Korea's inbound tourism is booming, with the country on track to welcome a record 23 million foreign visitors this year after arrivals surpassed 10 million in June. Yet today's visitors are spending differently. Beyond traditional sightseeing, they are increasingly traveling to Korea for K-pop concerts, beauty shopping at Olive Young, bargain hunting at Daiso and convenience store snacks. As more travelers opt for independent travel over package tours, companies are redesigning payment products around the changing habits of foreign visitors. Woori Bank, travel platform NOL Universe and fintech company Kona I are among the latest to respond to that shift. The three companies jointly launched the NOL World Card in May, combining transportation, payments and tourism-related benefits into a single prepaid service for overseas visitors. During a recent interview with The Korea Times, officials who led the project said the goal was to create a product that simplifies the entire travel experience rather than merely offering another payment option. "We don't see it as simply a payment card," said