With May, the month of family, overlapping with domestic and overseas holiday seasons, the retail industry is moving to capture a "double boom." On top of gift demand ahead of Children's Day and Parents' Day, Japan's Golden Week and the Labor Day holidays in China and Taiwan are overlapping, and spending by both Koreans and foreign visitors is expected to surge simultaneously.
According to the industry on the 27th, Lotte Mart will launch promotions for foreign tourists targeting the golden holiday period from the end of this month to early May. The strategy is to capitalize on peak-season demand as domestic holidays coincide with Japan's Golden Week (Apr. 29–May 6) and the Labor Day holidays in China and Taiwan (May 1–May 5).
Lotte Mart will strengthen discounts tied to a Japanese travel platform and domestic hotels, and run discount events based on easy payment methods such as WeChat Pay and LINE Pay. At major urban stores with high shares of foreign visitors, it will offer luggage tags and travel baskets, and expand events related to K-food and beauty.
Department stores are also moving to tap foreign demand. Lotte Department Store will enhance tax refund benefits for foreigners along with discounts. To broaden its reach to Chinese-speaking customers, it will put the benefits front and center through a main banner ad on the Chinese social media platform Xiaohongshu.
Shinsegae Department Store is holding a "Global Shopping Festa" for foreigners from on the 24th to Jun. 10, offering discounts with more than 100 brands in fashion, accessories, and cosmetics, along with tiered gift certificates and airport discount coupons based on purchase amounts.
They are also pursuing domestic demand aimed at the month of family. Hypermarkets, mixed-use shopping malls, and e-commerce (electronic commerce) companies are planning a variety of events, from discounts on toys and digital products to special prices on picnic foods and family hands-on programs, to capture demand.
E-MART will hold a "Children's Day Festa" through May 5, offering up to 80% off from character toys to digital toys. Marking the 30th anniversary of Pokémon, it will also roll out some 200 related items at special prices. Ultra-low-price items at uniform prices of 2,000 won and 3,000 won, including Sanrio and Mimi character goods, are also prepared.
Lotte Mart Toys"R"Us will offer up to 40% off toys at 42 stores nationwide through May 6 ahead of Children's Day. The promotion covers more than 2,000 domestic and overseas toys, including LEGO, Hello Carbot, and Catch! Teenieping, as well as Nintendo games.
They will also run hands-on events. At the Toys"R"Us Icheon store, a LEGO pop-up will offer photo zones and an air ball claw event in addition to discount sales. Shinsegae Property Starfield will hold a Kids Festa for Children's Day, offering various programs by store, including game experiences, giant board games, and character exhibits.
The e-commerce industry is moving to respond to the family month boom. Coupang will hold a "Family Month Kitchenware Sale" through May 7, organizing products covering everything from home-cooked meals to gifts and outdoor activities by theme and offering them at discounts. W Concept will revamp its gifting service and present kids' goods, beauty devices, and health foods curated by gifting purpose through its family month special.
In the retail industry, May, the month of family, is typically considered a key sales period of the year. Especially this year, expectations for peak season are rising with the added inflow of foreign tourists, but external variables such as prolonged high inflation and uncertainty in the Middle East are still weighing on sentiment.
The "Business Survey Index (BSI) for retail and distribution in the second quarter of 2026," released recently by the Korea Chamber of Commerce and Industry, came in at 80. The survey covered 500 places, including department stores, hypermarkets, convenience stores, supermarkets, and online shopping. A reading above the baseline of 100 indicates more corporations expect improvement, while below 100 indicates more expect deterioration.