Once the backbone of tourist retail — and a near-mandatory stop for Chinese and Japanese visitors — duty-free shops are shuttering outlets, downsizing operations and renegotiating rents as foot traffic thins. The downturn reflects not a collapse in tourism, but a fundamental shift in who is visiting Korea and how they shop.
From January to October, domestic duty-free sales totaled $7.3 billion, down 16.6 percent from a year earlier, according to the Korea Duty Free Shops Association. Even allowing for year-end seasonality, the full-year market is expected to fall to its lowest level since 2015, when sales stood at about $8.1 billion.
The slump stands in stark contrast to tourism numbers. Foreign arrivals reached 15.82 million over the same period, up 15 percent year on year. At the current pace, Korea is likely to surpass its pre-pandemic record of 17.5 million visitors set in 2019 and meet the government’s full-year target of 18.5 million.
Retailers had hoped the return of Chinese group tours — credited with driving pre-pandemic duty-free sales above $20 billion annually — would provide relief. Chinese tourists are back, but their shopping itineraries have changed.
Instead of duty-free counters, visitors are flocking to health-and-beauty chains such as Olive Young, discount retailers like Daiso and fashion platforms including Musinsa. These outlets offer lower prices, faster transactions and products perceived as more closely tied to Korean lifestyle trends.
KTO data released Tuesday underscore how sharply consumption patterns have shifted. Compared with 2019, average spending per purchase by foreign visitors fell from 150,000 won ($102) to 120,000 won in 2025. At the same time, average spending per visitor rose 83 percent year on year, while the number of purchases surged 124 percent — pointing to more frequent transactions across a wider range of lower- to mid-priced goods.
Foreign card payment data show particularly strong growth in capsule-toy "gacha" shops, where transactions jumped 142 percent from January to September. Spending also rose sharply at stationery stores (up 48.7 percent) and bookstores (up 39.9 percent). Cosmetics, daily necessities, character goods and small lifestyle items are emerging as key growth categories.
As profitability deteriorates, even conglomerate-run operators are retreating. Hotel Shilla and Shinsegae Duty Free have both returned their Incheon International Airport concessions early, opting to absorb termination penalties of more than 190 billion won each rather than continue operating at a loss.
City-based stores are also scaling back. Lotte Duty Free downsized its flagship store at Seoul's Lotte World Tower, while Hyundai Duty Free closed its Dongdaemun branch and reduced the size of its COEX location.
Korea's five major duty-free operators recorded combined losses exceeding 300 billion won last year — a stark reversal for an industry once seen as a bellwether of the country's tourism boom.
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