Medical and beauty tourism has become one of South Korea’s primary sources of revenue, with the country rapidly establishing itself as a global leader in the aesthetics industry. By combining cutting-edge technology with a culture deeply rooted in the appreciation of beauty and self-care, Seoul has transformed into a must-visit destination for those seeking to enhance their appearance in a sophisticated and efficient manner.
Against this backdrop, at the beginning of the year, Yerim Lee embarked on a journey that blended tourism with transformation. Upon arriving in Seoul, Lee planned to spend about a week enjoying the city’s wonders with her family. However, beyond traditional tourism, she prepared for an aesthetic challenge: undergoing an intensive regimen of 15 beauty treatments in just three days. This experience, documented on her TikTok account, @taxinoodle, quickly went viral, amassing over 1.2 million views and sparking global curiosity about the secrets of Korean beauty.
In recent years, Seoul has cemented its reputation as the beauty capital of the world, where skincare, makeup, and plastic surgery are elevated to an art form. What sets South Korea apart from other beauty destinations, however, is the popularization of non-invasive or minimally invasive procedures. These treatments, ranging from laser therapies to microneedling and advanced facial rejuvenation techniques, are designed to achieve a naturally flawless appearance. The emphasis is on highlighting delicate and feminine features, promoting radiant skin, and ensuring shiny, healthy hair.
While these procedures might seem luxurious in other countries, they are a common practice in South Korea, fueling billion-dollar industries and upholding the country’s reputation for aesthetic perfection.
Lee also revealed that some of the treatments she experienced, though quick, require meticulous and specialized approaches. Clinics in Seoul offer personalized services where every detail is carefully planned to maximize results in a short period. This efficiency is part of what draws tourists from around the world, eager to experience the latest in beauty technology without enduring lengthy recovery periods.
As beauty standards evolve, aesthetic treatments like cosmetic injectables have become increasingly common, reflecting a shift in perceptions of attractiveness. This phenomenon is particularly evident in South Korea, where procedures once viewed as extravagant or exclusive are now part of many people’s routines. Lee, who lived in South Korea until she was 11 and now resides in vibrant New York City, began exploring beauty treatments in the United States. Over time, however, she discovered that the prices and quality offered in South Korea are unmatched.
For instance, Lee shared the costs of some of her recent procedures. In Seoul, Botox for her forehead, jawline, and eyebrows cost approximately $70, roughly 385 BRL at the August 2024 exchange rate. Comparatively, the same amount of Botox in New York City could range from $500 to $1,400, or 2,800 to 7,700 BRL. This significant price difference explains why so many people, like Lee, choose to travel to South Korea for beauty treatments.
Beyond cost, other factors make South Korea an attractive destination for beauty tourism. The efficiency, advanced technology, and expertise of local professionals create an environment of trust and excellence, where patients can expect impressive results without compromising quality. This high-quality care model, combined with affordable prices, has solidified Seoul’s status as the global capital of aesthetics, attracting visitors from all over the world in search of enhanced appearances.
Medical and beauty tourism in South Korea is rapidly becoming one of the country’s primary revenue sources, attracting a growing number of international visitors seeking to improve their appearance through advanced aesthetic procedures. Recognizing the potential of this market, South Korea’s Ministry of Health and Welfare has announced measures to streamline immigration processes for medical tourists, including those interested in cosmetic surgeries. The goal is ambitious: to attract 700,000 medical tourists by 2027. The results are already evident, with the number of tourists visiting South Korea for aesthetic procedures reaching a record-breaking 605,768 in 2023 — an impressive 144.2% increase compared to the previous year.
This growth is driven not only by global interest in Korean aesthetics but also by the expansion of available products and services, fueled by intense competition among clinics. While this competition has contributed to lower prices, as noted by Lee, it has also created a market that can be “overwhelming” for those unfamiliar with the vast array of options. The treatments Lee underwent, for example, started at $19 (approximately 100 BRL), highlighting the affordability of procedures in South Korea. However, she cautions that consumers should be wary of deals that seem too good to be true.
Lee embarked on an aesthetic journey that took her passion for beauty to new heights, visiting six different clinics in Seoul, most of them located in the iconic Gangnam district. This area is widely recognized for its affluence and obsession with beauty, symbolized by the viral success of K-pop star Psy’s 2012 hit “Gangnam Style.” Gangnam is a true epicenter of plastic surgery in South Korea, where advertisements and billboards are dominated by clinics promising to transform clients’ appearances.
Lee began her odyssey with a consultation for eyebrow microblading, a procedure that cost $225. Next, she visited a vision center where her irises were measured, a free service that helps consumers choose the correct size for colored contact lenses.
The highlight of her journey occurred at a plastic surgery clinic, where Lee was placed under general anesthesia for a series of intensive facial treatments. Making the most of her time under anesthesia, she opted for three types of collagen-boosting “skin booster” injectables: Juvelook ($400 per vial), Juvelook Volume (two vials, $830), and Rejuran Healer ($330 per vial). Additionally, Lee received Botox on her forehead, jawline, and between her eyebrows for $70 and underwent CO2 laser treatments ($8) to remove moles from her face and neck. She also experienced 600 shots of Ultherapy ($1,275), a known effective yet highly painful ultrasound treatment designed to stimulate collagen production and contour facial features.
At a second plastic surgery clinic, Lee continued her transformation with body-focused procedures. She received Botox on her trapezius muscle, known as Traptox ($300), aiming for the desired “Jennie (Kim) shoulder look,” a nod to the angular shoulders of the Blackpink star. Additionally, Lee opted for fat-dissolving injections on her arms ($150), a procedure similar to lipolysis in the U.S., and a Body InMode treatment ($600), which uses heat and radiofrequency to reshape tissue and achieve a firmer appearance. To close the day, she removed additional moles with CO2 lasers ($11).
At her third clinic, Lee underwent another InMode treatment, this time focused on her chin, along with more fat-dissolving injections to achieve the coveted V-shaped face, a highly valued standard in K-beauty. These treatments, which would normally cost $30 and $34 respectively, were offered free of charge in exchange for promoting her experience on social media, particularly TikTok.
The intensity of the procedures left Lee with bruises lasting two weeks and persistent swelling for three weeks. “It’s hard to say what had the greatest effect on my face, though, because I did everything at once,” Lee reflected. This journey not only transformed her appearance but also underscored how K-beauty and the era of social media are deeply intertwined, with personal experiences becoming valuable and inspiring content for millions of followers worldwide.
