SEOUL, September 19 (AJP) - Drugstores are must-visit stop in Europe, famed for their iconic pharmacy brands — and Korea is fast emerging as a beauty mecca of its own, fueled by a social media-driven reputation for affordable skincare.
Tourists are now venturing beyond the ubiquitous Olive Young chain, browsing independent pharmacies where shelves are lined with beauty products labeled in English, Chinese, and Japanese.
“I read about this cream on Instagram Threads and knew I had to try it,” said Giselle, a 40-year-old shopper at a pharmacy in downtown Seoul. “It’s all the rage in Taiwan right now for its pore-tightening and whitening effect,” she told AJP.
Dermatology and skincare-related shopping and treatments have become a major component of foreign visitation to Korea. Last year, 1.17 million foreign patients came for medical, beauty, dermatology, and cosmetic procedures. With inbound arrivals hitting a fresh record of 8.8 million in the first half of this year, the medical and beauty segment is expected to have grown even further.
The surge in visitors has widened the scope of shopping sites — and sharpened customer expectations.
“PDRN products have become so popular among foreign visitors that we are running out of stock,” said Seo Peter, a Seoul-based pharmacist in his 30s. “The supply comes in batches and sells out quickly to foreign tourists. Last winter, we couldn’t source these products at all due to overwhelming demand.”
Pharmacies are gaining traction for specialized products such as acne treatment ointments, regenerative creams, high-concentration vitamin C supplements, and pain-relief patches — pharmaceutical exclusives not typically found in beauty chains. They also offer a unique advantage by combining medical expertise with cosmetic consultation, allowing tourists to receive personalized product recommendations from licensed pharmacists.
Travel platform Creatrip has capitalized on the boom by launching a formal “K-pharmacy” category in August, partnering with nine pharmacies in districts such as Gangnam, Hongdae, and Myeongdong. Bookings rose 44 percent between the first and second weeks of September, with tourists from Singapore surging 121 percent, Hong Kong 96 percent, and Taiwan 9 percent.
Helen from the United States, shopping at a pharmacy, told AJP, "I've been watching TikTok videos about 'things to buy at Korean pharmacies' before coming to Korea, so I'm planning to try all these products during my visit."
The pharmacy-tourism phenomenon reflects a broader shift in Korea’s healthcare and beauty industries. International visitors are drawn by what they perceive as “verified effectiveness” and “reasonable prices” — qualities tied to Korean pharmaceutical standards. Social media has amplified the trend, with hashtags like #KoreanPharmacy generating hundreds of thousands of views across TikTok and Instagram.
reporter
Candice Kim
candicekim1121@ajupress.com
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