Japan Ranks 3rd! Which Country's Tourists Love Visiting Taipei 101 the Most? One Nation Takes the Top Spot — Popular Not Just Among Youth, But Also for Teppanyaki

Taipei 101 has long been a must-visit destination for foreign tourists coming to Taiwan. Recent observations show that the composition of international visitors has changed post-pandemic, with South Korean tourists now topping the list, followed by visitors from Europe and America, and Japanese tourists ranking third. South Korean visitors account for approximately 30% of all foreign tourists. Industry analysts point out that many Korean celebrities and groups enjoy traveling to Taiwan, fueling a travel trend among younger generations. In addition to geographical proximity, the appeal lies in experiencing a different culture. Moreover, in recent years, the Korean pop-culture term 'Taiwan Sensibility' has become a trend among young people in Korea through various social media platforms, further boosted by Taiwan's attractive cuisine, leading to a continuous rise in South Korean visitors.

Taipei 101 reports that while Northeast Asian visitors dominated pre-pandemic, there has been a significant increase in European and American travelers over the past two years, whether for tourism, business, or research purposes. American tourists are the largest group among Western visitors. This is believed to be linked to Taiwan's overall industrial and economic development, which has strengthened business exchanges. However, due to international conflicts, tariffs, and rising airfare costs in the first half of 2026, travel expenses for people worldwide are increasing, leaving room for further growth in inbound tourism to Taiwan.

Although the number of South Korean tourists exceeds that of Western countries, Western visitors demonstrate even stronger spending power. According to gift shop sales data at Taipei 101, the average spending per Western tourist is higher than that of other nationalities. In addition to souvenirs, they prefer high-end items such as Taipei 101 commemorative merchandise. This spending behavior makes Western tourists and local Taiwanese consumers the two highest-spending customer groups within the mall. While some Southeast Asian tourists also purchase high-priced items, their overall spending remains focused on small souvenirs.

Taipei 101 notes that consumer spending this year is stronger than in previous years, with a clear increase in sales of high-value goods (over NT$3 million), driving overall mall revenue up by about 20%. Last year, Taipei 101 achieved its highest annual performance since opening, and the first half of this year has already outperformed the same period last year. As a result, the company is confident that its full-year performance will break records once again.

What surprised Taipei 101 the most is that South Korean tourists particularly love 'teppanyaki.' Operators joked that this might defy many people's expectations. Compared to Korean teppanyaki, Taiwan's version is not only more affordable but also features unique local styles developed by many restaurants, making it a must-eat dish for many South Korean visitors. For example, 'Kai Lin Teppanyaki' in the 101 food court is especially popular among Korean guests.

Responsible Editor / Li Yiqing