PHARMACIES across Seoul have become somewhat of a tourist hotspot, and it is all thanks to a trending social media topic - "Korea glow-up".
Online platforms like TikTok and Instagram have been abuzz with users hailing the benefits of Korean skincare, with posts highlighting the irresistible combination of affordability and visible results.
The so-called K-beauty craze, which has been building over the last few years and is fuelled by viral clips showing dramatic before-and-after transformations, is inspiring global travellers to flock to Korean pharmacies to buy these miracle products.
Unlike duty-free outlets or department stores, pharmacies offer the specialised derma cosmetics and clinical skincare items that are often featured on social media under hashtags like "Korea glow-up".
According to Times of India, some Korean pharmacists are reporting that up to 90% of customers are tourists, often showing screenshots from social media posts in search of specific beauty products.
Statistics from the Seoul Tourism Foundation reflect the trend, with foreign visitor spending on beauty services in 2024 reaching A$40.4 million - up 231% compared to 2019.
The above article was sent to subscribers in Pharmacy Daily's issue from 26 Aug 25
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