Ramen, influencers, and everything in between: A look inside South Korea's convenience store culture

Picture this: you need to pick up a parcel, recharge your metro card, grab a quick bite, and withdraw cash.

In most places, you'd likely need to visit the post office, subway station, restaurant, and ATM separately. But in South Korea, all of this—and more—can be done at your local convenience store, and it’s likely just around the corner.

South Korea has firmly established itself as the global leader in convenience stores, both online and offline, with social media influencers and tourists joining locals in flocking to an ever-growing number of stores across the country.

By the close of last year, over 55,200 convenience stores dotted the nation of 52 million people, according to the Korea Convenience Store Industry Association—roughly one store for every 950 residents.

South Korea now has more convenience stores than the total number of McDonald's outlets worldwide, giving it the highest per capita store density, surpassing Japan and Taiwan, both known for their extensive and versatile convenience store networks.

"The convenience store sector in South Korea is remarkable for its density and innovative approaches," said Chang Woo-cheol, a professor of tourism and food service at Kwangwoon University in Seoul.

"They’ve become an indispensable retail channel, holding the second-largest share of offline retail sales in the country," he added.

This contrasts sharply with countries like the United States, where convenience stores are typically found at gas stations or strip malls and are rarely in residential neighborhoods, often due to zoning regulations. In bustling South Korean cities like Seoul, convenience stores are ubiquitous, with several competing brands often sharing the same street.

"Convenience stores operate 24/7 and are integral to our fast-paced lives," Chang continued, describing South Korea's convenience store industry as a "global success story."

All-in-one convenience hubs

A few key features distinguish South Korean convenience stores from the rest.

To begin with, they serve as all-in-one hubs, providing everything from food and beverages to household items and services. Customers can charge their phones, pay utility bills, withdraw cash, place online orders, receive deliveries, and at some locations, even charge electric scooters, exchange foreign currency, and send international mail.

"Korean convenience stores are not just places to sit around a table amidst beer cans on a late summer evening, but also vital service hubs," said Deloitte Korea in a 2020 report, referring to the country's stores as "treating customers to unparalleled convenience."

Then there’s the food selection—ranging from instant miso soup to cup noodles in every flavor imaginable, as well as snacks like kimbap and onigiri, and ready-to-eat meal kits.

Add to that in-store seating, microwaves, and hot water dispensers, and these stores have become essential spots for office workers grabbing a quick lunch, partygoers seeking a late-night snack, and students refueling before long study sessions.

The demand for convenience stores has skyrocketed as South Korea has urbanized, according to Chang, the hospitality professor. Over 80% of the population now resides in urban areas, with many people moving from rural regions to the fast-paced cities.

Another factor contributing to the surge is changing demographics. With fewer South Koreans getting married or starting families, there has been a rise in single-person households, many of which are on tighter budgets due to the economic challenges faced by younger generations.

By 2021, approximately 35% of South Korean households were single-person, according to a McKinsey report published last March. Unlike couples or larger families who may prefer cooking at home and shopping in bulk, solo residents tend to favor the affordability and convenience of stores or online ordering.

The Covid-19 pandemic further fueled this shift, with people increasingly opting to shop online or quickly pick up necessities from nearby stores, the report added.

Companies have seized this growing demand by strategically placing stores within existing businesses or entertainment venues. For example, in Seoul, convenience stores can be found inside karaoke bars and the city's arts center, according to the Deloitte report.

The rise of social media influence

These convenience stores are not only popular in real life but are also gaining a massive following on social media, embodying the global cultural phenomenon known as the "Korean wave."

In the last two decades, South Korean exports have taken the world by storm, from K-pop and Korean TV shows to beauty products, fashion, and food. Recently, the global craze has turned its attention to the country's convenience stores.

A quick search on YouTube, TikTok, or Instagram reveals a flood of videos focused on Korean convenience stores. Influencers showcase in-store ramen stations, review snacks and drinks, or follow trends like spending an entire day eating only convenience store food.

These videos have proven to be a highly successful strategy for content creators.

Jiny Maeng, a content creator based in Australia but originally from South Korea, started making videos about convenience stores after noticing similar clips going viral. Her videos have become her most popular content, with her top three YouTube videos accumulating 76 million views, along with millions more on TikTok and Instagram.

"Korea became a trend in itself on social media," she said. "I think that’s why convenience stores are so popular—people now dream of visiting Korea, and seeing these videos go viral online is a really cool experience for me as a Korean."

One reason audiences enjoy her videos is the sensory satisfaction of watching Maeng showcase convenience store products, such as the sound of packaging being ripped open or the clink of plastic ice cups being filled with drinks.

But they also gained popularity with her Australian and American viewers because of the novelty, Maeng explained. For those accustomed to more basic Western-style stores, the idea of buying, cooking, and eating instant ramen noodles at a convenience store is "mind-blowing."

She pointed to businesses in Sydney, where she lives, as an example. Many cafes and other shops close by 3 p.m.—an early closing time compared to Korea. While Australia has 7-Eleven stores, much like the US, they are typically attached to gas stations and offer a limited selection of processed foods like meat pies, sandwiches, donuts, and slushies.

Chang, the professor, stated that online videos have significantly contributed to the rising popularity of convenience stores in Korea. "It’s the combination of their unique appeal and the effective use of social media marketing that has driven their success," he explained.

In fact, Korean convenience store brands have become so successful that they are now expanding internationally. Three of the biggest names—CU, GS25, and Emart24—have opened stores in parts of Southeast Asia, including Vietnam and Malaysia, according to Chang.

He encouraged the industry to continue expanding by capitalizing on social media and "the influence of the Korean wave," adding, "We will need to put in more effort to stay competitive on a global scale."

However, the online strategy may face some challenges, as the internet has become flooded with videos about Korean convenience stores, leading to a drop in audience interest, Maeng noted. Her latest videos on the subject haven't garnered as many views as her earlier ones.

Nevertheless, when she next visits South Korea, Maeng said she will "definitely" visit a convenience store and record more content.

"There are always ways to take advantage of the trend and make it your own," she said. "Maybe there's a new angle I can use with convenience stores in my videos to connect with my audience even more."