"Not Myeong-dong or Gangnam, Yet Foreigners Racked Up 15.7 Billion Won in Card Spending"... The Place They Make Sure to Visit in Korea [K-Holic]

Foreign Visitors' Sales at Namdaemun Market Up 65.6%
Lively Atmosphere and Accessibility Draw Tourists
A Hit in Korea, Too... "Scarf-rio" Captures Social Media

Editor's NoteInterest in Korean culture is growing rapidly around the world. Korean-related products and content, including K-food and K-beauty, are becoming part of overseas consumers' everyday lives, reaching far beyond niche fan communities. [K-Holic] explores the Korean wave as it takes hold around the world and looks at why overseas consumers are paying attention to Korea.

Foreign visitors walk through Namdaemun Market on the 5th. Yonhap News

Foreign tourists visiting Seoul are enjoying shopping not only at popular tourist destinations such as Myeong-dong and Gangnam, but also at traditional markets like Namdaemun Market. They are buying everyday items familiar to Koreans, such as exfoliating towels and bath baskets, while also showing interest in experiencing the distinctive atmosphere of a traditional market.

Foreign Visitors Flock to Traditional Markets... Sales at Namdaemun Market Up

Foreign visitors walk through Namdaemun Market on the 5th. Yonhap News.

According to recent tourism and consumption data from the Seoul Metropolitan Government, foreign visitors' credit card spending in Seoul's neighborhood commercial districts totaled 308.2 billion won from January through September 2026, up 80.5% from the same period last year. Foreign visitors' credit card spending at traditional markets also rose 48.8%. The data suggest that foreign tourists' spending is expanding beyond established tourist districts to neighborhood commercial areas across Seoul that serve residents' everyday needs.

Namdaemun Market is one such example. According to Shinhan Card data, credit card sales in tourism-related businesses around Namdaemun Market's Jayu Shopping Center totaled 109.181 billion won from January through September 2026, up 7.5% from the same period last year. Foreign visitors' spending rose sharply by 65.6%, from 9.514 billion won to 15.758 billion won. By comparison, domestic customers' spending increased 1.5% over the same period, from 92.014 billion won to 93.423 billion won. Foreign visitors' share of total credit card sales also rose from 9.4% to 14.4%.

From Exfoliating Towels to Bath Baskets... "K-Sauna" Products Prove Popular with Shoppers

Posts introducing exfoliating towels and similar products have been appearing one after another on social media. TikTok.

It's easy to find social media posts from foreign tourists who have visited Namdaemun Market. They share a range of experiences, from enjoying market foods such as hotteok to buying so-called "K-sauna" items, including exfoliating towels, bath baskets, shower caps, and gua sha tools. Exfoliating towels, in particular, symbolize Korean bathing culture and are also popular with foreign tourists as practical souvenirs.

One overseas social media user introduced an exfoliating towel, saying, "If you haven't tried one yet, you're missing out on a pretty useful body-care method." The user added, "Seeing the dead skin that comes off after use can feel a little gross, but it can also be a very satisfying experience." A bathing tradition familiar to Koreans is becoming a new body-care experience for overseas consumers.

According to the Korea Tourism Development Research Institute, the number of video views on TikTok and Instagram featuring the hashtags "KoreanScrub" and "Seshin" (Korean body scrubbing) has also increased by more than 300% over the past two years.

Another appeal of Namdaemun Market is that shoppers can browse a wide variety of household goods and clothing in one place. Unlike large shopping malls or brand-name stores, the market lets shoppers compare different kinds of products in person and experience talking with vendors or bargaining over prices. The market's food, such as hotteok, and its lively street scene add to the appeal.

Its proximity to Myeong-dong is another advantage. After shopping and sightseeing in Myeong-dong, visitors can head to Namdaemun Market to explore its distinctive traditional-market atmosphere and wide range of products, making it possible to visit both areas on the same trip. The chance to experience two different shopping environments in one outing also appeals to foreign tourists.

"Don't Spend Your Money!"... Namdaemun Market's "Scarf Man" Becomes a Hit

The "Scarf Man" who sells scarves at Namdaemun Market. Social networking service (SNS)

Meanwhile, Namdaemun Market is also drawing attention in Korea as a new shopping destination. It was once widely seen as a traditional market mainly frequented by middle-aged and older shoppers, but recently it has gained notice as a place to buy a range of items, including jade rings, hairpins, and tableware, at reasonable prices.

Its colorful vendors are another attraction. One standout is the so-called "Scarf Man," who has become popular for his witty banter. Also known as "Scarf-rio," he has gained popularity on social media for introducing scarves while joking with customers. As videos of him have spread online, crowds have gathered outside his shop.

Even as he sells six scarves for 10,000 won, the vendor tells customers things like, "Don't spend your money," "Just look around and go," "You'll buy it and then never wear it anyway," and "Don't risk your life over buying a scarf." Rather than actively urging customers to buy, he makes them laugh with his distinctive humor and mock scolding. The vendor's colorful banter and unconventional sales approach have become another part of Namdaemun Market's unique appeal.

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