Editor’s Note
**Editor’s Note:** This article explores the intersection of travel and lifestyle across Asia, offering insights into emerging trends and cultural experiences. The views expressed are those of the author and do not necessarily reflect the editorial stance.
Why tourists are flocking to South Korea’s pharmacies and wellness services
Beauty and wellness tourism is booming in South Korea, with packages mixing medical technology, beauty services and lifestyle experiences
4-MIN READ
Listen
The Korea Times
Published: 7:15am, 21 Jul 2026
By Baek Byung-yeul
A viral video of a Japanese calligraphy teacher’s reunion with her famous student offered an interesting glimpse at one of South Korea’s fastest-growing tourism trends.
In a YouTube video uploaded on June 28, Minami, a Japanese member of the rising K-pop girl group Rescene, visited her hometown in Chiba and reunited with her former calligraphy teacher.
During their conversation, the teacher revealed that she had flown back to Japan that day after undergoing a cosmetic procedure near Sinnonhyeon Station in southern Seoul, drawing laughter from the group.
Although the conversation was lighthearted, it showed one of the reasons why many foreign tourists choose to visit South Korea.
For years, K-beauty was largely synonymous with cosmetics. Tourists would fill their suitcases with sheet masks, skincare products and make-up before heading home.