“The 20s age group has shown remarkable growth in the last eight years: from 3.1% [of sales] in 2009 to 35.9% in 2016,” The Shilla Duty Free said. Most Chinese customers at South Korean duty free shops are in their 20 's to 30 's according to the latest retail figures , highlighting a shift from the previous reliance on middle - aged Chinese customers . The rise in younger visitors could be attributed to their increasing attraction to South Korea 's pop and drama culture as well as the travel options on offer . Shilla Duty Free in the 20 - 30 age group accounted for 60 % of Chinese customers at its flagship duty free store in Seoul in the first nine months of 2016 , whilst Chinese customers in their 40 and 50s made up just 21.7 % of the total .
Most Chinese customers at South Korean duty free shops are in their 20 's to 30 's according to the latest retail figures , highlighting a shift from the previous reliance on middle - aged Chinese customers . The rise in younger visitors could be attributed to their increasing attraction to South Korea 's pop and drama culture as well as the travel options on offer . Shilla Duty Free in the 20 - 30 age group accounted for 60 % of Chinese customers at its flagship duty free store in Seoul in the first nine months of 2016 , whilst Chinese customers in their 40 and 50s made up just 21.7 % of the total .