"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 Note
Global interest in Korean culture is rapidly increasing. Korean-related goods and content—including K-Food and K-Beauty—are now permeating the daily lives of overseas consumers, beyond just specific enthusiast groups. [K-Holic] sheds light on the 'Korean Wave' observed around the world and explores why international consumers are focusing on Korea.

"This recovery cream is very effective after dermatological procedures."

Driven by the K-Beauty boom, 'K-Pharmacies' are emerging as new must-visit shopping spots among foreign tourists. The rising number of foreigners visiting Korea for dermatological treatments, coupled with Korean pharmaceuticals gaining attention through social networking services (SNS), has contributed to a sharp increase in pharmacy visits by foreign tourists.

"Must-Buy Essentials at Pharmacies"...A Surge of SNS Video Recommendations

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Recently, a growing number of foreign users on SNS platforms such as TikTok have posted reviews of products they purchased at Korean pharmacies. Using hashtags like '#KoreaPharmacy' and '#PharmacyHaul', they share lists of must-buy items when traveling in Korea and post receipts to prove their purchases. Content explaining the efficacy and usage of health functional foods and derma cosmetics have also surged in popularity.

One foreign tourist, after purchasing the skin recovery cream 'Rejuvenex', remarked, "This product is so famous in Korea that it was difficult to find," and added, "I'm looking forward to trying it myself." The cream has spread by word of mouth among foreigners under the nickname 'topical Rejuran', leading to several sellouts.

Foreigners' interest in Korean pharmacies can also be seen in actual consumption indicators. According to an analysis by BC Card, the amount spent by foreign tourists visiting Korea in the first half of this year rose by 53.6% compared to the same period last year, while the number of payment transactions increased by 40.3%. This analysis was based on card usage data from approximately 3.3 million foreign visitors.

AI-generated image

In particular, consumption related to medical services has seen substantial growth. The number of transactions in the medical sector increased by 75.3% year-on-year, and the focus of clinical services is shifting from plastic surgery to skincare and cosmetic dermatology. Spending on cosmetic dermatology jumped by 109.8% compared to the same period last year, whereas spending at plastic surgery clinics grew by only 35.5%.

The increase in pharmacy consumption is even more remarkable. In the first half of this year, foreign pharmacy spending soared by 1,176.9% year-on-year, recording the largest growth among all medical services. BC Card commented, "A new medical tourism ecosystem is emerging that naturally links medical services with shopping," and projected, "Medical tourism will become a new growth engine for Korea’s inbound travel industry in the future."

"From Dermatology Treatments to Pharmacies"... Pharmacies Become Shopping Destinations Thanks to the K-Beauty Boom

Area. Photo is unrelated to specific expressions in the article. Getty Images Bank

The surge in pharmacy consumption appears to stem from the viral popularity of Korean 'pharmacy items' overseas via K-content and SNS. Additionally, the increasing number of foreigners coming to Korea for cosmetic treatments has contributed to this trend. It has become common for foreign tourists who received laser or skincare procedures at dermatology clinics to visit pharmacies afterward to purchase derma cosmetics and quasi-drugs for post-treatment care. Indeed, SNS platforms like TikTok are now filled with content recommending recovery creams suitable for after dermatological procedures.

Pharmacies are also evolving in response to increasing foreign demand. In tourism districts such as Myeongdong and Hongdae, pharmacies have remodeled their stores to allow customers to browse products with shopping baskets, similar to Olive Young. They have also enhanced foreigner-friendly services, offering multilingual information and placing staff who can speak foreign languages. As a result, pharmacies are being reevaluated as multi-purpose shopping spaces stocked with derma cosmetics, health functional food, and beauty devices, beyond simply selling medication.

The interest of international visitors in Korean pharmacies does not appear to be a temporary phenomenon. In its "Living Like a Korean" report published in February, Hana Bank's Hana Institute of Finance noted, "As content about shopping at Korean pharmacies gains attention, demand for wellness products such as cosmetics and dietary supplements is also rising." The report further stated, "Last year, international visitors' pharmacy expenditures reached 141.4 billion won, a 142.2% increase from the previous year. Large-scale tourist-focused pharmacies are on the rise in Myeongdong, Seongsu, and Gangnam, and new tourist services are emerging that allow visitors to consult and purchase products directly at pharmacies in major commercial districts."

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