KB Kookmin Card Analyzes Commercial Districts Near Major Mountains
KB Kookmin Card released on October 24 an analysis of customer payment data from commercial districts near 16 major mountains across the country that include national parks.
An analysis of annual sales at restaurants, cafes, and convenience stores or supermarkets near these mountains showed that sales during the autumn season (September to November) accounted for 28% of the total, a figure similar to that of the summer season (30%).
This analysis was based on approximately 1.5 million credit and debit card transactions from September of last year to August of this year, covering a radius of 1 to 2 kilometers around 132 mountain entrances.
The mountains where autumn sales made up the largest share were Juwangsan (56%), Naejangsan (52%), and Songnisan (38%). Woraksan, Jirisan, Gyeryongsan, and Sobaeksan saw higher sales in the summer, Deogyusan in the winter, while Seoraksan and Odaesan had high sales proportions in both autumn and summer.
During the peak fall foliage period (one week before and after the peak foliage date last year), sales in commercial districts around major mountains increased by an average of 26% compared to two weeks prior. By business type, restaurant sales rose by 27%, cafes by 24%, and convenience stores or supermarkets by 17%.
The rate of sales increase during the peak foliage period compared to the two weeks preceding it was highest at Naejangsan with 237%, followed by Juwangsan at 158%, Deogyusan at 38%, Songnisan at 38%, and Odaesan at 29%. The surge in tourists during the foliage season led to a notable recovery in local commercial consumption.
During the peak foliage period, restaurant sales near major mountains increased by 250% at Naejangsan, 165% at Juwangsan, 46% at Deogyusan, 36% at Songnisan, 28% at Seoraksan, and 27% at Odaesan.
The proportion of external visitors during the peak foliage period was highest at Seoraksan (92%), followed by Odaesan (89%), Gyeryongsan (88%), Juwangsan (84%), Naejangsan (82%), and Songnisan (74%). This indicates a clear pattern of tourism-driven consumption, with spending concentrated among customers from outside the region, including the Seoul metropolitan area.
Popular menu items at Korean restaurants near mountains with a high proportion of external visitors during the foliage peak included dried pollack and soft tofu stew.
Specifically, at Seoraksan, dried pollack accounted for 70% of Korean restaurant sales, and soft tofu stew for 10%. At Odaesan, noodles and knife-cut noodles made up 41%, and sashimi (such as trout) 27%. At Gyeryongsan, tofu dishes accounted for 20% and duck meat for 18%. At Juwangsan, sashimi (such as trout) made up 27%, and samgyetang or baeksuk (ginseng chicken soup or boiled chicken) 26%.
A KB Kookmin Card representative said, "Through this analysis, we confirmed that visits during the autumn foliage season are revitalizing local commercial districts. We hope that this year's foliage tourism will also lead to increased sales in food and lodging around major mountains."
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