Foreign Tourists Fall in Love with Gacha
Lower Average Purchase Price, Surging Number of Transactions
Expanding Consumption of Gacha, Stationery, K-Beauty, and Wellness Products
The spending behavior of foreign tourists visiting Korea has shifted from focusing on high-priced products to prioritizing value-for-money consumption that emphasizes personal preferences and practicality. Although the average amount spent per purchase has decreased, the frequency of purchases has increased significantly, resulting in an overall expansion in total spending.
The craze for "Gacha (random draw)," a method of acquiring products through random selection that stimulates consumer expectations, is spreading. Citizens visiting a Gacha shop in Euljiro. Photo by The Asia Business Daily Database
The Korea Tourism Organization announced on the 16th that, according to an analysis of foreign credit card transaction data from the Korea Tourism Data Lab covering the period from 2018 to September of this year, shopping accounted for 51% of total foreign tourist spending in Korea.
The average expenditure per purchase by foreign tourists decreased from 150,000 won in 2019 to 120,000 won this year. However, the total amount spent per person increased by 83% during the same period. Despite the lower average purchase price, total spending grew due to a 124% surge in the number of purchases. The Korea Tourism Organization analyzed that the consumption pattern has shifted from making a few high-priced purchases to making multiple purchases of mid- to low-priced products.
Foreign Tourist Spending Shifts to Gacha, Stationery, and Beauty
This change has been particularly notable in the consumption of "K-lifestyle goods" that reflect Korean sensibilities and tastes. From January to September this year, the number of foreign card transactions at Gacha shops increased by 142.0% compared to the same period last year, while stationery stores (48.7%) and bookstores (39.9%) also saw significant growth.
The domestic stationery brand Artbox experienced a broad increase in foreign consumer spending across airports, transportation hubs, and local commercial districts, including Yeongjongdo (550.0%), Isu (325.0%), and Seomyeon in Busan (85.4%).
The number of foreign purchases in the fashion sector also rose by 23.4% during the same period, with underwear (59.1%), sporting goods (33.4%), accessories (33.0%), and sportswear (32.8%) leading the growth.
K-beauty and K-health have also established themselves as core areas of foreign tourist spending. Consumption of beauty and health products grew by an annual average of 19.1% from 2018 to last year, and increased by 40.4% this year. Cosmetics (35%), pharmacies (67%), and health foods (75%) all recorded high growth rates.
In the cosmetics sector, Olive Young saw foreign spending spread not only in established districts such as Myeongdong and Gangnam, but also to Seongsu Yeonbang (381%), Gyeongbokgung Station (425%), and Songdo Premium Outlet (536%). Pharmacy spending increased mainly on everyday wellness products such as skincare and nutritional supplements, while health food spending grew, especially for red ginseng and ginseng products.
Lee Misook, head of the Tourism Data Strategy Team at the Korea Tourism Organization, said, "The shopping habits of foreign tourists are shifting from a focus on high-priced goods to practical purchases centered on everyday life, personal preferences, and wellness. This change demonstrates the expanding global influence of Korean lifestyle and K-content."
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