"Bought It as Soon as I Arrived in Korea": Foreigners Flock to Unexpected Spots, Spending Soars 1177% [K-Holic]

K-Pharmacies Emerge as New Shopping Destinations for Foreign Tourists

"K-Pharmacy Shopping Lists" Spread on SNS

Foreigner-Focused Services Enhanced

Editor's NoteInterest in Korean culture is rapidly increasing around the world. Korean-related products and content—such as K-Food and K-Beauty—are permeating the daily lives of overseas consumers, expanding far beyond niche enthusiasts. [K-Holic] is a series that highlights the growing 'Korean Wave' in various parts of the world and explores why global consumers are paying such close attention to Korea.

"This regenerative cream works well after dermatology procedures."

With the K-Beauty boom, 'K-pharmacies' are emerging as a new shopping destination among foreign tourists. The number of foreigners visiting Korea for dermatological treatments is rising, and as Korean pharmaceuticals become a hot topic on social networking services (SNS), more and more foreigners are visiting pharmacies in Korea.

"Must-buy essentials at the pharmacy"…SNS videos on the rise

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Recently, social media platforms like TikTok have seen a surge in posts by foreigners sharing products they've purchased at Korean pharmacies. Using hashtags such as '#KoreaPharmacy' and '#PharmacyHaul,' they upload content recommending "products you must buy at a pharmacy when traveling in Korea" or share photos of their purchase receipts. Content explaining the effects and usage of health supplements and derma cosmetics is also gaining popularity.

One foreign tourist who bought the skin-repair cream 'Rejuvenex' said, "This product is so famous in Korea that it was hard to get," adding, "I'm looking forward to trying it myself." Among foreigners, the product is known as the so-called 'topical Rejuran' and has occasionally sold out due to word-of-mouth popularity.

The growing interest among foreigners in Korean pharmacies is also reflected in consumer data. According to an analysis by BC Card, foreign tourists’ card spending in Korea during the first half of this year rose by 53.6% compared to the same period last year, while the number of transactions increased by 40.3%. This analysis was based on data from roughly 3.3 million foreign card users.

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In particular, spending on medical-related services saw a sharp increase. The number of medical payment transactions rose by 75.3% year-on-year, with the focus in medical visits shifting from plastic surgery to skin aesthetics. While spending on skin-beauty treatments jumped by 109.8% compared to the same period last year, spending on plastic surgery increased by only 35.5%.

The uptick in pharmacy spending was even more pronounced. In the first half of this year, the amount spent by foreigners at pharmacies soared by 1176.9% year-on-year, the highest growth rate among all medical services. BC Card stated, "A new medical tourism ecosystem is taking shape where medical care and shopping are naturally linked," adding that "medical tourism is expected to become a new growth axis for Korea's inbound tourism industry in the future."

"From dermatology procedures straight to the pharmacy"…K-Beauty boom turns pharmacies into shopping hotspots

Territory. The photo is unrelated to specific expressions in the article. Photo by Getty Images Bank

The rapid increase in pharmacy spending appears to be influenced by the buzz around local 'pharmacy items' spreading overseas through K-content and SNS. Additionally, the rise in foreigners visiting Korea for skin-beauty treatments has contributed to this surge. A growing pattern is emerging where foreign tourists who have had laser or skin-care procedures at dermatology clinics purchase derma cosmetics and quasi-drugs at pharmacies for post-treatment care. In fact, on platforms like TikTok, there is a steady stream of content recommending regenerative creams and similar products suitable for use after aesthetic procedures.

Pharmacies are evolving to meet the increasing demand from foreigners. Pharmacy stores in popular tourist areas such as Myeongdong and Hongdae are being designed more like health and beauty shops such as Olive Young, so that customers can browse products with shopping baskets in hand. Pharmacies are also enhancing their services for foreign customers by offering multilingual assistance and hiring staff fluent in foreign languages. As a result, pharmacies are being recognized for their evolution into multi-purpose shopping spaces—beyond just pharmaceutical sales, they now offer derma cosmetics, health supplements, and beauty devices as well. This transformation is being widely acknowledged.

This interest in Korean pharmacies among foreigners does not appear to be a temporary phenomenon. In a report published last February titled "Living Like a Korean," Hana Bank's Hana Institute of Finance analyzed, "As Korean pharmacy shopping content draws attention, the demand for pharmacy wellness products—such as cosmetics and nutritional supplements—is increasing." The report added, "Foreigners’ spending at pharmacies reached 141.4 billion won last year, up 142.2% from the previous year, and large-scale pharmacies targeting tourists are on the rise in areas like Myeongdong, Seongsu, and Gangnam. New travel products are appearing, enabling tourists to consult with pharmacists and purchase various wellness items at local pharmacies in major commercial districts."

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