When in S. Korea, it’s a ritual: Foreigners make stops at CU, GS25, 7-Eleven

“When you’re going to San Francisco, be sure to wear some flowers in your hair,” as Scott McKenzie sang in the early 2000s.

When foreign tourists come to South Korea, it’s almost a ritual for them to stop by convenience stores (CVs).

Korea’s convenience stores are rapidly evolving from late-night pit stops into curated cultural destinations, with foreign visitor spending at major chains soaring by more than 40% on-year in the first quarter of 2025.

Driven by a post-pandemic tourism boom and the growing appeal of Korean pop culture, international travelers are increasingly making convenience stores such as CU, GS25 and 7-Eleven part of their itinerary.

According to industry data on Monday, foreign card use and mobile payments, including those from platforms such as Alipay and WeChat Pay, jumped as much as 55% in the first quarter.


CU, operated by BGF Retail Co., the top Korean convenience store chain in terms of store count, reported a 54.9% on-year increase in foreign transaction volume in the first quarter.

The No. 2 player, GS25, operated by GS Retail Co., and the No. 3 player, 7-Eleven, followed with growth rates of 50.7% and 40%, respectively.

DUAL TAILWINDS

Retail analysts point to the dual tailwinds of a rising number of foreigners traveling to Korea and shifting tourist spending habits.

According to the Korea Tourism Organization, the number of foreign tourists visiting Korea from January to March climbed 13.7% on-year to over 3.87 million.

More notably, the profile of those visitors is evolving.

“We’re seeing a shift from group-based shopping at duty-free shops and landmarks to independent travelers influenced by Korean trends on social media,” said an executive at one of the major convenience store operators.

Products that trend on platforms like Instagram or TikTok – often snack foods or quirky limited-edition items – are now highly sought-after by tourists.

Last year, the best-selling item among foreign customers at CU was a chocolate brand popularized through Korean social media, known colloquially as “Dubai chocolate.”

With the Dubai chocolate craze going viral on social media, particularly among young consumers in their 20s and 30s, CU began selling “Dubai Style Chocolates” in July 2024, with GS25 and 7-Eleven also launching their own versions.

The convenience store products differ from the original in ingredients. Still, they are in short supply, according to retailers.

The original Dubai chocolate bar is filled with pistachio filling and is made with milk chocolate and shredded pastry dough known as kataifi.

AI TRANSLATORS, 24-HOUR MONEY EXCHANGE SERVICES

Convenience store chains are also rolling out tourist-focused services and products.

CU is piloting AI-powered translation services at high-traffic locations such as Myeong-dong in central Seoul; the hip street surrounding Hongik University, simply known as Hongdae; and Incheon International Airport.

GS25 has installed kiosks at select outlets, enabling 24-hour currency exchanges for 15 foreign currencies, including US dollars, Japanese yen and euros.

Both CU and GS25 are also targeting the global K-pop fandom, selling physical albums of idol groups at locations popular with young travelers, including stores in the hip neighborhoods of Hongdae and Seongsu in southern Seoul, known for its craft coffee bars and organic restaurants in repurposed warehouses.

“Foreign spending has reached record highs this year in areas like Myeong-dong and Seongsu,” said a CV executive. “K-pop albums and Korean cultural products are among the most frequently purchased items.”

Write to Tae-Ung Bae at btu104@hankyung.com
In-Soo Nam edited this article.