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

South Korea is seeing a surge in foreign visitors seeking skincare and cosmetic treatments, turning the country into one of Asia’s top destinations for beauty tourism.

Mexican consultant Maria Zu first visited Seoul eight years ago to explore cafes and parks around the South Korean capital. During her latest trip in April, however, she spent much of her time in skincare clinics undergoing non-invasive cosmetic procedures.

“We feel safe coming to this country for our faces,” said Zu, who is based in Dubai.

Tourists like Zu are helping drive South Korea’s tourism industry and economy as millions flock to the country’s thousands of skincare clinics. Unlike previous years when cosmetic tourists mainly sought nose jobs and double eyelid surgery, many visitors now prefer non-surgical treatments such as red light therapy, Botox injections, and ultrasound skin-lifting procedures designed to reduce wrinkles and tighten jawlines.

“The growth of foreign patients is outpacing that of foreign tourists,” said Hong Seung-wook, director of global healthcare business at the Korea Health Industry Development Institute, which works with the health ministry to attract international patients.

According to South Korea’s health ministry, more than 2 million foreigners visited the country for medical treatment last year, nearly double the 1.17 million recorded in 2024.

“We now see foreign tourists spend more on medical services than on tourism in Korea,” Hong said, adding that authorities plan to continue promoting anti-aging and skincare services to middle-aged travelers.

Zu, a former flight attendant who has visited South Korea at least six times, said she often schedules several treatments during a single trip. The trend has gained popularity online through hashtags such as “#koreaglowup” on social media platforms like Instagram.

Many visitors are attracted by South Korea’s lower prices and advanced beauty technologies, which are often introduced earlier than in Western countries. Several foreign patients told Reuters that skincare procedures in South Korea can cost up to 80% less than treatments in their home countries.

“I like that there is a variety of K-beauty treatments in general that are not even offered in the U.S.,” said Cindy Gu, a 30-year-old social media video editor from the United States while waiting for a facial lifting procedure at a clinic in Seoul’s upscale Gangnam district.

Industry experts say strong competition among clinics also helps keep prices affordable.

“The competition is pushing the prices of services down,” said Se-rin Lee, director of the aesthetic dermatology department at Lienjang Clinic. She said the clinic receives around 100 foreign patients daily, with each spending an average of 1.5 million won or about $1,000.

The Association of Korean Dermatologists estimates that around 15,000 clinics across South Korea offer skincare treatments, many of them operated by general practitioners rather than specialists.

“Korea is doing a really great job in many areas, not only in skincare,” Zu said. “Now my dream is to live here.”

 

-Reporting by Heejin Kim and Yun-ji Ha; Editing by Brenda Goh and Clarence Fernandez/Reuters