SEOUL — For many foreign tourists visiting South Korea, a trip is no longer considered complete without a specific green shopping bag.

Originally introduced simply to carry cosmetics, a 3,000-won ($2.20 USD) large reusable shopping bag from health and beauty giant Olive Young has unexpectedly emerged as one of South Korea's trendiest travel souvenirs.

According to the retail industry, the large tarpaulin shopping bag launched by CJ Olive Young in January of last year recorded cumulative sales of 2.27 million units as of September. Priced at just 3,000 won, the bag has captured the hearts of global visitors.

From Shopping Aid to Iconic Travel Souvenir

The tarpaulin bag is crafted from lightweight yet durable material, featuring a spacious interior, a secure zipper, and both short and long straps for versatile carrying options. It has become a favorite among foreign tourists looking to pack cosmetics, clothing, and lifestyle items purchased during their trips. For travelers struggling with overflowing luggage near the end of their stay, the bag serves as an ideal carry-on companion.

Recently, social media and online communities have been flooded with photos of foreign tourists going through airport departure procedures while proudly carrying Olive Young bags. Viral posts have even shown airplane overhead storage bins lined up with identical green bags.

One Thai tourist took to social media to praise the bag’s ample capacity, dual-strap design, and zipper closure. However, noting how common the bag has become at airports, the traveler advised fellow tourists to customize their bags with ribbons or keychains to avoid mixing them up with others.

The phenomenon is closely tied to the explosive growth of K-beauty shopping among foreign visitors. Olive Young reported that cumulative offline purchases by foreign customers surpassed 1 trillion won ($730 million) between January and August of this year—reaching the milestone three months faster than the previous year. Foreign customers accounted for roughly 33% of Olive Young's total offline sales during this period, with iconic shopping hubs like Myeong-dong, Hongdae, and Seongsu bustling with tourists carrying the signature green bags.

The craze has even spilled overseas. In September, the Chinese secondhand trading platform Xianyu listed Olive Young tarpaulin bags for 29 to 36 yuan (approximately 5,900 to 7,300 won)—more than double their original retail price in South Korea. Consumers are treating not just the cosmetics inside, but the shopping bag itself, as a collectible item.

The Rise of "Goods Marketing" in Korean Retail

Capitalizing on the success of the tarpaulin bag, Olive Young is expanding its proprietary merchandise business. In March, the company launched 10 new brand goods, including daily tote bags, shoulder bags, and cosmetic pouches.

These items sold about 50,000 units domestically by late August, with foreign customers accounting for roughly 70% of total merchandise sales at domestic stores. Olive Young plans to expand sales of these goods from key Seoul districts to regional hubs like Busan and Jeju.

Other major Korean retailers are jumping on the reusable bag bandwagon.

Musinsa, a leading fashion platform, surpassed 270,000 cumulative sales with its reusable shopping bag launched in April.
Seven-Eleven Korea partnered with Sanrio to introduce "Hello Kitty K-Reusable Bags" in October, following previous character-themed reusable bags that surpassed 300,000 sales.
Paris Baguette teamed up with Major League Soccer club LAFC in June to release a limited-edition reusable bag, offering it for just 100 won to customers who purchased collaboration cakes.

Industry insiders attribute the soaring popularity of these bags to their affordability, high utility, and strong brand appeal. Travelers use them during their trips for shopping and repurpose them for grocery runs or daily outings back home. Furthermore, the distinctive logos and designs serve as a tangible reminder of their time in South Korea.

Experts note that consumption patterns among foreign tourists are shifting: shoppers are moving beyond buying individual cosmetic items or clothes to collecting the overall brand and shopping experience itself as a cherished memory of Korea.

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