Travelers take a shine to Korean beauty, wellness tourism
A viral YouTube video featuring Japanese K-pop idol Minami and her former calligraphy teacher highlighted a growing reason why many foreign tourists visit South Korea. During their reunion, the teacher mentioned she had just returned from Seoul after receiving a cosmetic treatment, showing how beauty services have become a major travel attraction.
K-beauty tourism has expanded beyond buying cosmetics. Today, many visitors travel to Korea for dermatology treatments, scalp care, personal color consultations, pharmacies, and wellness programs. Social media platforms like YouTube, Instagram, and TikTok have helped make these services popular around the world.
Government data shows that foreign tourists are spending more than ever on beauty and wellness. In May, overseas visitors spent over 2 trillion won in Korea using credit cards. Spending at skincare clinics, massage businesses, dermatology clinics, and pharmacies increased dramatically compared with the previous year.
Tourists are also changing how they shop. Instead of focusing only on luxury brands, many now buy everyday Korean products such as acne medicine, scar creams, nutritional supplements, and skincare products. Beauty tourism is also spreading beyond Seoul to cities like Busan and Jeju.
To support this trend, the Korean government launched the 2026 Korea Beauty Festival, where visitors can enjoy makeup, hairstyling, personal color analysis, and other beauty experiences. Officials hope these programs will encourage tourists to stay longer, spend more, and explore different regions of Korea.
Edited using generative AI tools.
Source : https://www.koreatimes.co.kr/lifestyle/trends/20260702/travelers-take-a-shine-to-korean-beauty-wellness-tourism |
