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Korean retailers expand social media presence to entice foreign tourists

Published: 18 Mar. 2026, 20:04

The Lotte Department Store is lit up in central Seoul on Oct. 30, 2025 [NEWS1]

With more foreign tourists visiting Korea, retailers are expanding their presence on social media, including major Chinese platforms, through experience-based content and event promotions unique to Korea.

Lotte Department Store has launched official channels on Gaode Map and Dianping, two of China’s largest platforms, the department store said on Tuesday.

Gaode Map, also known as Amap, has about 1 billion monthly active users, while Dianping has more than 700 million users. With both platforms widely used in China, Lotte Department Store plans to run promotions targeting Chinese tourists during peak travel periods through its official channels.

“Travel trends among Chinese tourists are shifting toward social media platforms such as local apps, so reaching customers through these channels has become a key part of our marketing,” said Park Sang-woo, head of marketing at Lotte Department Store. “We aim to strengthen our position as a global shopping hub through China’s leading platforms."

Retailers also strengthened social media content ahead of a comeback performance by K-pop boy band BTS scheduled for Saturday.

GS25, which has the largest number of followers among convenience store brands in Korea with about 1.02 million on Instagram and 1.05 million on YouTube, is running marketing campaigns featuring products modeled by BTS member Jin.

The company also promotes everyday convenience store culture in Korea through content such as product reviews and popular item combinations, offering foreign tourists a glimpse into local consumer experiences.

A GS25 store [GSRETAIL]

“In the past, social media focused on quickly delivering information about new products or events,” said Kim Seong-jun, head of brand marketing at GS25. “Now we focus on turning content itself into a consumer experience and positioning GS25 as a place to visit during a trip to Korea rather than just a convenience store."

LF, a Korean fashion company, is also expanding its reach to overseas customers by promoting its Space H Seoul store, located in Myeongdong, central Seoul, through platforms such as TikTok.

Space H Seoul, a flagship for LF’s brand Hazzys, has seen a surge in foreign visitors, with overseas sales doubling last year compared to 2023.

LF plans to hold an exterior lighting event at the store to attract foreign customers ahead of BTS’s comeback.

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY NOH YU-RIM [[email protected]]