As South Korea prepares for the much-anticipated return of Chinese tour groups from September 29, retailers are taking proactive measures to welcome them. To cater to these visitors, who will be allowed visa-free entry, a wave of new promotions is on the horizon, and retailers are expanding their product ranges. Instead of focusing solely on luxury cosmetics, retailers are branching out to incorporate fashion, lifestyle, and even convenience store exclusive items.
In the mid-2010s, Chinese travelers, often referred to as “Youke,” were known for their bulk purchases of high-end skincare products. However, recent industry data indicates a significant shift in their preferences. Currently, eyewear brands such as Gentle Monster, K-fashion labels, health foods, and lifestyle goods are gaining popularity among these travelers.
In response to these changing demands, Lotte Department Store has launched curated boutiques as part of the “Kinetic Ground” platform. These boutiques will feature trendy domestic brands. In addition, the department store’s duty-free branch has plans to inaugurate a new “K-Beauty Hall” in Myeongdong, accompanied by an expansion of local specialty food offerings.
Shinsegae Department Store is orchestrating a “Global Shopping Festa” around the Chuseok holiday, with a focus on categories popular with foreign shoppers. Convenience chains are also making preparations. GS25 is advertising Greek yogurt, highballs, and K-pop albums as emerging favorites. They have even released a “K-Convenience Store Guidebook,” presenting product rankings and celebrity snack choices. Additionally, 7-Eleven is promoting souvenir items that represent Korean symbols like the national flag and old currency.
Duty-free shops, known to benefit most from group tourism, are also gearing up. Lotte Duty Free is bolstering relationships with agents in second- and third-tier Chinese cities such as Chongqing and Qingdao, while Shilla is setting its sights on corporate travel groups. Shinsegae Duty Free is honing in on smaller groups that tend to spend more. Retailers are further enhancing the shopping experience by introducing experiential attractions like revamped “Star Avenues” and Artificial Intelligence (AI)-aided translation services to facilitate shopping for international visitors.
Despite these proactive measures, retailers face several challenges. One critical issue is the shift in travel patterns towards individual tourism, making it uncertain whether duty-free operators will regain their past dominance. Another concern is the increase in hotel costs since the pandemic, which could potentially impact package competitiveness.
A duty-free executive expressed optimism, stating that visa-free entry for Chinese group tourists might signal a turning point for Korea’s tourism recovery. However, the real litmus test lies in whether spending bounces back. The industry is eagerly waiting for the APEC summit in late October, hosted by Seoul, as it could provide more clarity on the situation. The event is also likely to attract China’s President Xi Jinping.
What changes are South Korean retailers making to accommodate the return of Chinese tour groups?
Retailers in South Korea are launching new promotions and expanding their product offerings. They are diversifying their product lineups to include not just luxury cosmetics, but also fashion items, lifestyle goods, and exclusive convenience store products.
How are duty-free shops preparing for the return of Chinese tour groups?
Duty-free shops are looking to strengthen ties with agents in Chinese cities, targeting corporate travel groups, and focusing on smaller, high-spending groups. They also aim to improve the shopping experience by introducing experiential attractions and AI-powered translation services.
What challenges do retailers face with the return of Chinese tour groups?
Retailers are facing challenges such as the shift in travel patterns towards individual tourism, which raises questions about the future dominance of duty-free operators. Additionally, rising hotel costs since the pandemic could impact package competitiveness.
