In brief
Data from Seoul’s Ministry of Data and Statistics showed a 40.7% rise in online direct overseas sales in the third quarter, hitting 1.09 trillion won (about $810 million). Duty‑free cosmetics surged 90.5% to 371.7 billion won, topping the category with 306 billion won. Overall online direct purchases fell 6.3% to 1.99 trillion won, a trend attributed to the strong U.S. dollar.
South Korea’s online direct overseas sales jumped 40.7% year‑on‑year to 1.09 trillion won in the July‑September quarter, the Ministry of Data and Statistics said on Monday, marking the highest figure for a Q3 since 2020.
The record rise was led by a 90.5% surge in duty‑free sales, which climbed to 371.7 billion won. Duty‑Free Cosmetics accounted for 306 billion won of that total, solidifying the beauty sector as the top earner in the category.
Besides cosmetics, clothing and fashion products added 92.3 billion won while music, videos and musical instruments contributed 84.4 billion won to the overall online direct overseas sales. The data show the sectors that matter most to Korean exporters and to travelers heading abroad.
While direct sales hit the peak, overall online direct overseas purchases fell 6.3% to 1.99 trillion won, the second straight quarter of decline. Industry officials blame the strong U.S. dollar, which has kept Korean goods more expensive for foreign buyers.
Paradoxically, sports and leisure goods saw double‑digit growth in the quarter, whereas clothing, fashion and even cosmetics experienced double‑digit drops in overall purchase numbers, indicating shifting consumer priorities amid currency pressures.
These numbers illustrate how demand for Korean beauty products remains robust overseas, yet broad export volumes can still waver when foreign exchange rates climb.
