A new trend is reshaping tourism in Seoul: the "bullet trip." Rather than settling in for an extended vacation, a growing wave of Japanese travelers is landing in Korea for condensed itineraries packed with skin care treatments, late-night fashion runs and street food. Data released by the Seoul Metropolitan Government shows Japanese tourists averaged a 3.5-day stay last year — far shorter than visitors from China or Taiwan, who averaged roughly six days. Yet, their repeat visit rate stood at an impressive 71 percent. Driven largely by women in their 20s and 30s, who accounted for over a third of all Japanese arrivals to Korea, these travelers choose frequent, targeted getaways over drawn-out sightseeing. Industry analysts point to Seoul’s unique density as the main draw. Within a single neighborhood like Myeong-dong or Dongdaemun, visitors can move effortlessly between K-beauty clinics, traditional markets and late-night shopping malls. According to city consumption data from early 2026, medical and wellness services — including dermatology, body scrubs and semi-permanent makeup