[Edaily Reporter KYUNG GYEYOUNG ] As crowds flock to the coast to escape the heat wave, convenience stores near beaches are also enjoying a “midsummer vacation season boom.” In particular, Geoje is showing a higher sales growth rate than major beaches, indicating that the popularity of “Geoje Yaho” is leading to an increase in visitors.

According to industry sources on the 4th, sales at convenience stores near major beaches nationwide increased for all three major convenience store chains during the five-day period from the 24th to the 28th of last month, when the heatwave began. Sales at CU convenience stores—operated by BGF Retail(282330)—located near famous beaches such as Haeundae and Gwang-an in Busan, as well as Gangneung, Sokcho, Yangyang, and Boryung, rose 5.8% compared to the same period last year. During the same period, GS Holdings, operated by GS Retail(007070), also saw sales at 45 stores near major beaches nationwide rise by 11.7%, while 7-Eleven reported a 10% increase in sales at 30 stores near major beaches.

A GS Holdings official explained, “With the heatwave coinciding with the summer vacation season, there has been a significant increase in both domestic travelers and foreign tourists visiting Korea, leading to continued strong sales growth for convenience stores in resort areas such as beaches.”

Geoje City in South Gyeongsang Province saw particularly notable sales growth. Interest in Geoje has grown recently as the phrase “Geoje, yaho!”—shouted by Minami of the girl group Risenne—went viral as a meme on social media. According to Google Trends, search volume for “Geoje” over the past three months has increased by 100% compared to the same period last year, demonstrating explosive interest. This interest is believed to have directly led to an increase in visitors during the vacation season.

At GS Holdings, sales at stores near Geoje’s Wayeon Beach rose 105% compared to the same period last month, recording the highest growth rate among stores near beaches nationwide. A store near Deokpo Beach in Geoje not only saw sales rise by 76% compared to the previous month but also by 30% compared to a year ago, exceeding the average sales growth rate of the 45 stores near beaches by more than double.

At CU as well, sales at stores near beaches in the Geoje area rose 9.5% compared to the same period last year, significantly outpacing the sales growth rate of stores near other famous beaches. Sales at about 10 Seven-Eleven stores near Geoje’s beaches also rose 16% compared to the same period last year, exceeding the 10% sales growth rate of about 30 stores near major beaches.

With the vacation season continuing through mid-month, convenience stores have taken steps to meet demand, such as securing large inventories of summer-related products. In fact, as the heatwave persists, products that help quench thirst—such as ice cups, bottled water, and canned beer—have topped the sales charts at convenience stores near beaches. Sales of livestock products, including pork belly, and fruits, such as watermelon, have also increased.

GS Holdings has supported stores near beaches by ensuring they maintain a constant stock of peak summer season products and has activated a special delivery system to quickly supply emergency shipments. Considering that foreign tourists are visiting various regions, the company has also set up dedicated displays featuring Korean products.

To meet summer demand, CU has secured up to five times more inventory of items typically sought after at the beach since last month. The company plans to enhance customer convenience through a “theme zoning” strategy, creating four sections—“Things to Check Before Heading to Your Accommodation,” “Recommended Snacks for Tonight,” “Emergency Battery Charging,” and “Rainy Day Preparedness”—and prominently displaying popular products in these areas.

Seven-Eleven has also stabilized on-site supply by increasing inventory levels of popular items—such as cup ice, instant noodles, smoothies, and water play supplies—by up to four times compared to usual. It has also expanded its lineup of “K-goods,” including magnets and souvenirs, for foreign tourists visiting Korea.