[Edaily Reporter Kim Ji-woo ] As the summer vacation season kicks off, convenience store sales have surged significantly amid a rise in foreign tourists visiting coastal areas.

GS Retail(007070)GS25, a convenience store chain operated by GS Holdings, announced on the 21st that an analysis of payment data from WeChat Pay and Alipay—payment methods commonly used by foreign tourists—from the 1st to the 19th of this month revealed a 136.9% year-over-year increase in sales from foreign tourists at approximately 100 stores located in coastal tourist destinations nationwide, including Gangneung, Sokcho, Haeundae, and Jeju.

Foreign tourists most frequently purchased heat-beating items such as bottled water and beverages at coastal stores. They also primarily sought out instant noodles, milk, and snacks—which offer a quick way to satisfy hunger—as well as water play items like inflatable tubes, goggles, hats, and toys.

This increase in coastal sales clearly reflects the growing demand for tourism in Korea from foreign visitors nationwide. With the number of foreign tourists visiting Korea this year projected to exceed 20 million—a record high—GS Holdings’ foreign customer sales for the first half of the year also rose by 60.2% compared to the same period last year.

By region, sales were highest in Myeongdong, Seoul, followed by Hongdae and Jeju. Sales to foreign tourists in regional tourist cities such as Busan, Jeonju, Suwon, and Gyeongju also more than doubled compared to the previous year.

The top items purchased by foreign tourists at GS25 this year included banana milk, Greek yogurt, ice cups, hard-boiled eggs, sesame ramen, Buldak Bokkeummyun, and honey butter almonds. Purchases of items needed immediately upon arrival, such as transit cards and SIM cards, also accounted for a significant portion of sales.

The use of convenience services for foreign visitors also increased. In the first half of this year, the number of transactions using GS25’s instant VAT refund service rose by 354.6% compared to the same period last year, and the use of foreign currency exchange kiosks increased by 20.2%.

GS Holdings offers discounts for UnionPay payments at approximately 2,000 stores in areas with high foreign visitor traffic, such as Seoul, Busan, Gyeongju, and Jeju. Major stores, including those at Incheon International Airport, Myeongdong, Seongsu, and Jeju, also sell souvenirs inspired by tourist attractions and traditional culture.

Ji Byeong-ju, Manager of the Partnership Marketing Team at GS Retail, said, “These locations have recently established themselves as travel itineraries where foreign tourists can experience K-food and K-culture up close,” adding, “We will enhance the payment and shopping environments to make them more convenient for tourists and expand the unique products and services that are exclusive to Korean convenience stores.”