As Japan’s much-anticipated Golden Week kicks off on April 29, 2026, the usual festive mood is tinged with both excitement and uncertainty. For many Japanese and Chinese travelers, South Korea has emerged as the top destination, while Korean retailers and brands are racing to capture this unprecedented wave of foreign interest with creative campaigns and promotions. Yet, all of this unfolds against a backdrop of global economic jitters, with rising oil prices and supply chain disruptions threatening to dampen the holiday spirit.
According to Hankyung, Japanese demand for overseas travel has surged ahead of Golden Week, a holiday stretch that runs until May 10 and is traditionally Japan’s busiest travel season. Seoul has clinched the top spot in travel reservations, with other Korean cities like Jeju and Busan ranking high among Japanese favorites. Major travel agencies such as HIS and JTB are forecasting an 8.5% increase in outbound travelers compared to last year, with JTB projecting 572,000 Japanese heading abroad between April 25 and May 7. Korea, Taiwan, and Southeast Asia are leading the pack in popularity.
Meanwhile, China’s Labor Day holiday from May 1 to 5 is also driving a spike in Korean-bound tourism. Airbnb China reported that Korea is now the number one international search destination for Chinese travelers during this period, with overall searches for Korea up fivefold and Seoul searches up sixfold year-on-year. This surge is partially attributed to recent cooling in China-Japan relations and the cancellation of nearly 45% of flights from China to Japan, as reported by Global Times. In contrast, Korea’s appeal has only grown stronger, buoyed by the global popularity of K-culture, easy accessibility, and shifting geopolitical winds.
The numbers bear out this trend. The Korea Tourism Organization revealed that in the first quarter of 2026, Korea welcomed a record 4.76 million foreign visitors—China and Japan accounted for the largest shares with 1.45 million and 940,000 visitors respectively.
South Korean retailers are not missing a beat. inews24 describes how businesses are rolling out targeted promotions to woo this influx of foreign tourists, especially individual travelers who increasingly prefer self-guided experiences over group tours. Shinsegae Duty Free in Myeongdong, for instance, launched an integrated online and offline campaign starting April 28. Shoppers can receive up to 200,000 KRW in shopping support, participate in brand relay weeks, and even earn special gifts—such as traditional culture sticker packs and mask packs—by sharing photos or videos of Shinsegae’s 10th anniversary media facade on social media. Foreign customers who purchase domestic brands are treated to keyring gifts, and Line Pay users enjoy a base 10% point accrual, which can rise to 30% with select cards.
But perhaps the most ambitious campaign comes from Musinsa, a leading Korean fashion platform, and its Japanese partner ZOZOTOWN. Their collaboration, which began with the launch of Musinsa’s ZOZOTOWN store in November 2025, is now expanding into the physical realm. From April 29 to May 10, Musinsa and ZOZOTOWN are hosting an offline store visit campaign at 15 Musinsa-affiliated locations across Korea—spanning Hongdae, Myeongdong, Seongsu, Gangnam, Hannam, and Busan.
During this 12-day event, ZOZOTOWN members who visit participating stores and register at least three items from the Musinsa ZOZOTOWN store as favorites can show their screens to staff for a special reward: a 10,000 KRW discount on purchases over 100,000 KRW and an additional 1,500 yen worth of points to use at Musinsa’s ZOZOTOWN store. This O4O (online for offline) campaign is designed to link the in-person excitement of Korean retail with the convenience and reach of Japanese e-commerce.
The rationale for this cross-border push is clear. In the first quarter of 2026, Japanese customers made up 34% of foreign sales at Musinsa Store—ranking first—and 15% at Musinsa Standard, ranking third. As a Musinsa spokesperson told Fashionbiz, "This campaign is significant because it strengthens the O4O structure by connecting the offline experience in Korea with online consumption in Japan. We will continue to support the sustainable growth of domestic designer brands in the Japanese market based on our strategic partnership with ZOZOTOWN."
The hope is that Japanese shoppers, after enjoying hands-on experiences in Korea, will continue to engage with Korean brands online through ZOZOTOWN, creating a virtuous cycle of brand loyalty and cross-border commerce. As inews24 notes, Musinsa’s strategy is to "create a virtuous cycle linking Korean offline brand experience to ongoing consumption through ZOZOTOWN in Japan to expand global demand."
Yet, not all is smooth sailing. As Yonhap News reports, the Middle East crisis has sent crude oil prices soaring, casting a shadow over the holiday. The average retail gasoline price in Japan reached 169.5 yen per liter as of April 20, 2026, rising for two consecutive weeks. A survey by Intage, cited in Sankei Shimbun, found that 41.2% of Japanese respondents had "no special plans" for Golden Week, up 4.7 percentage points from last year, while 19.6% planned to reduce their travel budgets or shorten their holidays due to the situation in the Middle East. The result? A shift toward "Ankintan" travel—short, nearby, and affordable getaways—with Korea perfectly fitting the bill.
The impact of high oil prices is rippling across industries. Tourism businesses, such as hot spring hotels in Shizuoka Prefecture, are grappling with increased fuel and food costs. The Ichihara City Zoo has seen fewer visitors from distant regions since oil supply concerns spiked in March. Airlines ANA and JAL plan to double international fuel surcharges starting in May and may introduce surcharges on domestic flights as well.
Other sectors are feeling the pinch too. According to Yomiuri Shimbun, 44% of food and beverage companies report operational damage due to naphtha shortages. Plastic container shortages are forcing some food makers to consider suspending sales, and agricultural cooperatives are raising prices on materials like greenhouse sheets—some by over 30%. Even sodium hypochlorite production for water treatment is affected, with supply issues stemming from naphtha shortages.
Japanese Prime Minister Sanae Takaichi addressed the situation on April 27, stating that while no supplementary budget is planned, the government is working to diversify naphtha supply and urged citizens not to panic-buy related products.
For now, the influx of Japanese and Chinese tourists into Korea—and the creative efforts by Korean retailers to seize the moment—offers a bright spot amid global uncertainty. The hope is that these cross-border campaigns will not only boost sales in the short term but also foster lasting cultural and economic ties between Korea and its neighbors.
As travelers flock to Seoul’s shopping streets and Korean brands welcome them with open arms, the Golden Week of 2026 stands as a testament to both the resilience and adaptability of the region’s tourism and retail industries—no matter what challenges the world may throw their way.