On June 22, a premium pharmacy in Seongsu-dong was bustling with foreign tourists from the morning. Each held baskets filled with products. One tourist, standing in front of a display of regeneration creams labeled 'PDRN,' used a smartphone translation app to ask the pharmacist about the product's usage.
A pharmacist working in Seongsu-dong noted, "As the influx of foreign tourists increases, pharmacies are becoming a must-visit shopping destination." Another pharmacist explained, "Pharmacies began to proliferate in Seongsu-dong in the second half of last year."
The concept of 'K-pharmacy' is emerging as a new tourist attraction for foreign visitors. According to the Korea Tourism Organization, foreign tourists' credit card spending in South Korea reached 2.1222 trillion won in May. Notably, the purchase of regeneration creams and other products after beauty treatments has surged, with pharmacy sales increasing by 206% compared to the same month last year. In particular, premium pharmacies in Seongsu-dong, such as Seongsu 2-ga 1-dong (15,249%) and Seongsu 2-ga 3-dong (2,877%), have shown explosive growth.
The Seongsu-dong area is dotted with pharmacies, and it was common to see foreign tourists dragging their luggage. According to pharmacy representatives, many foreign visitors purchase skin regeneration products, acne treatments, and pigmentation-related medications. A pharmacist at a large pharmacy in Seongsu-dong stated, "Products like PDRN and EGF are overwhelmingly popular, and we consistently see demand for acne and pigmentation products." Other consistently sold items include artificial tears, pain relief patches, lip balm, and deworming medications, with an increase in sunscreen demand as summer approaches.
Why are foreign tourists visiting pharmacies? Trust in the quality of medications is often cited as the primary reason. Tourists believe that these products are not just simple cosmetics but are manufactured and inspected under strict processes, ensuring their quality. Many explain specific skin concerns such as wrinkles, dark spots, and skin regeneration to pharmacists before receiving product recommendations. A pharmacy representative remarked, "More customers are specifying areas like smile lines or dark circles under the eyes when seeking products, and we guide them based on their skin conditions and concerns."
During my observation, foreign tourists spent over 10 minutes comparing products as they moved between displays.
Similar scenes were observed in popular areas like Myeongdong and Hongdae. A pharmacist in Myeongdong noted, "Most of our customers are from China, with consistent visitors from Singapore, Japan, and the United States." At the time of my visit, about 90% of the customers in that pharmacy were foreign tourists.
In the Hongdae area, it was common to see foreign tourists wearing masks as they visited pharmacies after undergoing dermatological treatments. This demand is for regeneration creams or ointments for post-treatment care. When I asked Chinese tourists shopping at a pharmacy what products they were looking for, they immediately showed me a photo on their phone. It was a screenshot from social media featuring products that are popular in Seongsu and Myeongdong pharmacies and are already well-known in Chinese online markets.
A pharmacy representative in Hongdae mentioned, "Consumer interest is expanding beyond beauty products to include health supplements like vitamins and ginseng, as well as diet-related products." They added, "There is an increasing demand for collagen and vitamin C products, and many customers purchase multiple diet products at once, sometimes spending tens of thousands to over a million won."
As the shopping habits of foreign tourists for medications and cosmetics grow, pharmacies are staffing employees who can speak English, Chinese, and Japanese to provide product explanations and translation services for pharmacists. Some pharmacies have even transformed their interiors into exhibition spaces and created areas for tourists to organize their luggage. One pharmacist noted, "Tour guides often include pharmacy visits in their itineraries."
* This article has been translated by AI.
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