Key facts
- North Korea's imports of massage equipment have surged 40-fold over the past decade.
- Shipments of treadmills to North Korea jumped over 600%.
- New luxury malls, beach resorts, and ski destinations are appearing across North Korea.
- The strategy aims to channel personal spending through state-controlled leisure and retail networks.
- North Korea's economy grew 3.5% in 2025, marking a third consecutive year above 3%.
- The Wonsan Kalma beach resort received over 300,000 domestic visitors in the latter half of 2025.
North Korea, a nation typically associated with austerity, is experiencing a surge in state-sanctioned leisure and retail activities, orchestrated by leader Kim Jong Un. This initiative involves increased imports of consumer goods like massage equipment, treadmills, pianos, and even bumper cars, alongside the development of luxury malls, beach resorts, and ski destinations. Analysts suggest this strategy aims to strengthen government control over commerce by channeling personal spending into state-managed networks, thereby generating new revenue streams and fostering domestic growth.
Trade statistics reveal a significant increase in imports, with massage equipment shipments rising 40-fold and treadmills jumping over 600% in the past decade. This consumption drive is evident in new establishments such as the Rangnang Aeguk Kumgang Service Complex luxury mall and the Hwasong Taedonggang Beer Restaurant in Pyongyang. The government is also expanding leisure complexes nationwide, including resorts, hotels, and ski areas.
This expansion of consumer avenues occurs despite heavy UN sanctions aimed at hindering North Korea's weapons program. The country's economy has shown resilience, growing 3.5% in 2025, marking the third consecutive year of growth above 3%, according to South Korean central bank data. The influx of cash is reportedly fueled by revenue streams including cryptocurrency heists, deployment of North Korean troops for Russia in Ukraine, and exports of coal and minerals.
Experts like Ruediger Frank, a professor at the University of Vienna, note that this consumption push addresses a growing middle class with accumulated savings and nowhere to spend them, reducing frustration and channeling money away from essential goods. The development of state-controlled commercial infrastructure is also seen as a strategy to compete with and eventually undermine informal markets that flourished after the 1990s famine.