How K-Pop is Transforming Foreign Tourist Spending in Korea: A Deep Dive into Fashion Trends

[The Public = Reporter Yoo Su-jin] Foreign visitors to South Korea are shopping very differently than they used to. Instead of splurging on luxury labels, many are prioritizing fashion and experiences — a shift that's been a major boost for local brands like Musinsa.

Industry sources said on the 7th that the Netflix hit "K-Pop Demon Hunters" helped draw more international visitors to Korea, and that those visitors are spending their money differently. Rather than focusing on high-end luxury goods, they're spending more on sightseeing and fashion.

An analysis of foreign credit-card transactions from the Korea Tourism Data Lab (2018 through September 2025) by the Korea Tourism Organization shows shopping now makes up 51% of total tourist spending.

Over the same period, foreign shoppers increased fashion purchases by 23.4%. Accessories jumped 33.0%, sportswear 32.8%, sporting goods 33.4%, and underwear surged 59.1%, all fueling broader retail growth. By neighborhood, Seongsu 2-ga 1-dong — a must-visit area for many tourists — recorded the steepest rise at 650%, followed by Myeong-dong at 62.9% and Yeonnam-dong at 13.9%.

Musinsa locations in Seongsu and Hongdae report that foreign customers account for roughly 60%–70% of their sales.

Experts say this trend reflects the clear identities of domestic fashion brands and their competitive design and quality, which spread rapidly through social media. The global popularity of K-pop idols and Korean cultural content has only amplified international interest.

As a result, many Korean fashion labels are expanding overseas.

Some companies, including Musinsa, are even accelerating plans to go public as they scale up international operations.

Musinsa, which is preparing to list on the KOSPI this year, opened its first overseas store in Shanghai on the 14th of last month — Musinsa Standard Huaihai Baixing Branch. The company plans additional openings in Nanjing East Road, Xujiahui, and Hangzhou during the first half of the year.

Musinsa aims to grow to more than 100 stores in China by 2030 and push global sales to 3 trillion KRW (about $2.25 billion). Last year, its overseas revenue was estimated at roughly 20 billion KRW (about $15 million).

Matang Kim has launched on U.S. Amazon and into select Eastern European boutiques, while Mardi Mercredi has also expanded to U.S. Amazon and shifted its Greater China operations to a direct, company-run model.

Foreign shoppers aren't limiting themselves to apparel — they're showing strong interest in Korean eyewear, bags, and hats, too. These accessories tend to be less trend-driven and offer strong design at competitive prices, making them well suited for global expansion.