From skincare to surgery – South Korea’s influence in beauty and health tourism

Sándor, Hajnalka (2024) From skincare to surgery – South Korea’s influence in beauty and health tourism. EGÉSZSÉGTUDOMÁNYI KÖZLEMÉNYEK: A MISKOLCI EGYETEM KÖZLEMÉNYE, 14 (2). pp. 19-27. ISSN 2063-2142

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Abstract

South Korea’s beauty ideals are not only culturally significant; they are also the driving force behind the nation’s thriving K-Beauty industry and medical tourism sector. Historically, beauty in Korea has been associated with Confucian values of inner strength and duty. Over time, there has been an increasing emphasis on appearance, leading to the development of specific beauty standards such as the “three whites” (skin, teeth and eyes) and the “three blacks” (hair, eyebrows and pupils). Nowadays, these ideals are amplified by the influence of K-pop and K-dramas, promoting features such as pale skin, V-shaped faces and heart-shaped lips. The global popularity of K-Beauty products and skincare routines has made South Korea a leading destination for beauty tourism. Tourists are flocking to Korea for skincare treatments and beauty workshops, supported by social media and beauty industry influencers. In addition, South Korea has become a top destination for medical tourism, particularly plastic surgery. In 2023, a record 606,000 foreign patients sought medical treatment, with more than half of them seeking dermatological or cosmetic procedures. The South Korean government aims to further promote medical tourism and expects 700,000 foreign patients per year by 2027. The financial impact is significant, with medical tourists spending 10 times more than the average tourist.

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