Korea Expected to Drive Growth in Medical Tourism
With the global popularity of the animation "K-Pop Demon Hunters," an event was held to strengthen the K-Medi brand and explore strategies for advancing the traditional Korean medicine medical tourism industry.
K-Pop Demon Hunters Craze and Traditional Korean Medicine Medical Tourism Revitalization Forum. Provided by the National Institute for Korean Medicine Development
On September 12, at the Seosomun Government Complex in Seoul, the "K-Pop Demon Hunters Craze and Traditional Korean Medicine Medical Tourism Revitalization Forum" was held, hosted by the Seoul Metropolitan Council and sponsored by the National Institute for Korean Medicine Development.
The event was attended by more than 120 experts, public officials, and citizens, including representatives from the National Institute for Korean Medicine Development, the Korean Association of Public Health Doctors of Korean Medicine, and the Seoul Association of Korean Medicine. The forum adopted a "three-no" format-omitting congratulatory remarks, introductions of distinguished guests, and opening addresses-to focus on substantive discussions.
Lee Eunkyung, Director of Policy at the National Institute for Korean Medicine Development, who participated as a presenter, stated, "The key is how to incorporate traditional Korean medicine into promotional content and advertisements produced by the government and local authorities. It is necessary to create and promote customized treatment packages for each country." She emphasized, "The government and Seoul City need a mindset to market traditional Korean medicine, which is both an image and an asset representing Korea, to foreigners. There should be platform-based promotion and the establishment of visitor pathways, as well as the development of country-specific treatment packages."
Lee Jewoo, CEO of HanaTour ITC, stressed the need to shift perspectives to attract more foreign patients and called for practical efforts to ensure that information about Korean medicine is featured on online platforms used by international tourists.
During the comprehensive discussion that followed the presentations, various on-site opinions were shared.
Kim Hyeyoung, Chair of the Seoul Metropolitan Council's Medical Tourism Special Committee, said, "If we systematically prepare medical tourism products that leverage the uniqueness of traditional Korean medicine, we can achieve better results." She added, "We will work to resolve institutional obstacles such as visa issues, illegal brokers, and advertising regulations."
Lee Jongbae, a Seoul Metropolitan Council member, remarked, "If administrative support is provided, Korea can become the world's leading destination for traditional Korean medicine medical tourism."
Lee Seunghwan, Director of Tongin Korean Medicine Clinic, stated, "To attract foreign patients, experiential content and language support are necessary," and suggested linking Seoul's senior foreign language workforce to serve as interpreters in Korean medicine clinics. Lee Jihye, Director of Lia Korean Medicine Clinic, shared her experience with effective online promotion.
Park Sungwoo, President of the Seoul Association of Korean Medicine, proposed experiential models such as a Korean medicine clinic stamp tour, while Seoul city officials expressed their intention to actively incorporate Korean medicine into Seoul's beauty and wellness tourism brand.
The National Institute for Korean Medicine Development plans to further strengthen efforts to attract foreign patients by fostering traditional Korean medicine as a global healthcare resource and developing it as a pillar of medical tourism through close cooperation with the government, local authorities, and private organizations.
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