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Korean Duty-Free Retailers Target Chinese Tourists.

February 23, 2026
Korean Duty-Free Retailers Target Chinese Tourists.
Customers visit Shinsegae Duty Free's Myeong-dong branch in Seoul on Feb. 11. (Shinsegae Duty Free)

Korea's duty-free store operators are bracing themselves for a Lunar New Year holiday like no other - 230,000 to 250,000 Chinese tourists are expected to flood the country between February 15 and 23, with a whopping $330 million in spending expected from these visitors. But what's behind this sudden surge, and what does it mean for the duty-free retailers? We've got the scoop, but first, let's dive into the drama unfolding in the duty-free world...

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