Seongsu-dong Emerges as Popular Destination for Foreign Visitors

BTS Concert Boosts Foreign Tourism in Seoul: Seongsu-dong Emerges as New Shopping Hotspot​

Surge in Foreign Visitors During BTS Concert in Seoul​

Seoul witnessed a significant rise in foreign tourist activity during the recent BTS comeback concert held on March 21 at Gwanghwamun Plaza. Major commercial districts across the city experienced a sharp increase in international footfall, highlighting the global influence of BTS on tourism and retail.

According to data from the Korea Tourism Organisation (KTO), more than 78,000 foreign visitors flocked to Jung Ward, home to the iconic Myeongdong shopping district. This marks a 15.1% increase compared to the same period last year, reflecting the growing appeal of Seoul as a global travel destination.

Key Districts Record Strong Growth in Tourist Numbers​

Several prominent districts in Seoul reported notable increases in foreign visitors during the concert period:

• Jongno Ward, where Gwanghwamun Plaza is located, attracted 37,000 foreign tourists, up 49.9% year-on-year.
• Mapo Ward recorded 36,000 visitors.
• Gangnam Ward welcomed 34,000 foreign tourists.
• Yongsan Ward saw 31,000 international visitors.

Meanwhile, Seongdong Ward, which includes the trendy Seongsu-dong area, registered 21,000 foreign visitors—an impressive 52.6% increase compared to last year.

Seongsu-dong Gains Popularity as a New Shopping Destination​

Seongsu-dong is rapidly emerging as a must-visit shopping and lifestyle hub, particularly among younger travelers. Known for its unique blend of fashion boutiques, cafes, and cultural spaces, the area is becoming a hotspot for international tourists seeking authentic Korean trends.

Data from fashion e-commerce platform Musinsa highlights this growing trend. Foreign sales at Musinsa Standard’s Myeongdong store rose by 43% on March 21, while its Seongsu outlet saw an even larger surge of 69%.

Over the three-day period from March 20 to 22, foreign sales increased by 32% in Myeongdong and 75% in Seongsu-dong, underscoring the latter’s rising prominence.

BTS Fans Drive Demand for Korean Fashion, Beauty, and Food​

Industry experts note that a large portion of foreign visitors attending BTS concerts are young women, a demographic highly engaged with Korean pop culture. These tourists are increasingly exploring local fashion, beauty products, and culinary experiences during their stay.

A retail industry official stated that international visitors are eager to immerse themselves in Korea’s latest lifestyle trends, further boosting retail sales and tourism growth.

Data Source and Limitations​

The tourism data provided by the Korea Tourism Organisation is based on roaming service users from SK Telecom. It does not include visitors using other mobile carriers or local SIM cards, suggesting that the actual number of foreign tourists may be even higher.

Conclusion: BTS Continues to Power Seoul’s Tourism Boom​

The recent BTS concert has once again demonstrated the group’s massive global impact, not only in music but also in driving tourism and retail growth in Seoul. With areas like Seongsu-dong gaining traction as new commercial hotspots, the city continues to evolve as a dynamic destination for international travelers.