"Wow, This Is Addictive": Justin Bieber's Wife Raves About 'Ddungbaratte'... Foreign Tourists Flock to K-Convenience Stores [K-Holic]

Foreign Tourists Flock to "K-Convenience Stores"

Emerging as a New Tourist Hotspot

Convenience Store "Mukbang" Goes Viral on SNS

Editor's NoteInterest in Korean culture is rapidly growing around the world. Korean-related products and content, such as K-Food and K-Beauty, have permeated the daily lives of overseas consumers well beyond a niche group of enthusiasts. [K-Holic] highlights the 'Korean wave' seen in various parts of the world and explores why global consumers are paying such close attention to Korea.

"I really wanted to try 'Ttungbaratte' in Korea."

'Convenience stores' are attracting attention among foreign tourists visiting Korea. In the past, duty-free shops or department stores were must-visit shopping spots, but recently, convenience stores have become popular as places to experience the everyday life of Koreans up close. Tourists not only try Korean foods such as ramen, triangle gimbap, and banana milk, but also create their own food combinations and share them on social media platforms.

K-Style Convenience Stores Trending on SNS... 'Ttungbaratte' and 'Mark set menu' Gain Popularity

Top American model Hailey Bieber visiting a convenience store in Korea. Instagram.

Recently, posts related to Korean convenience stores have been actively uploaded on Chinese SNS platforms such as Xiaohongshu. Users share information by recommending popular products available at Korean convenience stores or posting reviews of their own experiences.

Posts titled 'Must-buy items at Korean convenience stores' and 'Convenience store recommendation lists' have recorded high view counts. These posts frequently feature products that are easy to find at Korean convenience stores, such as Binggrae Strawberry Milk, Ottogi Sesame Ramen, and HBAF Wasabi Almonds. One Chinese netizen commented, "Since Korean drinks tend to be quite sweet, if you don't like sweetness, it's a good idea to try them one by one to find your favorite. I often saw people eating ramen in Korean dramas and wanted to try it myself, but I was surprised at how much more variety there was in real life."

The culture of creating and enjoying one's own convenience store food combinations is also gaining popularity. A representative example is 'Ttungbaratte'—an iced drink made by mixing banana milk and pouch-type hazelnut coffee in a cup with ice. This beverage has become a hot topic among foreign tourists through word of mouth. Hailey Bieber, global pop star and wife of Justin Bieber, also visited a convenience store in Korea last month, tried Ttungbaratte, and posted on Instagram, saying, "I can't stop drinking this coffee." In addition, the so-called 'Mark set menu,' which involves adding cup noodle spaghetti and sausages to convenience store tteokbokki, continues to enjoy steady popularity.

Mr. Kim, who operates a GS25 in Songpa-gu, Seoul, said, "(When foreign customers visit), they used to mostly look for Buldak Bokkeum Myun in the past, but these days they buy a variety of products such as banana milk, protein milk, Picnic, Kkokkalcorn, and sausages." He added, "It seems that many foreign tourists visit after watching concerts or performances in Jamsil, and quite a few show photos from social media and ask for the same products."

Travel Trends: Seeking to Experience Daily Life of Locals

Posts related to Korean convenience stores shared on the Chinese SNS Xiaohongshu. Xiaohongshu

The increase in convenience store visits by foreign tourists appears to be closely linked to the 'experiential travel' trend, which is spreading mainly among Millennials & Gen Z. There is a growing demand not just to visit famous tourist attractions, but to experience the food and culture that locals actually consume.

According to the '2026 Global Travel Trend Report' by American Express, 89% of Millennial & Gen Z respondents said it is important to make time to enjoy local snacks while traveling. When asked where they seek out local food, the top answers were: ▲street food stalls/food trucks (69%), ▲bakeries (53%), and ▲grocery stores/supermarkets (50%).

This shows a strong tendency among tourists to experience food not only at famous restaurants, but also in spaces that reflect the daily lives of locals. Korean convenience stores are seen as the easiest place to experience Korean food culture and consumer habits, which is drawing more foreign tourists to visit.

Targeting Foreign Demand through K-Pop Collaborations

A convenience store in downtown Seoul. Photo is unrelated to specific expressions in the article. Photo by Dongju Yoon doso7@

Moreover, the influence of K-pop and other Hallyu content is further boosting this trend. Recently, convenience stores have evolved into spaces where K-pop merchandise and collaborative products can be purchased, drawing even more interest from foreign tourists.

For example, convenience store CU launched collaborative products featuring the 'Little RIIZE' character to celebrate the release of the group's second mini-album starting June 17. In addition, to mark this collaboration, the CU Seongsu Dessert Park branch in Seongdong-gu, Seoul is operating a pop-up store from June 20 to July 5. This location is known for its high proportion of foreign customers, with foreigners accounting for over 30% of sales. GS25 has also started selling collaborative products to celebrate the release of the group BoyNextDoor's first full-length album since June 12. This is interpreted as a strategy to attract K-pop fandoms to convenience stores and capture foreign demand.

This content was produced with the assistance of AI translation services.