Seoul shares rises 0.3 pct on chip, retail counters

* KOSPI lifted by institutional, retail buying

* Banks' losses weigh; chip, retail shares lend support

* LG Household rallies after FACESHOP purchase

By Jungyoun Park

SEOUL, Nov 25 - Seoul shares ended 0.3 percent higher after choppy trade on Wednesday, with gains in retail and memory chip issues lending support while losses in banking stocks such as KB Financial Group <105560.KS> weighed.

Analysts said weaker-than-expected domestic and U.S. data dampened already fragile market sentiment, while caution prevailed as investors eyed U.S. holiday shopping activity.

"Trade is pretty thin, and markets currently lack upward momentum. Investors are keenly following U.S. consumption patterns," said Choi Kwang-hyuck, a market analyst at Hanwha Securities.

"Black Friday shopping activity will be of much interest to investors, though according to market talk numbers may come out disappointing," Choi added.

Some corrections may be ahead that could bring the main index to the low-1,500 point level, according to Kwak Byoung-ryoul, a market analyst at Eugene Investment & Securities.

The Korea Composite Stock Price Index <.KS11> finished 5.46 points higher at 1,611.88 points.

Retail issues rose following recent losses, with Lotte Shopping Co <023530.KS>, South Korea's No.2 retailer by market value, advancing 2.29 percent, and Hyundai Department Store <069960.KS> gaining 4.0 percent.

"It's positive that weaker-than-expected consumer sentiment data yesterday did not dampen appetite for retailers. Their fourth quarter earnings will be strong, especially given comparatively weaker results a year ago," said Kim Min-ah, an analyst at Daewoo Securities.

Gains in the U.S. semiconductor index <.SOXX> boosted memory chip issues.

Samsung Electronics <005930.KS> ended up 0.94 percent, helped further after the world's No.1 maker of memory chips said late on Wednesday market speculation that it may bid for German chipmaker Infineon <IFXGn.DE> was untrue. [ID:nSEO354640]

Hynix Semiconductor <000660.KS>, the world's No.2, gained 2.15 percent.

But financials were lower amid fragile sentiment and a cautious outlook on the sector.

KB Financial Group declined 1.75 percent and Hana Financial Group <086790.KS> lost 1.74 percent.

"Woori Finance shares sold in a block deal yesterday offered investors opportunities buy them at a discount, and as investors picked up more Woori shares, they may be cutting down their holdings in other banks to balance their portfolios," said Choi Chung-uk, an analyst at Daishin Securities.

LG Household <051900.KS> rallied 5.2 percent to 283,000 won after the company said late Tuesday that it had bought 90 percent of THEFACESHOP, a low-price cosmetics maker, for 420 billion won , including a 70.2 percent stake held by Asian private equity house Affinity Equity Partners. [ID:nSEO264068]

"The pricing and expected business synergy from this deal are very good," said Ha Tae-ki, an analyst at SK Securities, adding that he saw LG Household's six-month target price at 300,000 won.