US, Canadian customer base key to GS25 boom

By the Editorial Team · Tuesday, October 6, 2026

GS25 has seen a 131% increase in sales from North American customers at its South Korean stores during the first eight months of 2026, marking the fastest growth among foreign shoppers. This shift has prompted the company to tailor its products and marketing, including English-language promotions, to better serve a more diverse international customer base.

GS25, a leading South Korean convenience store chain operated by GS Retail, has reported a significant surge in sales to North American customers, highlighting a shifting pattern in foreign consumer demographics. According to company data for the first eight months of 2026, sales from North American shoppers at GS25 stores in South Korea increased by 131% compared to the same period last year. This growth marks the fastest expansion among all foreign customer groups and has narrowed the gap with Greater China shoppers, who remain the largest foreign customer base with about 40% of foreign sales. North Americans now account for roughly 30%, reducing the difference between the two groups to approximately 10 percentage points.

A GS Retail spokesperson attributed the change to a broader diversification of foreign tourist spending, noting that visitors from different countries are spreading out beyond previous concentrations. The company highlighted distinct purchasing preferences between the two groups: North American customers tend to buy canned beer, wine, spirits, as well as sports and energy drinks, outspending other foreign groups particularly on canned beer. In contrast, Greater China shoppers favor dairy products, noodles, and baked goods, with blueberry Greek yogurt recently surpassing banana milk as their top seller.

Regionally, North American consumers have made the most significant impact in Gangwon Province, where sales jumped by 338%, especially along the coastal areas. Meanwhile, shoppers from Greater China are more prominent in popular tourist and urban areas such as Jeju Island, Seoul, and Busan.

In response to these trends, GS25 has initiated efforts to customize its store offerings, products, and marketing strategies based on the growing diversity of foreign customers. Around 1,000 stores with a substantial number of foreign visitors have introduced English-language promotions along with recipes and serving tips to cater to non-Korean speakers. The company plans to continue analyzing spending data to tailor services at the store and product level further. GS25 aims to establish itself as the preferred convenience store brand among foreign visitors to South Korea.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.