▲ This Yonhap file photo, taken on Feb. 11, 2026, shows a local cosmetics retail store in Seoul. (Yonhap)

 

SEOUL, Aug. 3 (Yonhap) -- South Korea's overseas direct online sales jumped more than 38 percent in the second quarter on the back of the global popularity of K-culture, while overseas direct purchases declined for the first time in 14 quarters, government data showed Monday.

 

Online shopping transactions in June also reached a record high for the month, driven by Samsung Electronics Co.'s promotional sales and increased purchases of imported electric vehicles.

 

According to the "June 2026 Online Shopping Trends" report released by the National Data Agency, overseas direct online sales totaled 1.2032 trillion won (US$864 million) in the April-June period, up 38.7 percent from a year earlier.

 

It marked the highest second-quarter figure since 2021.

 

By destination, overseas direct sales rose 56.8 percent to the United States, 25.5 percent to China and 15.4 percent to Japan from a year earlier.

 

By product category, cosmetics accounted for the largest share at 745.8 billion won, followed by clothing and fashion-related products at 99.4 billion won and albums, videos and musical instruments at 82.6 billion won.

 

Sales of cosmetics rose 45.9 percent from a year earlier, while clothing and fashion-related products increased 14.8 percent and food products gained 24.8 percent.

 

A National Data Agency official said sales of K-pop merchandise, which are classified under the "others" category, also contributed to the overall increase in overseas direct sales.

 

Meanwhile, overseas direct purchases fell 2.7 percent on-year to 2.1166 trillion won.

 

It marked the first year-on-year decline since the fourth quarter of 2022, when overseas purchases edged down 0.2 percent, and the steepest decline since the government began compiling the data in 2014.

 

Purchases from Japan increased 33.8 percent from a year earlier, but those from China, the United States and the Association of Southeast Asian Nations (ASEAN) fell 5.7 percent, 6.6 percent and 33.3 percent, respectively.

 

The official said growth in overseas direct purchases had been slowing steadily and was further dampened recently by factors including the weak won.

 

Total online shopping transactions in June rose 10.7 percent from a year earlier to 24.6067 trillion won, the highest amount ever recorded for the month.

 

By product category, transactions involving mobile communication devices surged 144.4 percent on-year, supported by Samsung Electronics' promotional campaign offering refunds through Onnuri gift certificates and demand for the latest iPhone models.

 

Computer and peripheral equipment sales climbed 26.9 percent, while home appliances and electronic products rose 11.9 percent, also benefiting from Samsung's promotional events.

 

Online transactions involving automobiles and automotive products jumped 56.8 percent, driven by growing demand for imported electric vehicles, including Tesla models, which are primarily purchased online.

 

The official added that the temporary cut in the individual consumption tax, which ended in late June, had some impact, but online automobile sales had been on a steady upward trend over the past year.

 

jwc@yna.co.kr

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