Shinsegae Duty Free’s K-Wave Zone Sees 120% Sales Surge in March

Shinsegae Duty Free’s Myeongdong store’s K-pop-themed section, “K-Wave Zone,” recorded a 120% increase in sales during March. The surge was driven by explosive purchasing demand from global fans following BTS’s concert at Gwanghwamun, with a continuing boom in K-content consumption leading up to Big Bang’s performance at Coachella in April.

K-Wave Zone is a K-pop-focused store located on the 11th floor of Jenny Wren Myeongdong. It sells merchandise from eight artists, including BTS, BLACKPINK, Big Bang, G-Dragon, NCT, ATEEZ, BABYMONSTER, and ZEROBASEONE. Character IP products such as G-Dragon’s “ZO&FRIENDS” and BTS’s “BT21” and “TinyTAN” are also on display.

During the week before BTS’s concert from March 13 to 19, sales of K-pop merchandise surged by 430% compared to the same period the previous week. BTS-related items repeatedly sold out and were restocked, and on the 26th, the new album “ARIRANG” was added to the store, attracting even more global fan tourists. During the same period, the number of foreign customers purchasing goods increased by 32%. Customers from various countries showed growing interest, including the UK (200%), the US (170%), Indonesia (167%), Germany and Australia (both 100%), and Japan (38%).

Merchandise for Big Bang and G-Dragon, primarily consisting of lightsticks and keychains, saw sales rise by 90% within a month of opening at Jenny Wren. Sales from March 1 to the third week of the month increased by 103% compared to the same period the previous month, with interest growing ahead of Big Bang’s appearance at Coachella, the world’s largest music festival in the US, in April. Big Bang is set to return as a headliner at Coachella for the first time in six years, and its 20th anniversary this year has heightened expectations among global fans. Shinsegae Duty Free plans to introduce new products, such as G-Dragon-themed merchandise, next month.

As a result of purchasing K-pop merchandise, global fans have developed a consumption pattern that includes buying food and fashion items as well. From March 13 to 19, sales of food products on the 11th floor where K-Wave Zone is located increased by 97% compared to the same period the previous week, while sales in the fashion category rose by 130%.

Kim Ju-won, a buyer at Shinsegae D&E, said, “It’s becoming increasingly clear that global fans are coming to Korea to experience K-content, followed by shopping to commemorate their visit. Myeongdong store is establishing itself as a consumption destination driven by content for global fans, and its competitiveness as a ‘K-trend hub’ will continue to strengthen.”