Major commercial areas in Seoul experienced a surge in foreign tourists during BTS’ recent concert in the city. On the day of the concert, over 78,000 foreigners visited Jung Ward, where the popular Myeongdong shopping district is located, marking a 15.1 percent increase from the previous year. Additionally, Jongno Ward, home to Gwanghwamun Plaza where the concert took place, welcomed 37,000 foreign visitors, a significant rise of 49.9 percent compared to the previous year.
Seongdong Ward, which includes Seongsu-dong, emerged as a new shopping destination, attracting 21,000 foreign travelers on the concert day, reflecting a notable 52.6 percent increase from the previous year. The Korea Tourism Organisation’s data, based on roaming services by SK Telecom Co., highlighted the growing interest of foreign visitors in these areas.
Fashion e-commerce company Musinsa reported a substantial increase in foreign spending in Seongsu-dong, positioning it as a burgeoning commercial hub for younger consumers. Sales at Musinsa Standard’s Myeongdong store on the concert day surged by 43 percent year-on-year, while the Seongsu outlet witnessed a remarkable 69 percent growth. These trends continued over a three-day period, with sales increasing by 32 percent and 75 percent, respectively.
An official from a local retail company noted that foreign visitors, particularly young women coming for BTS concerts, are keen on exploring the latest fashion, beauty, and culinary trends in Korea firsthand. This aligns with the appeal of Seoul’s vibrant shopping districts to international visitors seeking a taste of Korean culture and lifestyle.
