K-glow: Beauty treatments drive a new boom for South Korea

Added: 2026-05-30

[00:00:00]For American social media video editor Cindy Goo, a journey to South Korea started with K-pop and led her all the way to a skin care clinic in Seoul.

[00:00:10]>> Yes, so I started from K-pop the music, then I started going to dramas, then variety shows, then the culture and the food, and then to beauty treatments. So it kind of like slowly [music] linked everything else and even to me coming here.

[00:00:24]>> From global acts like Blackpink to hit dramas and viral trends, South Korea's cultural influence is now helping drive a different kind of tourism focused on beauty.

[00:00:34]A growing number of foreign visitors are traveling here not just for sightseeing, but for skin care and aesthetic treatments, part of the country's booming K-beauty industry.

[00:00:45]During her visit, Goo chose a non-invasive laser procedure at a clinic in Seoul's upscale Gangnam district.

[00:00:52]>> I like that it is there's a variety of K-beauty treatments in general that are not even offered in the US and that it is like two or three times cheaper here than the US.

[00:01:02]>> Clinics say lower prices, advanced techniques, and multilingual services are attracting international clients, many of whom schedule multiple procedures in a single trip. Dubai-based Mexican consultant Maria Zoo first visited Seoul almost a decade ago for its cafes and parks.

[00:01:21]But on her latest trip, she spent much of her time in skin care clinics.

[00:01:25]>> I just think Korea is doing a really great job in many areas, not only in skin care, but it shows as a community that you guys work really hard, but we feel safe coming to this country for our face, you know? It's not We're not going to put our beauty just in any hands. It has to be in the best hands, so >> Industry professionals point to both affordability and expertise as key drivers.

[00:01:47]Lee Sae-rin is director of aesthetic dermatology at a clinic in Gangnam.

[00:01:52]Korean doctors' technical expertise is markedly superior compared to many other countries.

[00:01:58]When they receive procedures in Korea, the results and effectiveness are noticeably different from what they experience in the US or Japan.

[00:02:07]So while Korea has price competitiveness, I believe it is also highly competitive in terms of medical technique and expertise.

[00:02:15]>> South Korea's long been known for plastic surgery, but demand is shifting toward less invasive treatments, including laser therapy, Botox, and ultrasound skin lifting.

[00:02:26]Last year, more than 2 million foreign patients visited South Korea for medical treatment, nearly double the number recorded a decade ago. That's according to South Korea's Health Ministry.

[00:02:37]Analysts like Kim Ji Young at Shinhan Bank Securities say the trend reflects a broader shift in tourism.

[00:02:44]>> Recently, the concept of inbound tourism to Korea has shifted toward enjoying the Korean lifestyle. Within that trend, there is strong interest in K-beauty, and demand for combining travel with dermatological procedures has emerged as a key form of content. Therefore, we expect medical tourism demand centered on dermatological clinics to continue growing.

[00:03:04]>> On social media, hashtags such as Korea glow-up have helped promote the idea of traveling to South Korea for beauty treatments, with clinics in Gangnam and elsewhere becoming part of the tourist trail.