"To Seoul for Beauty" Seoul Emerges as a Hotspot Among Beauty Nomads

Global Travelers: "Beauty Culture Is a Key Factor in Choosing Destinations"
Pharmacy and Healthcare Spending Rise... Shift from "Ownership" to "Experience"

The purpose of foreign tourists visiting Korea is rapidly shifting from shopping to "wellness and experiences." As more visitors seek dermatological treatments, pharmacy shopping, and personal color consultations instead of luxury bags, analysts say Seoul is establishing itself as a symbol of global beauty culture.

The bustling streets of Myeongdong filled with foreign tourists and local citizens. Photo by Yonhap News

Beauty Culture Becomes a Key Criterion for Choosing Travel Destinations

According to the travel industry on January 9, the recent trend among foreign tourists visiting Korea is focused more on "what kind of experience they have" rather than "what they buy." The "Travel Trend 2026" report released by the global travel search engine Skyscanner also found that 33% of travelers worldwide consider local beauty culture an important criterion when choosing a travel destination.

The report defines this travel tendency as "Glowmads" (beauty nomads) and names Seoul as a representative city of global beauty culture. It explains that interest in Korean-style fashion and wellness culture, shaped by K-content, is leading to actual visits and consumption. There is also an interpretation that the unique wellness experiences available only in Korea are becoming a major motivation for travel, beyond simply purchasing cosmetics.

Changes in Foreign Tourist Spending... 'K-Pharmacy Tours' Gain Popularity

This trend is also evident in actual payment data. According to Visa Korea's analysis of spending data from foreign visitors (April 2024 to March 2025), while growth in traditional shopping channels such as duty-free shops and department stores has slowed, spending in the medical and healthcare sector increased by 58% compared to the previous year. In particular, sales at pharmacies and drugstores surged by 63%, showing that so-called "K-pharmacy tours," where travelers purchase recovery creams after dermatological procedures or buy supplements, have become a major part of travel itineraries.

A tourist shopping at Olive Young. Photo by Yonhap News

Changes in consumption patterns are also clear. According to the Korea Tourism Organization, the average amount spent per transaction by foreign tourists decreased by 20%, from about 150,000 won to 120,000 won, while the total number of transactions per person increased by 124% compared to the previous year. Instead of buying a single expensive luxury bag, tourists are increasingly making multiple purchases of cost-effective beauty and lifestyle products at places like Olive Young or Daiso.

80% of Bookings Are for Beauty... Government Events Also Focus on Experiences

Booking trends also support these changes. According to the inbound travel platform Creatrip, about 80% of bookings made by foreign tourists last year were for beauty-related services, such as hair salons, dermatology clinics, and personal color consultations. This means a significant portion of travel itineraries is now devoted to beauty experiences.

The government and industry are also adjusting their strategies to meet this changing demand. The "2026 Korea Grand Sale" is significantly increasing the proportion of participating companies in the beauty and health sectors, shifting the focus from duty-free and department store-centered events to strengthening experiential content.

On the 17th, when the 2026 Korea Grand Sale began, a promotional video was being broadcast on an electronic billboard set up on Myeongdong Street in Jung-gu, Seoul. Photo by The Asia Business Daily

An official from the Visit Korea Committee said, "There is a growing participation of various private companies, not only in aviation, accommodation, and shopping, but also in beauty and convenience services. In particular, interest from the K-beauty industry is steadily rising. We are greatly enhancing experiential programs such as personal color consultations and makeup classes, in addition to simple shopping benefits, which are receiving a positive response from foreign tourists visiting Korea."