[Alpha Biz= Paul Lee] SEOUL, October 24, 2025 — Foreign tourists’ credit and debit card spending in South Korea surged more than 30% year-on-year in the third quarter of 2025, fueled by a sharp rise in visitors drawn by the global popularity of K-content, according to data released by Hana Card.
Hana Card’s analysis of international transaction data showed that foreign card purchases totaled ₩5.025 trillion (US$3.6 billion) during Q3, up 32% from a year earlier, while the number of transactions increased by 30% over the same period. The report analyzed over 103.9 million card payments made by foreign tourists, processed mainly by Hana Card, Shinhan Card, and BC Card.
Industry experts attribute the surge to the global popularity of Korean cultural content — particularly the animated film “K-Pop: Demon Hunters” — which has inspired themed travel itineraries and “content pilgrimage” tourism.
According to Hana Card, spending by foreign visitors at Bukchon Hanok Village, Gangnam COEX, and Naksan Park — locations featured in the film — rose by 54%, 30%, and 29%, respectively, compared with the same period last year.
The popularity of hands-on K-experiences also drove spending in wellness and lifestyle sectors. Payments made at saunas, spas, and bathhouses increased 37% year-on-year, while spending at oriental medicine clinics and hospitals rose 22%.
Traditional tourist favorites such as instant photo studios and beauty chain stores like Olive Young also saw sharp growth. Card payments at photo studios rose 30%, and spending at chain retailers increased 41% from the previous year.
By nationality, U.S. tourists recorded the largest total card spending in Q3, followed by Japan, Taiwan, Hong Kong, and China. Visitors from Taiwan (+64%), China (+45%), and Japan (+32%) showed the fastest growth in spending.
The increase in tourist consumption aligns with a broader recovery in inbound travel. According to the Korea Tourism Data Lab, 12.38 million foreign tourists visited Korea between January and August 2025 — up 16% year-on-year — and the total annual figure is expected to surpass 20 million for the first time.
Analysts note that this influx is providing a much-needed boost to domestic demand and small business sectors tied to culture, wellness, and retail.
알파경제 Paul Lee 특파원(hoondork1977@alphabiz.co.kr)
