"I Want to Skip Daiso and Olive Young"... Foreign Tourists Flock to K-Pharmacies for Must-Have Korean Beauty Items

"Pharmacy Tours" Gain Popularity Among Foreign Tourists Visiting Korea
Sales of Skin Regeneration Creams and Acne Ointments on the Rise

The shopping landscape for foreign tourists visiting Korea is changing. While 'Oldamu' (Olive Young, Daiso, Musinsa) was once considered an essential part of any trip to Korea, pharmacies are now emerging as a new shopping hotspot. In particular, with the global 'K-Beauty' boom, the cosmeceutical product category-which blurs the line between cosmetics and pharmaceuticals, including items like skin regeneration creams and acne ointments-is drawing attention from consumers worldwide. As a result, Korean pharmacies are evolving beyond simple drugstores into experiential beauty and health tourism destinations.

Foreign tourists shopping at a pharmacy located in Myeongdong. Photo by Lee Eunseo.

Pharmacies: Emerging Hotspots for Foreign Tourists

According to inbound travel platform Creatrip on September 18, the 'K-Pharmacy' category tour product, launched for foreign tourists in August, experienced rapid growth immediately after its release. In particular, reservations in the second week of September surged by 44% compared to the first week. By nationality, the largest increases were seen among tourists from Singapore (121%), Hong Kong (96%), and Taiwan (9%). More recently, American tourists have also been joining, diversifying the customer base.

The K-Beauty shopping trend among foreign tourists visiting Korea is expanding beyond 'Olive Young, Daiso, and Musinsa' (Oldamu) to include pharmacies. Reference photo to aid understanding of the article. Clipart Korea

The K-Pharmacy category product is a customized program for foreign visitors that allows them to visit major pharmacies in Seoul and Busan, receive consultations from pharmacists, and purchase products at the same time. Currently, the tour operates in partnership with nine pharmacies in areas such as Gangnam, Hongdae, and Myeongdong, and is set to expand to 20 locations by January next year. Pharmacists and multilingual staff-speaking English, Chinese, Japanese, and other languages-are stationed on-site to enhance convenience for foreign tourists.

Cosmeceuticals in the Spotlight: K-Beauty’s Growing Influence

The most popular items among foreign visitors are functional products such as skin regeneration creams and acne care ointments. In particular, cosmeceutical products that break down the boundaries between cosmetics and pharmaceuticals are drawing significant attention. Among these, 'Rejuol Cream,' commonly known as 'salmon injection cream,' is cited as a top-selling item at partner pharmacies. This trend is seen as a result of the global popularity of K-Beauty.

Videos that appear when searching the hashtag 'Koreanpharmacy.' Tourists watch these videos to find Korean pharmacies. Instagram screenshot.

Lim Hyemin, CEO of Creatrip, stated, "Currently, content such as Korean pharmacy shopping vlogs and must-buy items at pharmacies are gaining popularity on social media and short-form platforms. The new term 'pharmacy tour' has emerged, and pharmacies are becoming established as a new course for foreign tourists. We will continue to expand our services so that foreign customers can safely experience Korean pharmacies."

Experts believe that this trend is likely to develop beyond a temporary fad into a new growth engine for Korea’s beauty and health industry. Especially as health and beauty consumption continues to rise despite the global economic downturn, the significance of this trend is even greater. Some analysts suggest that the K-Pharmacy shopping boom could become a turning point, expanding Korea’s presence in the global wellness market beyond just a shopping trend.