What: South Korean retailers are launching international campaigns and exclusive online promotions to attract global shoppers ahead of Black Friday.

Why it is important: These efforts underscore the competitive drive among Korean retailers to capture global demand during high-traffic retail periods.

South Korean retailers are intensifying their international outreach by launching targeted campaigns and exclusive online promotions in anticipation of Black Friday. Brands such as W Concept are rolling out two-week events with limited-time offers, aiming to attract overseas customers and capitalise on the global shopping festival. This strategy leverages digital platforms to extend the reach of Korean fashion and lifestyle brands, positioning them to compete more effectively with international players. The focus on exclusive deals and online engagement is designed to boost cross-border e-commerce sales, particularly as global shoppers increasingly seek unique products and value-driven promotions. By aligning their marketing efforts with major shopping events, South Korean retailers are not only enhancing their brand visibility but also driving significant foreign sales growth. This approach reflects a broader industry trend toward digital innovation and internationalisation, as domestic consumption faces challenges and global demand becomes a critical growth driver.

IADS Notes: In October 2025, Lotte Department Store reported a 40% surge in foreign sales during the golden holidays, attributing this growth to targeted promotions for Chinese tourists and the rising appeal of K-fashion, as detailed by ChosunBiz. This aligns with the broader industry push observed in September 2025, when South Korean retailers intensified digital campaigns and experiential offerings to attract Chinese tourists ahead of the resumption of visa-free entry, according to Inside Retail. The effectiveness of these strategies was further demonstrated in October 2025, when Korean department stores experienced over 25% daily sales increases during the Chuseok holidays, driven by targeted campaigns and a strong return of foreign shoppers, as reported by Korea JoongAng Daily. These developments reflect a strategic pivot by leading retailers such as Lotte and Shinsegae, who, as noted by Inside Retail in January 2025, have expanded internationally and diversified their formats to counteract domestic consumption slumps. The global context is underscored by the December 2024 VMSD report, which highlighted a record $74.4 billion in Black Friday online sales, illustrating the growing importance of digital platforms, exclusive deals, and extended promotional periods in driving cross-border e-commerce and retail performance.

South Korean retailers target global shoppers ahead of Black Friday