Chinese supermarkets have become a "treasure trove" for South Korean tourists.

Shanghai, January 8 (China News Service) -- Since the implementation of the visa-free policy between China and South Korea, a supermarket located in Jing'an District, Shanghai, has been gaining popularity on South Korean social media platforms. It has transformed from a supermarket serving local residents into a "hidden gem" on South Korean social media, becoming a unique feature of Shanghai's inbound tourism market.

Korean signs inside the store. (Photo provided by the interviewee)

According to reports, this "Korean Wave craze" originated from a bag of high-quality, affordable macadamia nuts. Store staff recalled that it was first discovered by Korean tourists who found that a certain type of macadamia nut was priced at only half the price in Korea, and they immediately shared the news on Naver (a Korean social media platform). As word-of-mouth spread, more and more Korean tourists flocked to the store, viewing it as an "extension of the duty-free shop," and it became commonplace for them to drag their suitcases in and shop to their heart's content.

This place has now topped the Shanghai travel itinerary on a South Korean internet platform. Staff explained that South Korean tourists' shopping lists are highly concentrated and unique: small bottles of Jiangxiaobai liquor, fruit cubes, Three Squirrels macadamia nuts, Little Yellow Duck egg rolls, Oreo cookies, cilantro-flavored instant noodles… Unexpectedly popular are the "I Love Shanghai" themed T-shirts, with monthly sales exceeding 800 pieces, becoming a popular choice for tourists to commemorate their trip to Shanghai.

Tax refund sign inside the store. (Photo provided by interviewee)

To capitalize on the inbound tourism boom, the supermarket has optimized its offerings across multiple dimensions, including merchandise, services, and payment options, to ensure a welcoming experience for South Korean tourists. A dedicated area for South Korean tourists has been created for product display; store layout, product descriptions, and service information are all presented in both Chinese and Korean, with bilingual guides playing continuously; a dedicated checkout lane for South Korean tourists supports popular payment methods such as Kakao Pay and UnionPay, and offers a special discount of 25 RMB off purchases over 300 RMB using Kakao Pay. As the first supermarket in Shanghai to offer instant tax refunds for departing tourists, it has partnered with the Bank of China to provide a 9% instant tax refund on purchases over 200 RMB, with 90% of the service going to South Korean tourists.

(Li Qiuying)