, such as Daiso stores and Kyochon Pilbang, have been featured in viral posts, with users sharing their experiences of shopping for unique items or enjoying local food. This exposure has helped turn these locations into must-visit destinations for travelers looking to experience authentic Korean culture.
In particular, the rise of K-beauty products and the global popularity of Korean fried chicken have made it easier for tourists to connect with Korea’s cultural identity in a tangible way. The spread of these trends across social media platforms has significantly influenced the tourism industry, particularly among younger generations who are eager to engage with the latest trends.
Rising Numbers of International Tourists
As a result of these factors, the number of foreign tourists visiting South Korea has skyrocketed. In 2025, foreign visitor numbers surged by 48.4%, reaching 16.37 million, up from 11.03 million in 2023. This increase is largely attributed to the global success of Korean content, with countries like China, Japan, Taiwan, and the U.S. leading the way in visitor numbers.
Experts project that the number of inbound foreign visitors will continue to grow at an annual rate of 7.1%, potentially reaching 23 million by 2029. This growth is driven by both the international success of Korean entertainment and the country’s increasing efforts to promote medical tourism and the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
Challenges and Opportunities in South Korea’s Tourism Sector
Despite the positive growth, South Korea’s tourism sector faces several challenges. A key issue is the shortage of domestic workers in the tourism industry, with many tourism-related businesses struggling to fill staffing positions. The Ministry of Culture, Sports and Tourism reported that 80% of businesses in the sector are experiencing labor shortages, exacerbated by the declining number of students enrolling in tourism and hospitality programs.
Additionally, while Seoul and nearby cities like Incheon and Gyeonggi dominate in terms of foreign visitor numbers, only 7.8% of tourists venture outside the capital region. This imbalance underscores the need for more diverse regional tourism offerings and infrastructure improvements to encourage travel to lesser-visited areas such as Jeju Island and Busan.
Despite these challenges, experts believe that with the right policies and investments in infrastructure, South Korea can capitalize on the momentum of its tourism growth. Expanding regional tourism offerings, improving labor conditions, and enhancing promotional campaigns will be key to sustaining this growth in the coming years.
Korea’s Growing Appeal as a Cultural and Shopping Destination
The Country’s tourism industries continues to prosper with lifestyle stores, museums and cultural sites attracting millions of tourists. Spending money on infrastructure is going to allow South Korea to maintain it’s position as significant global tourism destination. South Korea is a cultural powerhouse and continues to be a global traveler favorite to social media’s influence and the global success of there entertainment industry.
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