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Foreign spending spikes at department stores, convenience chains during May 'golden week'

Published: 05 May. 2026, 15:03 Updated: 05 May. 2026, 17:17

KIM MIN-YOUNG
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A digital screen projects a clip for Children's Day at Shinsegae Department Store in central Seoul on April 28. [SHINSEGAE DEPARTMENT STORE]

Korea's department stores were inundated with foreign tourist spending during the early-May "golden week" holiday window, with some luxury boutique sales nearly tripling in foreign customer revenue.

The convergence of Japan's Golden Week, China's Labor Day and Korea's own May 1 Labor Day and May 5 Children's Day delivered what retailers are calling a "super holiday" effect. The holiday brought a heavy influx of foreign visitors to Korea, lifting sales at department stores, convenience chains and beauty retailers alike.

Lotte Department Store's sales rose 35 percent from May 1 to 3 compared to the same days a year earlier, the company said on Tuesday. Imported luxury goods and fashion led the gains with a 55 percent jump, while general fashion rose 45 percent and sports gained 40 percent. Food and beverage and dining outlets grew 30 percent.

Foreign customer sales at Lotte more than doubled, rising 100 percent across all branches. The flagship Myeongdong main branch logged an 85 percent gain, while the Busan main branch surged 190 percent. Lotte recently introduced Taiwan's Line Pay and other overseas mobile payment options, a move the company made to improve checkout convenience for inbound visitors.

Shinsegae Department Store's sales rose 39.7 percent over the same three-day window. Luxury jewelry led growth by category at 73.9 percent, followed by luxury brands at 52.3 percent and home goods at 53.3 percent. Men's wear, sports and food and beverage each grew at least 30 percent, with women's wear up 23.6 percent.

Foreign sales at the main Shinsegae branch rose 190.6 percent, nearly tripling on year. Luxury boutiques drew the heaviest spending with a 297.9 percent surge, followed by women's fashion at 136.3 percent, cosmetics at 127.5 percent, luxury jewelry at 115.5 percent, food and beverage at 94.9 percent and men's wear at 85.2 percent.

Shoppers walk around the premium kids’ section, called Kinder Universe, at Lotte Department Store's Incheon Branch after its opening on April 10. [LOTTE DEPARTMENT STORE]

People shop while carrying the environmentally friendly Fortune Bag. [SHINSEGAE DUTY FREE]

Hyundai Department Store reported a 31.3 percent overall sales increase. The Hyundai Seoul, the group's Yeouido flagship that has emerged as a destination for foreign shoppers, saw foreign customer sales jump 140.8 percent. The chain leaned on expanded pop-up programming and food and dining content to draw inbound traffic.

The foreign tourist effect extended well beyond department stores. Foreign sales for CU convenience stores rose 68 percent over the three-day window, with revenue from Chinese customers up 79 percent and Japanese customers up 78 percent. 7-Eleven posted a 45 percent gain in foreign sales nationwide.

CJ Olive Young, Korea's dominant health and beauty retailer, saw foreign sales rise 27 percent from the prior week and 57 percent from a year earlier between Friday and Sunday. The growth extended to noncapital regions, with stores in Gwangju, Daejeon and Cheongju leading regional gains. Stores in South Jeolla posted a 241 percent on-week jump and a 912 percent on-year surge.

The Ministry of Culture, Sports and Tourism estimated that at least 200,000 foreign tourists would visit Korea during the holiday period, up 20 to 30 percent from a year earlier. The ministry projected 80,000 to 90,000 Japanese visitors and 100,000 to 110,000 Chinese visitors during the window.

BY KIM MIN-YOUNG [[email protected]]