Despite ongoing struggles in the duty-free sector, Busan’s Yongdusan Duty-Free Shop is showing remarkable signs of recovery, nearing pre-pandemic levels.
According to the city, visitor numbers at the Yongdusan branch increased by 24% in the second and third quarters of 2023 compared to the previous year, with foreign visitor rates rising by 9%.
Sales have rebounded to 96% of the monthly average recorded in 2018, standing in stark contrast to the declining performance of other downtown duty-free shops.
The store’s resurgence is largely credited to strategic initiatives, including city-linked marketing, revamped product planning, and the relaunch of its online duty-free platform.
Unlike other downtown duty-free locations, the Yongdusan branch benefits from its setting within Yongdusan Park, integrating seamlessly with city tourism efforts.
Through a national public initiative, the branch has introduced cultural technology elements and hosted trend-driven events like pop-up stores and seasonal festivals to attract both domestic and international visitors.
A shift in inventory strategy has also played a key role. The store moved away from high-end luxury items, focusing instead on more affordable products such as seaweed and Korean ginseng.
Additionally, its revamped online duty-free shop now prioritizes fashion accessories and alcoholic beverages, which have proven more appealing to foreign tourists. Joint marketing efforts, including collaborations with Songdo Cable Car, have further expanded its market reach.
Established in 2018 by local merchants, Busan’s Yongdusan Duty-Free Shop was created to support regional businesses and introduce local products to international consumers. The store continues to serve as a significant symbol of homegrown enterprise and economic vitality.
