Maria Zu, a consultant based in Dubai, recently visited Seoul’s skincare clinics during her trip in April. She shared her experience of feeling safe visiting South Korea for beauty treatments, highlighting the growing trend among tourists seeking non-invasive procedures like red light therapy and Botox.
The growth of foreign patients receiving medical treatment in South Korea is surpassing that of foreign tourists, according to Hong Seung-wook, director of global healthcare business at the Korea Health Industry Development Institute. Last year, over 2 million foreigners visited for medical treatments, nearly double the 2024 figure of 1.17 million.
Tourists like Zu often pack several non-invasive treatments into a single trip, reflecting a broader trend popularized by social media hashtags such as “#koreaglowup”. The major attractions are cost and South Korean expertise in beauty techniques, which can be up to a fifth cheaper than those at home.
Cindy Gu, a 30-year-old video editor from the US, also highlighted the variety of K-beauty treatments not offered in the West. Competition among clinics is driving down prices, with foreign patients averaging about 100 per day and spending around 1.5 million won ($1,000) each at Lienjang, one of Seoul’s upscale beauty clinics.
About 15,000 skincare treatment clinics operate mostly by general practitioners rather than dermatologists, according to the Association of Korean Dermatologists. Zu, who is working on a project to connect travelers with Korea, expressed her dream of living in the country.