Daiso: A Must-Visit for Your Korea Trip – The 'National Store' That Shapes Korean Daily Life

If you had to choose one of the most Korean places on a trip to Korea, it might surprisingly be Daiso, not a palace or a department store. Daiso started in 1997 as Korea's first uniform-price household goods store, and in 2023, it further clarified its identity as a 'native Korean national store' by purchasing all shares from its Japanese shareholders. Now, it is a huge lifestyle platform with over 1,500 stores nationwide, and recently, it has established itself as a mecca for the MZ generation.

What's interesting is that Daiso is increasingly known among foreign travelers as a 'must-visit place in Korea.' The Korea Tourism Organization's VisitKorea separately introduced a 2025 Daiso Bestseller Guide, and in overseas communities, there's even a joke that you can fill your shopping cart to the brim and still only spend around 10,000 won. Daiso is no longer just a low-cost store; it has become a space where you can most easily experience Korea's daily life and culture. The keyword 'K-beauty' is also hidden within it.

Introducing Daiso's 2025 Bestsellers

The Growth of Daiso

To understand the background of Daiso's growth, one misconception must first be cleared. Daiso's success is not 'just because it's cheap.' Daiso's emphasized standards are clear: prices must be surprisingly low, but quality must be much better than expected. Daiso prioritizes providing the best value to customers by offering three things: reasonable prices based on a uniform pricing system, convenient accessibility, and reliable quality. Daiso is not simply a company that sells cheap goods, but rather a company that has systematized both low prices and a certain level of quality simultaneously.

Daiso's 2024 revenue was 3.9689 trillion won, and operating profit was 371.1 billion won, increasing by 14.7% and 41.8% respectively compared to the previous year. The company directly attributes its growth to the expansion of demand for cost-effective products amidst high inflation, the popularity of seasonal and series strategic products, and cost reduction through economies of scale. Daiso has become the first brand consumers look for even amidst economic instability.

What Daiso Means to Koreans

So why do Koreans go to Daiso so often? The reason is very simple and practical. Daiso truly has everything: home decor, bathroom supplies, kitchenware, storage items, cleaning tools, stationery, snacks, pet supplies, electronics, travel items, and more. Recently, it has gained great popularity with cosmetics and health functional foods. Six uniform prices (500 won, 1,000 won, 1,500 won, 2,000 won, 3,000 won, 5,000 won) are maintained, and the price ceiling for items sold is 5,000 won. Daiso attracts customers with reasonable prices due to low product costs from cost reduction, along with convenient accessibility and good quality. For Koreans, Daiso is not only a place for shopping but also a place to solve immediate problems quickly and affordably.

However, practicality is not the only reason for Daiso's popularity. Daiso always presents new aspects. Daiso enhances the vibrancy and diversity of its stores with seasonal themed products and character collaboration products. On its official website and YouTube channel, it introduces curations such as 'New School Year Beauty New Arrivals,' 'Beauty Week,' 'Household Bargain Sale,' and 'Return of Viral Items.' For Koreans, Daiso is a daily necessities store and, at the same time, a place to experience small, affordable trends most quickly.

Daiso's K-Beauty

In Korea, Daiso is no longer just a simple household goods store. Especially recently, the core category that makes people look at Daiso anew is K-beauty. Daiso has rapidly expanded its range of affordable cosmetics and beauty accessories, establishing itself as one of the most accessible entry channels for K-beauty among Korean consumers. It's clear that beauty has risen from a supplementary category to a core category driving customer influx.

The biggest competitive advantage of Daiso K-beauty seems clear: there are almost no entry barriers. Within Daiso's uniform pricing structure, you can try a variety of products affordably, from cleansing and mask packs to base makeup and beauty accessories, without burden. This is also an attractive factor for travelers, establishing it as a representative channel where they can easily purchase various Korean beauty items.

Daiso's sales of basic and color cosmetics increased by 85% in 2023 compared to the previous year, and at that time, it had already expanded to over 26 brands and 260 types. For foreigners, the representative K-beauty entry course that is easily accessible at low prices has become Daiso, not the drugstores in Myeongdong or the streets of Hongdae. Daiso is now transforming from a place 'to go because it's cheap' to a place 'to go because you're curious about popular products.'

A recent characteristic of Daiso K-beauty is that it's not just simple low-cost products, but rather it quickly absorbs well-known brands or ingredient trends in the market. Seeing it offer high-efficacy products for skin care, such as 'Needle Shot' and 'Madeca Cream,' at groundbreaking prices, causing SNS buzz and sell-out frenzies, shows that Daiso has begun to function like a microcosm of Korean beauty trends. Recently, it has also collaborated with various brands, offering the attractive point of providing professional makeup experiences at prices under 5,000 won.

Now a Must-Visit for Foreign Travelers!

For foreign travelers, Daiso has become an even more interesting place. This is because it's close to a place that solves small problems that arise during travel for foreigners. You can buy travel essentials like multi-adapters, portable luggage scales, and chargers, and also browse small-sized K-beauty products, cute character stationery, and practical organizing items all at once. In that sense, Daiso is both a tourist attraction and a space for experiencing daily life and culture, where you can easily experience Korea's daily necessities at a low cost. Daiso is now a space where foreign travelers can most easily and enjoyably experience Korea's practical consumption culture and trends.

Another special reason for foreigners is that it aligns well with 'souvenir shopping.' Recently, foreign customers have shown a tendency to purchase cosmetics, snacks, and fancy goods in bulk. Indeed, Daiso has many small items at affordable prices, making it great for buying multiple gifts for friends or souvenirs for colleagues. It offers a completely different kind of enjoyment than expensive luxury shopping.

For first-time travelers, large stores with good accessibility, such as those in Myeongdong or Hongdae, are particularly convenient. Daiso Myeongdong Main Branch has 12 floors, and Hongdae Branch 2 has 7 floors, boasting large-scale stores. Additionally, many stores offer tax refunds. Daiso is suitable for filling up on forgotten items on the first day of your trip, and for lightly picking up everyday Korean souvenirs on the last day of your trip.

Conclusion

Daiso's success stems from accurately understanding the daily lives of Koreans. Low prices through logistics innovation, quality beyond expectations for the price, and planning ability to continuously create novelty with seasonal and character products have combined to make Daiso grow into a lifestyle platform for Koreans.

Daiso, a space where you can experience Korea's current consumption culture most lightly and enjoyably, is also becoming an attractive tourist spot for foreigners. In that sense, Daiso is not just a general store, but a small cultural space that most vividly shows Korea today.