Interactive quizzes guide Chinese travelers through Seoul's best retail spots

As China's Golden Week holiday approaches, Seoul's tourism officials are moving away from conventional bus tour shopping excursions. Instead, they are introducing personalized itineraries through an interactive online platform called My Own Seoul Shopping Course. This digital campaign, unveiled by the Seoul Tourism Organization on Monday, caters specifically to Chinese travelers planning trips during Golden Week, which runs from October 1-7.

Shopping is an essential aspect of visiting the capital city, with 83.1% of international tourists surveyed in 2025 reporting that they made purchases during their stay. Among Chinese visitors, this figure increases to 92.3%. Beauty products topped the list of purchases at 86.8%, followed by food and beverages at 67.8% and local fashion at 61.4%.

However, tourism planners have noticed that consumer preferences among younger travelers have become more diverse. Instead of flocking to duty-free megastores, these visitors are now seeking unique experiences in different neighborhoods. This shift in consumer behavior is being addressed through the My Own Seoul Shopping Course, which offers hyper-personalized shopping recommendations tailored to individual preferences.