From K-pop to K-glow: lasers, facial firming drive South Korea’s new tourism wave

South Korea is experiencing a surge in tourism driven by its burgeoning beauty industry, attracting millions of enthusiasts like Maria Zu from Mexico. What once was a trip for cafes and parks has transformed into a quest for cosmetic enhancements, with visitors like Zu spending significant time in Seoul's numerous skincare clinics undergoing treatments such as red light therapy, Botox, and ultrasound skin lifting.

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We feel safe coming to this country for our faces.

This shift is dramatically impacting the economy, as the number of foreign patients seeking medical treatments, particularly non-invasive beauty procedures, has nearly doubled since 2024. According to Hong Seung-wook, director of global healthcare business at the Korea Health Industry Development Institute, foreign patients now spend more on medical services than on general tourism in Korea. Health authorities aim to sustain this momentum by promoting anti-aging treatments to a growing middle-aged demographic.

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The growth of foreign patients is outpacing that of foreign tourists.

The allure of South Korea's beauty sector lies in a combination of factors. Visitors cite competitive pricing, with treatments sometimes costing up to a fifth less than in their home countries. Furthermore, South Korea's advanced expertise in beauty techniques offers technologies and procedures often years ahead of Western counterparts. Many clinics also employ multilingual coordinators, easing communication barriers for international clients. Hashtags like “#koreaglowup” are popular on social media, reflecting the growing trend of seeking what is often termed “K-glow.”

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We now see foreign tourists spend more on medical services than on tourism in Korea.