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Amorepacific Wants AESTURA and ILLIYOON to Build a ?1 Trillion Global Derma Business
Amorepacific says AESTURA has expanded to 36 countries and more than quadrupled global revenue, as the group targets ?1 trillion in derma-beauty sales by BY30.
JISOO's First Salomon Campaign Is Here - These Are the Products Actually in It
Salomon's official Fall/Winter 2026 campaign identifies three XT silhouettes worn by JISOO, with early access scheduled for Oct. 7.
Korea's Tourism Boom Still Produced a July Deficit - Here's Why
Foreign visitors spent .62 billion in Korea in July, but Korean travelers spent slightly more overseas.
Foreign Tourist Spending Is Spreading Beyond Duty-Free - Into Beauty, Fashion and Delivery
Duty-free sales fell 5.5% in July even as foreign customer traffic rose, while Olive Young, Musinsa and Baemin reported growing foreign demand.
Seoul Is Marketing Its After-Dark Economy as a Travel Product
At Tourism EXPO Japan, Seoul put late-night food, shopping, transit and entertainment at the center of its tourism pitch.
Haeundae Passed 10 Million Visitors - Foreign Tourists Made Up an Estimated 60-70% in September
Haeundae Beach topped 10 million visitors for the first time, with foreign tourists accounting for an estimated majority of September traffic.
Foreign Visitors Want the Same GS25 Lunchboxes Koreans Eat - Not a Tourist Version
GS25 says international visitors are seeking the same Korean-style dosirak that appeal to local customers, including meals built around bulgogi, dakgangjeong and japchae.
Shinsegae's Foreign-Visitor Shopping Festa Covers 120 Brands - Here's How the Benefits Work
The promotion runs through Oct. 11 with brand discounts, gift certificates, payment offers and tax-refund benefits across four Shinsegae stores.
Korean Bathhouse Culture Is Becoming a K-Beauty Retail Experience
SENNOK is turning Korean bathhouse rituals into a modern beauty experience with its first permanent flagship in Seongsu.
Seongsu Is Growing Up: Pop-Ups Are Giving Way to Permanent Flagship Stores
Seoul's best-known pop-up district is evolving into a permanent beauty and fashion retail cluster.
Tourist Complaints in Korea Hit a Record — Here’s What Visitors Are Struggling With
Foreign visitor complaints reached 1,753 by July, already exceeding the full-year 2025 total.
Korea Has Already Welcomed 15 Million Foreign Tourists in 2026 — Spending Is Up 48.5%
Foreign arrivals reached 15.05 million through August, while tourism-related card spending climbed to about ?14 trillion.
aespa’s Seoul Concert Is Streaming Free in 7 Markets — Samsung Is Turning K-Pop Into Appointment TV
Samsung TV Plus is airing aespa's Seoul concert every Saturday through Oct. 24 across seven markets, turning K-pop performance footage into recurring FAST television programming.
Foreign Shoppers Made Up Nearly 60% of Buyers at Musinsa Beauty Hongdae — Here’s What They Bought
Musinsa Beauty Hongdae topped ?250 million in sales in its first three days. By day three, foreign shoppers made up nearly 60% of buyers - with stronger demand for derma and high-performance skincare.
K-Beauty Exports Hit $3.1 Billion in Q1 — The Bigger Shift Is Global Retail Infrastructure
Korean cosmetics exports are still growing, but Sephora and Olive Young show how K-beauty is moving from viral export demand toward permanent retail infrastructure.
aespa’s Ningning Is Bvlgari’s New Ambassador — Here’s What the Campaign Actually Confirms
Bvlgari's announcement links Ningning to DIVAS' DREAM and SERPENTI pieces, giving SEEN ON a clean example of verified celebrity-product evidence.
Myeongdong Is Becoming a K-Beauty Shopping Route — Not Just a Tourist District
Foreign visitors are moving through Myeongdong from Olive Young to pharmacies, fashion and goods, turning the district into a live showroom for Korean consumer products.
Stray Kids’ Lee Know Is Fronting Matin Kim’s 2026 Fall Collection — Why It Matters for K-Fashion
Matin Kim's Lee Know campaign shows a Korean fashion label using K-pop attention to bring global shoppers directly into its own retail ecosystem.
South Korea Now Has 2.87 Million Foreign Nationals — Here’s What the Number Actually Means
Foreign nationals in Korea reached 2.87 million at the end of August, but the total includes both long-term residents and short-term visitors.
Olive Young Is Now Inside 500+ U.S. Sephora Stores — 19 K-Beauty Brands Just Got a New Global Shelf
Sephora has launched 19 Olive Young-curated K-beauty brands in more than 500 U.S. stores, turning Korean retail curation into a global distribution model.
International Student Enrollment in Korea Rose 75% — We’re Asking What Happens After Arrival
Korea recorded 117,333 new international university enrollments in 2025. SEEN IN KOREA is asking what the official numbers miss: the experience after arrival.
Jung Saem Mool Launched 10 Sephora-Exclusive Cushion Shades — Why It Matters for K-Beauty
Jung Saem Mool Beauty entered Sephora U.S. with 10 retailer-exclusive cushion shades, signaling how K-beauty makeup is localizing for a broader market.
SEEN IN KOREA Is Live — Here’s What We’re Building
SEEN IN KOREA is an independent English-language media platform covering Korean culture, real life, products and the people experiencing Korea — with verification, original interviews and practical commerce built in.