Analysis of Early May Golden Holiday Sales Data at Incheon Airport Branch
Distinct Consumption Trends by Nationality
Southeast Asian Tourists Show Preference for K-Food
Shinsegae Duty Free announced on the 16th that, after analyzing data on popular products by nationality collected at Incheon International Airport during the early May golden holiday, it found that preferences varied by nationality: Korean customers favored whisky, Chinese customers preferred facial masks, and Japanese customers chose yakgwa, among others.
Shinsegae Duty Free Incheon Airport Terminal 2 Beauty Store Interior. Provided by Shinsegae Duty Free
Shinsegae Duty Free analyzed consumption patterns by compiling the top-selling items purchased by individual travelers (FIT) from seven countries?including Korea, China, Japan, Vietnam, Thailand, Singapore, and Malaysia?based on the number of products bought during the holiday period, which lasted up to six days from April 30 to May 6.
There were clear differences in preferences in the food and cosmetics categories. Chinese tourists purchased facial masks the most, with the "Torriden Dive-In Low Molecular Hyaluronic Acid Mask" and the "Rejuran Turnover Mask" cited as particularly popular products. Other top choices included Spam, Strawberry Whole White Chocolate, and Honey Butter Almond.
Unlike Chinese tourists, who preferred sweet desserts, Japanese visitors showed a broader interest in Korean food products, purchasing not only traditional snacks like yakgwa and various types of gim (seaweed), but also walnut cookies and olive oil. This marks a diversification from last year's purchase patterns, which had focused mainly on gim.
Korean customers most frequently purchased "Ballantine's 30 Year Old" whisky, with three premium whiskies ranking among the top five products. Notably, sales of Ballantine's 30 Year Old at the Incheon Airport branch during the golden holiday period increased more than threefold compared to the same period last year. While last year’s top items included not only whisky but also red ginseng and Korean soju, this year saw a pronounced dominance of whisky.
Southeast Asian countries showed a preference for K-food. Singaporean tourists, who had focused on cosmetics last year, shifted this year to purchasing more food items such as Osulloc Green Tea Langue de Chat and Spam. Malaysian visitors mainly bought traditional foods like Honey Butter Almond, Stir-fried Dried Squid, and Dashida. Vietnamese tourists showed balanced interest in both red ginseng and premium whisky. Last year, processed red ginseng products like jellies and candies were among the top sellers, but this year, whiskies such as "Chivas Regal" and "Ballantine's" newly entered the top ranks, indicating an expansion in consumption trends. In Thailand, there was strong interest in the "Rejuran Turnover Mask," but food items such as Honey Butter Almond, Spam, and Osulloc Matcha were also popular purchases.
A Shinsegae Duty Free representative stated, "Through this data analysis, we confirmed that consumption patterns in major categories such as high-end liquor, K-food, and cosmetics clearly differ by Asian country. We plan to strengthen our product lineup and marketing strategies tailored to each country, reflecting the latest trends such as changing Chinese preferences and Vietnam’s growing interest in premium liquor."
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