In the Myeongdong, Hongdae, and Seongsu areas of Seoul, it has become common to see foreign tourists lining up early in the morning with shopping bags in hand outside Daiso stores. Once a go-to for budget-conscious domestic consumers, Daiso has transformed into a 'must-visit shopping destination' for international visitors.
According to Daiso, the amount spent using foreign cards in its stores has seen significant growth over the past three years, with increases of 130% in 2023, 50% in 2024, and 60% in 2025. In the first half of this year, spending was up 100% compared to the same period last year.
Daiso currently launches over 600 new products each month. With its unbeatable value and extensive network of accessible neighborhood stores, it attracts consumers seeking low-cost beauty products. As the number of foreign visitors rises, Daiso is becoming an essential stop for tourists. In response, the company is expanding its major stores in key tourist areas like Myeongdong, Hongdae, and Seongsu. A new large store opened on Garosu-gil in Gangnam on July 31.
The standout contributor to foreign tourists' shopping carts is undoubtedly the 'ultra-value K-Beauty' lineup. Skincare and basic cosmetics priced under 5,000 won have gained a reputation as must-buy souvenirs when visiting Korea.
Among the best-selling new products in the first half of this year is the 'Boncep Retinol Double V Fit Gel Mask,' which has been recognized for its excellent quality at less than half the price of well-known brand cosmetics. Daiso's exclusive beauty products have become essential souvenirs for foreign visitors, fueled by the popularity of K-Pop and K-Dramas.
With the convergence of foreign tourist spending and domestic consumers' frugal shopping trends, Daiso is achieving record performance. The company's revenue for 2025 is projected to reach 4.5363 trillion won, a 14.3% increase from the previous year. Operating profit also rose by 19.2% to 442.4 billion won, surpassing 400 billion won for the first time. Compared to approximately 2.6 trillion won in 2021, revenue has surged by about 74% in just four years.
A Daiso representative stated, 'We have successfully transformed from a simple low-cost household goods store into a leading shopping platform representing K-Beauty. As we establish ourselves as a must-visit destination for foreign tourists, the demand for low-cost K-Beauty products is also increasing.'
* This article has been translated by AI.
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