What to buy in Korea

Shopping is about 51% of what visitors spend — here's what travelers actually buy, and where.

The shift: away from luxury and duty-free, toward affordable everyday K-products bought in volume. Per-visitor spend is up 83% on 124% more purchases.

Locals' must-visit trio: Olive Young · Daiso · Musinsa ("Ol-Da-Mu").

K-beauty & skincare

+35% in 2025

Toner pads, sunscreen, sheet masks, cushions.

Olive Youngduty-free pickup

Pharmacy & health

+67%

Ointments, pain patches, cold meds, vitamins.

약국 (pharmacy)Olive Young

K-pop merch & albums

fandom core

Albums with photo cards, lightsticks, direct-buy freebies.

KTOWN4UWeverse ShopMyeongdong

K-fashion

+131%

Accessories, sportswear, streetwear brands.

MusinsaSeongsuDaiso

Gacha, stationery & character goods

+142%

Capsule toys, diaries, stickers, plushies.

DaisoArtboxKakao Friends

Food & snacks to take home

staple

Yakgwa, honey-butter chips, ramyun packs, gim (seaweed).

CU / GS25EmartLotte Mart

Medical & aesthetic

fastest-growing

Derma facials, skin boosters; book ahead, bring your passport.

Gangnam / Apgujeong

Get the tax refundSpend ₩15,000 or more? Claim VAT back before you fly.