The Global Appeal of Daiso's Hangeul Series: Affordable K-Culture Souvenirs Driving Tourism Sales

In recent years, the influence of K-content has expanded beyond music, film, and TV, reaching into various aspects of daily life, including fashion and traditional Korean products. Daiso’s latest offering, the Hangeul Series, is a testament to this growing trend. Since its release on August 30, 2024, these products have gained immense popularity, particularly among foreign tourists. Featuring items adorned with traditional Korean designs and Hangeul patterns, the series has quickly sold out in several locations, becoming the go-to for tourists seeking affordable yet meaningful souvenirs.

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The Rise of the Hangeul Series: Why Tourists Are Flocking to Daiso

Daiso's Hangeul Series features a wide range of traditional Korean items, such as tumblers, eco-bags, keychains, and stickers, all incorporating Hangeul or traditional Korean artwork. The combination of unique cultural designs and low prices has made these products a hit with international visitors, who see them as affordable yet authentic Korean souvenirs.

 

A 26-year-old American tourist, Lauren, discovered the value of these products while shopping at Daiso’s Myeongdong store. She marveled at how a tumbler featuring Hangeul designs was priced at just 5,000 KRW (approximately $4), far cheaper than similar items in other tourist areas. Similarly, Japanese tourist Yuki expressed her excitement about finding traditional Korean items like eco-bags and soju glasses for a fraction of the price she’d seen elsewhere.

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What Makes the Hangeul Series So Popular?

Several factors contribute to the overwhelming demand for Daiso's Hangeul-themed items, but two stand out: affordability and cultural appeal.

• Affordability: The price point is a key driver of sales. Daiso offers traditional Korean souvenirs at much lower prices than underground shopping malls or other tourist shops. For instance, while a Hangeul-themed cup in a local underground shop might cost upwards of 10,000 KRW, Daiso offers similar products for just half the price. Souvenir hunters can find items like fans, keychains, and stationery for as little as 1,000 KRW, making them perfect for bulk purchases as gifts.
• Cultural Connection: The global popularity of K-content has significantly heightened international interest in Korean culture. Many tourists who are drawn to Korea because of K-pop and K-dramas are also eager to explore the country’s traditional elements. Products like Daiso’s Hangeul Series offer an easy way to bring a piece of Korean culture back home, whether as gifts or personal keepsakes.

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How K-Content Enhances the Appeal of Korean Souvenirs

The global fascination with K-content, from K-pop idols to Korean dramas, has played a pivotal role in driving interest in products like the Hangeul Series. Many tourists are inspired by the cultural exposure they receive through K-pop and K-dramas, which fuels their desire to engage with Korean traditions during their travels.

 

In fact, according to a 2023 survey conducted by the Ministry of Culture, Sports, and Tourism, 32.1% of foreign tourists cited K-content as their primary reason for visiting South Korea, closely followed by a desire to experience traditional Korean culture. This synergy between modern pop culture and traditional elements provides a unique opportunity for retailers like Daiso to cater to the evolving interests of international visitors.

Daiso's Role in Shaping the Tourist Experience

The surge in demand for Daiso’s traditional Korean products highlights the company's role in the Korean tourism industry. Offering products that combine cultural heritage with affordability positions Daiso as a key player in the souvenir market, especially among budget-conscious tourists.

 

Moreover, Daiso has seen a significant increase in overseas card transactions in recent months. Between April and June 2024, the number of transactions made by foreign tourists increased by 42%, with sales up by 48% year-on-year. Stores in key tourist areas like Myeongdong reported even more impressive growth, with some locations seeing sales increases of over 60%.

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The Future of Korean Souvenirs: Capitalizing on K-Culture and Tradition

As the popularity of K-content continues to soar globally, the demand for traditional Korean souvenirs is likely to grow in tandem. Daiso’s success with the Hangeul Series demonstrates that there is a strong market for affordable, culturally significant products. Moving forward, other retailers and the broader tourism industry could benefit from further integrating traditional Korean elements into their product offerings.

 

Kim Nam-jo, a professor of tourism at Hanyang University, suggests that developing high-value, culturally rich products could further boost the tourism industry. He emphasizes that leveraging the global appeal of K-content to promote Korea’s traditional culture could open new opportunities for growth in the souvenir market.

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Conclusion: Daiso’s Hangeul Series as a Reflection of Modern K-Culture

Daiso’s Hangeul Series serves as a perfect example of how K-content and traditional Korean culture can blend to create products that resonate with both domestic consumers and international tourists. The series' success is a reflection of how affordable, well-designed items can meet the growing demand for meaningful, culturally rich souvenirs in the age of K-content. As Korea’s influence on global culture continues to expand, products like these will likely play an increasingly important role in shaping the tourist experience.