"Did Only Koreans Get to Enjoy This?" Foreigners Flock to Korea for Skincare Treatments [K-holic]

Expansion of K-Beauty Experience Tourism as Foreign Demand Rises

Medical Tourism Spending Up 438% Compared to 2019

Surge in "#Korea Glow Up" Posts on TikTok

Editor's NoteInterest in Korean culture is rapidly growing around the world. Korean-related products and content, such as K-food and K-beauty, are permeating the daily lives of overseas consumers, expanding beyond a select group of enthusiasts. [K-holic] sheds light on the global 'Korean Wave' and explores why international consumers are paying attention to Korea.

Recently, 'Karecation'—the desire to experience Korean self-care culture—has emerged as a new travel trend among foreign tourists. Karecation is a newly coined term combining 'K (Korea)', 'Care', and 'Vacation', referring to a type of travel where visitors experience various beauty and medical care services alongside traditional tourism. Unlike previous trips that focused solely on sightseeing or relaxation, this trend involves managing one's appearance, health, and lifestyle, representing a shift toward a new way of enjoying travel.

Even Kim Kardashian Visited... Foreigners Flock to K-Dermatology Clinics

Kim Kardashian visits a dermatology clinic in Seoul. Photo by Kim Kardashian's Instagram

According to the report "Living Like a Korean: Tourism Map Drawn by K-Content" released last month by Hana Institute of Finance, last year medical tourism spending increased by 438% compared to 2019. Within total medical tourism spending, the share spent on dermatology rose dramatically from 21.1% in 2019 to 57.4% last year, while the share spent on plastic surgery decreased from 33.4% to 23.1% during the same period. This indicates that demand for medical tourism, once focused on plastic surgery, has shifted towards services such as dermatology, which require less time and allow for a quicker return to daily life.

This trend is also easily observed on social media. Last year, platforms such as TikTok saw a wave of videos tagged with '#Korea glow up', gaining widespread attention. These videos, which share transformations before and after visiting Korea, highlight the appeal of Korea’s advanced beauty industry, systematic self-care culture, and sophisticated fashion sense among foreigners. In fact, one man posted a video comparing his appearance before and after living in Korea for a year, garnering about 900,000 views. International viewers commented with reactions such as "I need Korean-style self-care," "Korean makeovers are amazing," and "I want to get the Korean effect."

Recently, even global celebrities have been visiting Korean dermatology clinics. In August of last year, American influencer Kim Kardashian posted photos on Instagram of herself receiving a dermatological procedure during a visit to Korea. It was reported that Kardashian, along with her sister Khloe Kardashian, visited multiple skin clinics in Yongsan-gu and Gangnam-gu, Seoul.

The growing demand among foreigners to experience Korean beauty and self-care is attributed in part to the influence of K-content. The report noted, "Scenes featuring Korean medicine clinics in the Netflix animated film 'K-Pop Demon Hunters' have sparked curiosity about Korean wellness. The everyday lives and aesthetic standards of Koreans depicted in K-content have generated not just admiration but a real desire among foreigners for 'Korean beauty, service, and self-care.'"

Personal Color Diagnosis Also Popular... K-Beauty Experience Tourism Expands

Robert Pattinson Getting Personal Color Diagnosis. YouTube

In addition, influenced by K-pop and other factors, more foreign tourists are participating in makeup classes and experiencing services such as nail art and personal color diagnosis. As this demand for experiential services has grown, last year’s foreign sales in beauty wellness sectors—including hair salons, makeup, and nail care—reached 561.8 billion won, an increase of 66.5% compared to 2019.

Personal color diagnosis, in particular, is gaining popularity among foreign tourists. This color theory-based service identifies colors that best suit an individual based on skin tone, hair color, and eye color. Hollywood actor Robert Pattinson, for example, received a personal color diagnosis during his visit to Korea last year to promote the film "Mickey 17." BLACKPINK's Jisoo also showcased her own personal color consultation through her YouTube channel, further fueling related demand.

The report stated, "With the combination of Korea’s medical technology and the popularity of K-beauty, Karecation has emerged as a core tourism theme," adding, "Travel service platforms are now launching experiential K-beauty salon packages." The report also noted, "As consumer polarization based on individual values strengthens, high-involvement categories such as K-beauty, fashion, and health functional foods are expected to lead the market with frequent purchases."

This content was produced with the assistance of AI translation services.