On the afternoon of October 14, Myeongdong's main street in Seoul was bustling with activity. Pharmacy windows were plastered with posters advertising acne, scar, and pigmentation treatment ointments from various domestic pharmaceutical companies. Notably, Japanese phrases explaining the benefits, such as 'acne scars (ニキビ跡)' and 'freckles (シミそばかす),' were prominently displayed. Some pharmacies even set up barriers to manage the lines, indicating that 'K-pharmacy shopping' has become a must-do for foreign tourists.
Upon entering the pharmacies, the interior resembled a cosmetics boutique. Shelves were filled with creams and ampoules from pharmaceutical companies, organized under signs addressing specific skin concerns like 'dark spots (DARK SPOT),' 'hydration (HYDRATION),' and 'anti-wrinkle (ANTI-WRINKLE).' Yellow stickers labeled 'TRY ME' were placed in front of some products, inviting foreign customers to browse and select items.
One standout product was a regenerative cream branded as 'Pharmacy No.1 PDRN.' Even during weekday hours, pharmacists in white coats and staff fluent in foreign languages were busy assisting international customers.
Another nearby pharmacy displayed sets labeled 'One-Day Puffiness Set' and 'Intensive One-Day Puffiness Set,' which included over-the-counter medications for reducing swelling and bruising, all packaged in a clear bag. Under the Korean product names, instructions in English, Chinese, and Japanese read, 'Today's puffiness, resolved today,' aimed at tourists seeking quick relief after treatments, as explained by a staff member.
A 28-year-old Japanese tourist, Misaki Sato, was seen shopping with a red cart filled with PDRN cream and ampoules. She mentioned that she had just completed a treatment at a dermatology clinic in Gangnam earlier that morning and had come to Myeongdong in the afternoon. 'I came to buy regenerative cream after my laser treatment,' she said. 'I visit Korea about every two months, usually for a two-day trip to get treatments and do some shopping.' She added, 'It's become a must-visit shopping stop because I can ask the pharmacist about products suited for my treatment area, and the Japanese guidance is very helpful.'
Upon entering the pharmacies, the interior resembled a cosmetics boutique. Shelves were filled with creams and ampoules from pharmaceutical companies, organized under signs addressing specific skin concerns like 'dark spots (DARK SPOT),' 'hydration (HYDRATION),' and 'anti-wrinkle (ANTI-WRINKLE).' Yellow stickers labeled 'TRY ME' were placed in front of some products, inviting foreign customers to browse and select items.
One standout product was a regenerative cream branded as 'Pharmacy No.1 PDRN.' Even during weekday hours, pharmacists in white coats and staff fluent in foreign languages were busy assisting international customers.
Another nearby pharmacy displayed sets labeled 'One-Day Puffiness Set' and 'Intensive One-Day Puffiness Set,' which included over-the-counter medications for reducing swelling and bruising, all packaged in a clear bag. Under the Korean product names, instructions in English, Chinese, and Japanese read, 'Today's puffiness, resolved today,' aimed at tourists seeking quick relief after treatments, as explained by a staff member.
A 28-year-old Japanese tourist, Misaki Sato, was seen shopping with a red cart filled with PDRN cream and ampoules. She mentioned that she had just completed a treatment at a dermatology clinic in Gangnam earlier that morning and had come to Myeongdong in the afternoon. 'I came to buy regenerative cream after my laser treatment,' she said. 'I visit Korea about every two months, usually for a two-day trip to get treatments and do some shopping.' She added, 'It's become a must-visit shopping stop because I can ask the pharmacist about products suited for my treatment area, and the Japanese guidance is very helpful.'
◆ Large Pharmacies Welcoming Customers in Myeongdong Central Street ... Tourists Head to Pharmacies After Dermatology Treatments
The Myeongdong area, popular with foreign tourists, is rapidly being taken over by pharmacies. As cosmetics shops have exited the area, pharmacies have filled the void. According to data from the Ministry of the Interior and Safety, 23 new pharmacies opened in Myeongdong from January to September this year, already surpassing last year's total of 11.
This surge is attributed to a significant increase in medical tourists. The Ministry of Health and Welfare reported that 2,011,822 foreign patients visited Korea last year, a 71.9% increase from the previous year, marking the first time the number exceeded 2 million. Among these, dermatology accounted for 1,312,700 patients, or 62.9% of the total, with an increase rate of 86.2%, the highest among specialties. Chinese nationals made up 30.8% (618,973) and Japanese nationals 29.8% (60,009), together accounting for nearly 60% of the total.
The spending of beauty and medical tourists extends beyond treatments. After their procedures, there is a growing demand for skincare creams, leading to increased visits to K-pharmacies. According to data from the Korea Tourism Organization, foreign pharmacy spending in the first quarter of this year surged by 196.8% compared to the same period last year, nearly tripling. From January to September, foreign pharmacy spending reached 229.794 billion won, already exceeding last year's total of 125.768 billion won.
During the same period, foreign medical spending reached 1.8398 trillion won, surpassing last year's total of 1.7228 trillion won. Dermatology (55.7%) and plastic surgery (19.4%) were the leading specialties, with pharmacies accounting for 12.5%. In terms of transaction volume, pharmacies represented 69%, indicating that while dermatology and plastic surgery drive high-value treatments, pharmacies see a high volume of smaller purchases. The demand for post-treatment care, combined with shoppers seeking trending Korean products on social media, has made pharmacies a 'hot spot' among foreign female tourists in their 20s and 30s.
Tourists cite 'expertise' and 'price' as reasons for visiting pharmacies. A staff member at a Myeongdong pharmacy explained, 'Customers can consult directly with pharmacists, and unlike in some countries, they can purchase over-the-counter products like regenerative creams without a prescription.' The popularity of warehouse-style pharmacies, which buy regenerative creams and acne treatments in bulk, has also spread through word-of-mouth online, attracting more foreign visitors.
This surge is attributed to a significant increase in medical tourists. The Ministry of Health and Welfare reported that 2,011,822 foreign patients visited Korea last year, a 71.9% increase from the previous year, marking the first time the number exceeded 2 million. Among these, dermatology accounted for 1,312,700 patients, or 62.9% of the total, with an increase rate of 86.2%, the highest among specialties. Chinese nationals made up 30.8% (618,973) and Japanese nationals 29.8% (60,009), together accounting for nearly 60% of the total.
The spending of beauty and medical tourists extends beyond treatments. After their procedures, there is a growing demand for skincare creams, leading to increased visits to K-pharmacies. According to data from the Korea Tourism Organization, foreign pharmacy spending in the first quarter of this year surged by 196.8% compared to the same period last year, nearly tripling. From January to September, foreign pharmacy spending reached 229.794 billion won, already exceeding last year's total of 125.768 billion won.
During the same period, foreign medical spending reached 1.8398 trillion won, surpassing last year's total of 1.7228 trillion won. Dermatology (55.7%) and plastic surgery (19.4%) were the leading specialties, with pharmacies accounting for 12.5%. In terms of transaction volume, pharmacies represented 69%, indicating that while dermatology and plastic surgery drive high-value treatments, pharmacies see a high volume of smaller purchases. The demand for post-treatment care, combined with shoppers seeking trending Korean products on social media, has made pharmacies a 'hot spot' among foreign female tourists in their 20s and 30s.
Tourists cite 'expertise' and 'price' as reasons for visiting pharmacies. A staff member at a Myeongdong pharmacy explained, 'Customers can consult directly with pharmacists, and unlike in some countries, they can purchase over-the-counter products like regenerative creams without a prescription.' The popularity of warehouse-style pharmacies, which buy regenerative creams and acne treatments in bulk, has also spread through word-of-mouth online, attracting more foreign visitors.
◆ Pharmaceutical Companies Intensify Competition in the Dermacosmetics Market
Pharmaceutical companies are positioning pharmacies as key points in the skincare market. On that day, Myeongdong pharmacy windows prominently featured advertisements for PharmaResearch's PDRN cream 'Rejuvenex' and Dong-A Pharmaceutical's 'Noscana,' 'Melatoning,' and 'Liquven.' PharmaResearch targets demand from treatment to home care with its medical device 'Rejuran,' over-the-counter product 'Rejuvenex Cream,' and cosmetic line 'Rejuran Cosmetic.'
Existing beauty retailers are also responding. Olive Young launched a high-function skincare category called 'Advanced Derma' in collaboration with pharmaceutical companies in March, and within four months, expanded dedicated displays to 650 stores nationwide. Sales in June increased by over 260% compared to April, the month of the launch, with foreign customers accounting for about 70% of the sales. Musinsa partnered with Onnuri Pharmacy to transform the entire basement of 'Musinsa Beauty Hongdae' into 'Beauty Onnuri Pharmacy.'
The growing demand for 'dermaceuticals' among foreigners is also increasing the premium of pharmacies. Orina, a researcher at LS Securities, noted, 'Consumer demand is shifting towards efficacy-focused products that are closer to quasi-drugs,' suggesting that new competitive channels are emerging alongside Olive Young and Daiso.
Existing beauty retailers are also responding. Olive Young launched a high-function skincare category called 'Advanced Derma' in collaboration with pharmaceutical companies in March, and within four months, expanded dedicated displays to 650 stores nationwide. Sales in June increased by over 260% compared to April, the month of the launch, with foreign customers accounting for about 70% of the sales. Musinsa partnered with Onnuri Pharmacy to transform the entire basement of 'Musinsa Beauty Hongdae' into 'Beauty Onnuri Pharmacy.'
The growing demand for 'dermaceuticals' among foreigners is also increasing the premium of pharmacies. Orina, a researcher at LS Securities, noted, 'Consumer demand is shifting towards efficacy-focused products that are closer to quasi-drugs,' suggesting that new competitive channels are emerging alongside Olive Young and Daiso.
* This article has been translated by AI.
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