18.94 million. That is the record high number of foreigners who visited Korea last year. As inbound travelers surge, retailers are moving faster to target them. The three major brands called the so-called 'Ol-Da-Mu' stores (Olive Young, Daiso, and Musinsa) have emerged as rising powerhouses in retail. As the so-called 'Ol-Da-Mu' stores (Olive Young, Daiso, and Musinsa) expand their businesses amid foreign interest and continue their growth, the roster of items that represent Korea is gradually diversifying. This paper examines the traits of newly added spaces along foreign shoppers' routes and the expansion trend, and looks at the channels cited as the next so-called 'Ol-Da-Mu' stores (Olive Young, Daiso, and Musinsa). [Editor's note]
"中文服务" (Chinese-language service) "台幣OK" (Taiwan dollars OK) "香港·澳門·新加坡歡迎" (Hong Kong, Macau, Singapore welcome)
On the 19th in Jongno District's Gwangjang Market in Seoul. As I entered the alley lined with bedding shops, signboards and posters with Chinese characters caught my eye first. Inside and outside the stores, Chinese and Japanese were heard more often than Korean, and staff members were busy pulling out comforters for foreign tourists.
Most were travelers from the Chinese-speaking world, such as Taiwan and Hong Kong. They touched the comforters stacked layer upon layer on the display stands, asking about size, fabric, and price. When passing by a relatively quiet storefront, a staffer even addressed the reporter in Chinese, saying, "你要什么被子 (What kind of comforter are you looking for)?"
In recent years, Gwangjang Market has become not only a food destination but also a shopping spot for Korean-style household goods among inbound travelers. In particular, the alley dense with bedding shops functions as its own commercial district and an independent shopping channel. Song Yong-seok, who runs the bedding store 'Assibang,' said, "Many people come from Taiwan to buy comforters, and some purchase online," adding, "If there were no Taiwanese customers, we would have to close up shop."
Foreign tourists mainly look for functional comforters. Previously, highly insulating microfiber comforters or cooling-fabric comforters that lower body temperature in summer drew attention, but demand is now rising for a wider range of products by function and use, such as allergy care and anti-static.
Song noted that lately more customers have been seeking modal or cotton comforters that emphasize texture and breathability. Modal is considered advantageous for hygiene management because its fibers are fine, giving it a soft feel and high density.
As demand from foreign tourists grows, customized services such as vacuum compression packing are also expanding. Stores compress comforters to reduce volume so they can be packed into travel carriers and taken along. Some shops stand out for supporting overseas shipping, with stacks of vacuum-packed comforters bearing international shipping labels on one side.
Preference for Korean-made comforters also ties into perceptions of origin. Among some young people in the Chinese-speaking world, an aversion to Chinese-made goods influenced by anti-China sentiment appears to be at work, leading them to seek Korean products perceived to have relatively higher quality and trust. Taiwan has a limited bedding manufacturing base and relies heavily on imports; in that process, Korean goods have become an alternative.
There is already a growing perception overseas, mainly online, that Korean comforters deliver strong value for money. On global e-commerce platforms such as Amazon.com in the United States, Korean comforters and bedding have established themselves as a category, and purchase reviews are coming in from the West, including North America and Europe.
Along with comforters, functional pillows such as the buckwheat pillow are also popular. After BTS member Jungkook used one and it became known among fans, demand has grown as word spread that its breathability and support help with sound sleep and posture correction.
The nutty scent unique to buckwheat and the prevalence of designs featuring Korean-style embroidery patterns also seem to capture foreigners' interest. On Amazon, the pattern is even described as a design symbolizing good luck in Korea. Its smaller size compared to standard pillows, which makes it easier to carry, is also cited as a strength.
In addition, Korean-style household items such as sochang towels, Italian (exfoliating) towels, kimchi-making vests, and aluminum pots are finding their way onto foreign tourists' shopping lists. Beyond souvenirs, growing demand to experience the daily culture of Koreans, coupled with high satisfaction and practicality for the price, appears to be driving consumption.
As of that day, thousands to tens of thousands of purchase reviews were posted for Gold Sangsa's Korean-made exfoliating towel sold on Amazon. Consumers of various nationalities are leaving reactions such as "game-changing exfoliation" and "Where has this been all my life."