Why are foreign tourists thronging to Korean pharmacies?
At 11 AM on a Tuesday morning in Seoul's Hongdae district, a peculiar scene unfolds at a local pharmacy. Foreign tourists huddle around the skincare display, smartphones in hand, meticulously checking product information.
Some visitors, still wearing masks from recent medical procedures, show saved photos to staff members while searching for regenerative creams and ointments.
This isn't your typical pharmacy visit - it's the new face of K-beauty tourism, and it's absolutely exploding across Seoul's hottest districts.
The Pharmacy Revolution That's Changing Everything
Japanese tourist Fukui Marie, 25, didn't mince words about her mission: "I came to buy regenerative cream after getting dermatological treatment".
Meanwhile, Amanda Min, 32, from Singapore, was on the hunt for "Korean pharmacy recommendations" she'd discovered on TikTok.
These aren't isolated incidents. Korean pharmacies have emerged as the hottest new K-beauty shopping destination, completely transforming how international visitors approach skincare shopping. The shift goes far beyond simple medicine purchases - tourists are now specifically seeking out acne treatments, regenerative creams, and whitening functional products, collectively known as "cosmeceuticals".
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The numbers are staggering. Foreign medical consumption in Korea skyrocketed from 593,577 cases in 2020 to 2,929,831 cases in 2024 - nearly a five-fold increase. In May 2025 alone, there were 379,397 recorded cases, with pharmacy visits accounting for a whopping 61% of all medical consumption by foreigners.
Why Pharmacies Are Crushing Traditional Beauty Stores
The appeal isn't just about novelty - it's about value and authenticity. Pharmacist Kim In-young, 38, revealed the secret sauce: "Visiting a pharmacy after getting treatment at a nearby dermatology clinic has become a standard course for foreign tourists.
They're popular because they're cheaper than Olive Young while being perceived as more effective".
Major shopping districts in Seoul - Gangnam, Myeongdong, and Hongdae - have completely transformed their pharmacy services to cater to this international demand. They've introduced multilingual labels, unmanned currency exchange machines, and tax refund services, creating a seamless shopping experience that rivals traditional beauty retailers.
The Products That Are Breaking the Internet
The most sought-after items tell a story of medical tourism meeting beauty culture. Tourists are specifically hunting for scar and inflammatory acne treatments, pigmentation improvement products, and whitening supplements.
The sales figures are mind-blowing:
· Dong-A Pharmaceutical's "Noscanagel" generated ₹1,740 crore (20.9 billion won) in sales last year, up 22% from the previous year
· Acne treatment "Acnon Cream" saw first-quarter sales jump 62% to ₹782 crore (9.4 billion won)
· "Melatoning," known for pigmentation relief, recorded ₹966 crore (11.6 billion won) in sales last year, a 27% increase, with first-quarter growth of 52%
Social media has become the ultimate game-changer.
Pharmaresearch's skin regeneration product "Rejuvenex" went viral on TikTok, causing complete sellouts. One influencer with 880,000 followers created a product introduction video that garnered over 40,000 likes and saves.
This pharmacy trend reflects K-beauty's massive global influence. Korea's cosmetics exports hit a record $5.51 billion (₹4.59 lakh crore) in the first half of 2025, maintaining its position as the world's third-largest cosmetics exporter.
In the US market, Korea has even surpassed France to become the top cosmetics exporter.
The transformation is striking - as one industry insider noted: "The scene of Koreans buying cosmetics at Monge Pharmacy in Paris or Santa Maria Novella Pharmacy in Florence is now being replicated by foreigners at pharmacies in Seoul's Gangnam and Hongdae districts".
This shift represents more than just a shopping trend - it's a cultural phenomenon where functionality and professionalism are driving K-beauty's global expansion, diversifying consumption channels from Olive Young-centered retail to specialized distribution networks like pharmacies.
The revolution is real, and Korean pharmacies have become the unexpected champions of the global beauty game. For young Indians watching this trend unfold, it's fascinating to see how Korea has managed to blend medical expertise with beauty culture, creating something that feels both premium and accessible - much like how we've always valued the intersection of traditional wellness and modern beauty in our own culture.
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