South Korea is drawing
increasing numbers of visitors to experience beauty treatments such as salmon sperm (PDRN)
facials and 15-step hair spa rituals Right: One of K-beauty’s core
promises is a clear, smooth and well-hydrated complexion
F
rom K-dramas and K-pop to food, fashion and film, South Korea’s cultural exports have reshaped global taste over the past decade. The so-called ‘Hallyu’, or ‘K-wave’, accelerated during the pandemic as audiences around the world streamed Korean shows in record numbers.
Flawless complexions became part of the allure, sparking curiosity about the skincare behind the look. What began as a niche interest has become a global obsession.
Known as K-beauty, South Korea’s skincare and makeup industry is now defined less by quirky ingredients and cutesy packaging than by sleek, clinical-grade formulations promising the coveted ‘glass skin’. Fuelled by innovation and a relentless focus on results, South
Korea’s approach to skincare has become one of its most powerful economic and cultural exports. Last year, the country surpassed France for the first time to become the leading exporter of cosmetics to the US, according to a report by Bloomberg — a milestone that confirmed K-beauty’s shift from cult favourite to global powerhouse. For ardent enthusiasts, however, simply adding another serum
to their bathroom shelf is no longer enough. Instead, they’re travelling to South Korea to experience the treatments, clinics and rituals that have cemented the country’s reputation as the world’s beauty capital. According to the Korean Ministry of Health, 1.2 million people
travelled to South Korea in 2024 for aesthetic reasons. This growing influx of beauty-focused visitors is projected to generate £21.13bn by 2030, a boom that’s firmly caught the government’s attention. Aesthetic tourism has become a key cultural asset and growth driver, and, as such, is actively supported through visa assistance, tax incentives and national promotion. President Lee Jae-myung has even named K-beauty as one of the nation’s ‘big five’ soft power pillars, part of a plan to make South Korea one of the world’s top cultural powers by the end of the decade. So, what’s inspiring the global glow-chasing pilgrimage and where should you go?
A competitive market “The nation’s capital, Seoul, is perhaps the best regarded for aesthetic skin treatments because of its advanced expertise, rapid adoption of the latest technologies and ability to give
NATIONAL GEOGRAPHIC TRAVELLER – SPA & WELLNESS COLLECTION 9
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