KTL MAGAZINE · K-Beauty
Daiso Emerges as a Must-Visit K-Beauty Spot for Foreign Tourists
Daiso’s sub-5,000-won skincare line has gone viral, turning its Myeongdong, Hongdae, and Seongsu-dong stores into K-beauty hotspots for foreign tourists. Overseas card spending has risen steadily by double digits in recent years.
KTL Editorial · September 20, 2026
Daiso has become a go-to K-beauty shopping destination for foreign visitors after its ultra-budget skincare line—priced under 5,000 won—spread by word of mouth. Stores around Myeongdong, Hongdae, and Seongsu-dong have been drawing noticeable attention from tourists.
At the same time, overseas card payment amounts have shown steady, double-digit growth over recent years, signaling a commercial expansion of this trend. The rise in sales aligns with shifts in consumer behavior.
These changes indicate that local, mainstream beauty culture is being widely adopted by foreign visitors. For travelers, shopping and the street scenes offer a clear glimpse into current consumption trends and the structure of the local retail landscape.