!["Thank You BTS"... As Tourists Flock In, Retail and Cosmetics Stocks Soar [Jupjup Report] - Seoul Economic Daily Finance News from South Korea](https://wimg.sedaily.com/news/cms/2026/03/21/news-p.v1.20260320.b756b21a3fd544a4b234c617cf567f30_P1.jpg "BTS Comeback Lifts Retail, Cosmetics Stocks on Tourism Hopes")
Retail and K-beauty stocks are rallying as BTS prepares its highly anticipated comeback, with investors betting that an influx of tourists will boost consumer spending.
According to the Korea Exchange on the 21st, Hyundai Department Store shares closed at 91,800 won, up 5,800 won (6.74%) from the previous trading day. Lotte Shopping (+5.58%) and Hotel Shilla (+2.77%) also posted gains, while convenience store operators BGF Retail (+2.90%) and GS Retail (+2.51%) outpaced the broader index.
An estimated 260,000 people are expected to gather for the BTS concert at Gwanghwamun that day. The domestic retail industry anticipates benefiting from the surge in foreign tourists.
"Many foreigners are expected to visit Korea to attend the BTS concert, and nearby hotels and department stores are increasingly hopeful about the special demand from foreign tourists," said Yoo Jung-hyun, an analyst at Daishin Securities.
As foreign visitors to Korea increase, their impact on domestic consumption is expected to grow. Last year, foreigners spent a record 20 trillion won (approximately $14.1 billion) on credit cards in Korea, accounting for 3.0% of the nation's total retail sales of 655 trillion won. Yoo recommended Shinsegae as the top beneficiary among department stores, along with Hyundai Department Store and Lotte Shopping.
Cosmax closed at 196,100 won, up 9.43% from the previous session. Kolmar Korea rose 9.89% to 76,700 won, Amorepacific gained 4.53% to 140,800 won, and LG Household & Health Care climbed 5.14% to 255,500 won.
"BTS is resuming full-scale activities, starting with the release of 'ARIRANG' on the 20th, followed by a comeback live event at Gwanghwamun on the 21st and a world tour in April," said Kang Jin-hyuk, an analyst at Shinhan Investment Corp. "Attention is on whether Hybe's stock will recover to its previous high, and expectations are growing for improved earnings at hotels, cosmetics firms and other related sectors as tourists extend their stays."
