The article discusses the changing trends in Chinese tourism and its impact on the South Korean tourism and retail sectors. Traditionally, South Korea has relied heavily on Chinese tourists, particularly those traveling in tour groups, known for their significant spending. However, the lifting of China’s travel ban on group tours in August did not result in the expected surge in Chinese visitors. Experts attribute this to a shift in Chinese travel preferences, particularly among the younger generation, towards individual trips that focus on experiencing Korean culture rather than shopping and sightseeing. This shift has led to a decline in the performance of Korean duty-free and cosmetics industries, which previously relied on business from Chinese tour groups. Additionally, Korean beauty companies have experienced declining sales as Chinese consumers no longer find K-beauty products as attractive as before. Experts suggest that Korean businesses need to reshape their strategies and reduce their dependence on Chinese travelers, diversifying their targets to other countries such as the US, Europe, and Japan.