反向海淘兴起，外国游客的"中国购物清单"不断扩展

外国游客来华购物形成新的消费热潮。2026年上半年入境外国人达2291.4万人次，同比增长20.4%，其中免签入境外国人1781.5万人次，占77.7%，同比增长30.6%1。这一增长势头中，韩国游客的参与尤为显著，2025年约有316万韩国游客赴华，同比增长36.9%1。外国游客在华的消费活跃度随之上升，2026年1月至4月，外国游客在华微信支付交易量同比增长近80%1。

中国无人机、潮玩和汽车等产品成为外国游客的购物重点。在深圳华强北大疆门店，外国顾客约占店客流的一半1。潮玩品牌泡泡玛特已在新加坡开出首家海外主题烘焙店，并计划向东南亚、欧洲和美国拓展1。这一现象反映出海外消费者对中国制造的认识从"物美价廉"升级到品牌与技术认可，形成基于质量、技术和文化价值的综合竞争力。

支付便利和退税政策进一步促进了这一消费趋势。美联社5月报道，腾讯计划让美国PayPal用户通过微信支付完成二维码付款1。商务部等6部门今年5月发布通知，自7月1日起推行"即买即退"服务和异地互认1。这些措施为外国游客的购物体验创造了更加便捷的条件。

A growing wave of international travelers is coming to China specifically to purchase homegrown brands, reshaping consumer patterns and boosting demand for Chinese-made goods. In the first half of 2026, China welcomed 22.914 million foreign visitors, representing a 20.4 percent year-on-year increase, with 17.815 million entering through visa-free programs—a surge of 30.6 percent and accounting for 77.7 percent of all foreign arrivals 1. Among these visitors, South Korean tourists showed particularly strong interest, with approximately 3.16 million traveling to China in 2025, up 36.9 percent from the previous year 1.

The trend reflects a fundamental shift in how overseas consumers perceive Chinese brands. Drones, collectible toys, vehicles, and consumer electronics have become staple items on foreign shoppers' purchasing lists, moving beyond traditional perceptions of "cheap and cheerful" toward recognition of quality, technology, and cultural value 1. In Shenzhen's Huaqiangbei technology district, foreign customers account for roughly half of foot traffic at local drone retailers 1. Mobile payment adoption has accelerated this momentum significantly; foreign visitors' WeChat Pay transaction volumes in China surged nearly 80 percent between January and April 2026 1. Meanwhile, Pop Mart, a Chinese collectibles brand, has begun international expansion by opening its first overseas-themed bakery in Singapore and plans to extend operations into Southeast Asia, Europe, and the United States 1.

Government support has further facilitated these shopping trends. In May of this year, six government departments including the Ministry of Commerce announced new measures effective July 1, introducing an "instant refund" service for qualifying purchases and establishing mutual recognition of refunds across regions 1. International payment partnerships are also being developed to streamline transactions; PayPal announced plans to enable American users to complete QR code payments through WeChat Pay 1.