Foreign spending in Seongsu doubled in a year: the numbers
Just how hot is Seongsu with international visitors? This year's numbers are pretty clear.
According to Korean press, foreign tourists spent about 208.2 billion won in the Seongsu area from January to May 2026, more than double the 102.4 billion won of the same period last year. Across all of Seongdong-gu it was 214.4 billion won, up 89.6%.
By brand:
- Olive Youngruns six stores in Seongsu, and its flagshipN Seongsu gets over 80% of sales from foreign customers. About 90% of people using its scalp consultation service are also foreigners.
- Musinsa has more than 10 stores there, with foreign shoppers making up 53% of purchases on average.
The interesting part is the shift in how people spend: fewer bulk bargain hauls, more solo travellers looking for experiences they can only get in Korea.
Many say Seongsu feels very different on weekdays versus weekends, so if you hate crowds, aim for a weekday morning.
What store or experience stuck with you most in Seongsu?
Source: Bizwatch — Seongsu opens tourists' wallets; Musinsa and Olive Young smile
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