Updated Jan 29, 2026 | Executive Life Guide | Expert Insight by Director Brian

🛍️ Korea Shopping List TOP 10: The 2026 Ultimate Guide

💡 Summary: What's in the Bag in 2026?

Foreign spending in Korea reached record highs in 2025. The trend has shifted from mass-market cosmetics to High-Functionality Skincare and Pharmaceutical-grade beauty products. If you are visiting Seoul, these 10 items represent the best value for your money.

🏆 The Top 10 Must-Buys (2026 Edition)

PDRN Serums: The biggest hit of 2025. Salmon DNA extracts from brands like Anua and Medicube are essential for slow-aging.
Sun Serums: SKIN1004 and Round Lab hybrids that feel like moisturizers are now the standard for sun protection.
Toner Pads: Mediheal and Abib pads have officially replaced liquid toners in the modern 10-step routine.
Pharmaceutical Ointments: Madecassol Care and Noscarna from local pharmacies are viral "skin-fixers" for expats.
Legacy Snacks: Saeukkang (Shrimp Crackers) remains the #1 selling snack, perfect for a taste of authentic Korea.
HBAF Almonds: The Seoul-exclusive flavors like "Fried Chicken" are the top-tier souvenir gift.
Instant K-Coffee: Maxim Kanu or the new specialty sticks are office favorites around the world.
K-Pop Official Merch: Beyond albums, look for "Season’s Greetings" or high-quality light sticks.
Trendy Streetwear: Brands like Musinsa Standard or Ader Error offer the distinctive "Seoul Look."
Modern Hanbok Accessories: Reinterpreted traditional patterns on bags or scarves for a subtle cultural touch.

☕ Brian’s Executive Insight: Smart Shopping

In my years of leading business operations, I've learned that efficiency is key. Don't waste time visiting every shop. Most K-Beauty items on this list can be found at Olive Young, while snacks are best bought at large retailers like E-Mart. Remember, true value is found in products that locals actually use daily, not just the ones in tourist windows.

🧠 Vocabulary: Shop with Polish

전성분 (Jeon-seong-bun): Full ingredients.
추천(推薦)하다: To recommend. "가장 인기 있는 제품 추천해 주세요."
면세(免稅): Duty-free.
증정품: Samples or free gifts with purchase.

💡 Executive’s Survival Tip: 2026 Tax Rules

As of Jan 1, 2026, medical aesthetic tax refunds have ended, but retail immediate refunds are still active for purchases over KRW 15,000. Carry your physical passport to save 7-10% instantly at the counter.