Seoul shares rise 0.9 pct on foreign buying, techs

* KOSPI gains for second session

* Airlines, tour issues advance on rosy outlook

* iriver jumps on E-Book joint venture agreement

(Updates to close)

By Jungyoun Park

SEOUL, June 14 (Reuters) - Seoul shares ended up 0.9 percent on Monday as steady buying by foreign investors sustained upside momentum, with gains led by retail and technology issues including Samsung Electronics (005930.KS).

"We are seeing investors slowing regaining confidence thanks to a recent stronger than expected U.S. economic data. Robust foreign buying also comes as a positive sign," said Kim Cheol-joong, a market analyst at Korea Investment & Securities.

Analysts said the impact of South Korean government forex controls announced on Sunday was muted.

"The impact (of the controls seems) to be limited and not very visible in the stock market, probably because they had been anticipated for some time," said Lee Sun-yeb, a market analyst at Shinhan Investment Corporation.

The Korea Composite Stock Price Index .KS11 (KOSPI) finished up 0.91 percent at 1,690.60 points.

Foreign investors were buyers of a net 304 billion won ($244 million) worth of stocks, their second-biggest net daily purchase since late April.

Technology issues advanced after firm gains in the key U.S. semiconductor index .SOXX.

Samsung Electronics, the world's No.1 memory chip maker, rose 1.25 percent and Hynix Semiconductor (000660.KS) climbed 0.78 percent.

Shares in iriver (060570.KQ) jumped by the daily limit of 15 percent after the electronics firm said it had signed an agreement to set up a e-book joint venture with LG Display (034220.KS) in China.

iriver and LG Display will invest combined a $5 million into the joint venture, L&I Electronics Technology, with iriver controlling 49 percent and LG Display 51 percent.

Airlines and transport outperformed as the sectoral outlook continued to strengthen, helped by gains in the won KRW=.

Asiana Airlines (020560.KS) advanced 2.66 percent and Modetour (080160.KQ), a leading tour agency, gained 2.84 percent.

"Airlines' second-quarter earnings are expected to come out very strong. We saw overseas passenger numbers rise rapidly in May," said Yoo Duk-sang, an analyst at Dongbu Securities.

Retail issues also advanced, with Lotte Shopping (023530.KS) ending up 0.87 percent and Shinsegae Co Ltd (004170.KS) up 1.54 percent.

Shares in Daewoo Shipbuilding & Marine Engineering (042660.KS) advanced 2.41 percent after the world's No.2 shipyard said on Monday it had won a ship order worth 694.2 billion won from an unnamed European company.