# Korean Outdoor Brands See Sales Surge as Foreign Tourists Take Up Hiking

- URL: https://hallyu-brief.vercel.app/en/news/korean-outdoor-brands-surge-foreign-hikers-fall-2026-87a13b
- Published: 2026-10-16T11:04:21.241Z
- Publisher: Hallyu Brief

> Credit card spending at The North Face White Label rose 111% in September from a year earlier, according to data from Aicel, as foreign tourists turn to hiking in Korea.

## Key points

1. Credit card spending at The North Face White Label rose 525% in August year over year.
2. The brand is sold only in Korea, so many foreign visitors buy it as a souvenir.
3. Foreign national park visitors reached 2.05 million last year, up 132%.

## What is driving the sales jump?

Sales of Korean outdoor apparel are climbing ahead of the autumn foliage peak. According to the data platform Aicel, card spending at The North Face White Label in September rose 111% from a year earlier on a department store basis. Growth hit 525% in August, and apart from March, every month this year has shown double-digit gains.

## What is The North Face White Label?

Launched in 2011, the line was the first casual range from a Korean outdoor brand, designed to attract people in their 10s and 20s rather than the 40s and 50s who make up most of the outdoor market. Aggressive marketing, including sponsorship of the street dance show Street Woman Fighter, has helped it win over Gen Z.

## Why are foreign tourists buying it?

The White Label line is exclusive to Korea and cannot be bought overseas. That has made it a must-buy item on many visitors' Korea shopping lists. On October 7, operator Youngwon Outdoor opened a second flagship store in Myeongdong, Seoul, stocked entirely with White Label products.

## Are other brands seeing the same boom?

Yes. Kolon Sport's Myeongdong flagship, opened earlier this year, is now a hub for global customers, with Kolon FnC saying 98% of its foreign visitors are Chinese. September card spending at Kolon Sport rose 16%, while Arc'teryx rose about 50% and Patagonia 45%.

## How big is the hiking boom?

National parks drew more than 46 million visitors in 2013 and 2014, but the COVID-19 pandemic cut hiking numbers and hurt brands like K2, Nepa and Blackyak. Visitors recovered to 40.66 million in 2024 and reached 43.31 million last year, up 6.5%. Foreign visitors more than doubled, from 890,000 in 2024 to 2.05 million last year. The Korea Tourism Organization and the Korea National Park Service aim to reach 3 million foreign visitors by 2028 and are developing trekking products.

## For international fans

If you are visiting Korea, Myeongdong is a central shopping area for outdoor brands, and the North Face White Label is sold only in Korea. Trekking tours are also expanding as part of national efforts to attract more international hikers.

## FAQ

### Can I buy The North Face White Label outside Korea?

No. The line is sold only in Korea and cannot be purchased directly from overseas, which is why many foreign visitors buy it during their trip.

### Where is the new North Face White Label store?

Operator Youngwon Outdoor opened its second flagship store in Myeongdong, Seoul, on October 7, stocked entirely with White Label products.

## Sources

- [한국경제](https://www.hankyung.com/article/202610155103i)

_Written and translated with AI from official announcements and Korean media reports. If something is wrong, please let us know._