Currency advantages, K-beauty fuel Chinese shopping trips, spending in Korea
Culture Index
Score Breakdown
Relevance
9/25
Freshness
25/25
Authority
18/20
Brand Signal
14/15
Depth
6/15
5-Axis Cultural Radar
When Chelsea Wang travelled to Seoul with two friends in late April, they barely visited any of the city’s palaces or tourist attractions. Instead, their three-and-a-half-day itinerary revolved around duty-free shopping, beauty treatments, hair salons and cosmetics stores. Wang arrived with a shopping list of her own: a backpack she estimated would cost at least 500 yuan ($70) less than in China,


