Pharmacies emerge as new K-beauty stops for foreign tourists

In Seoul's bustling Namdaemun Market, a group of American tourists emerged from a pharmacy with their shopping bags and displayed their purchases to fellow shoppers. The haul included a box of Bacchus energy drinks and three packages of PDRN skin care products. Other foreign visitors queued up at counters, ready to purchase acne treatments, scar gels, and cosmetics.

Pharmacists in white coats scanned their purchases at the registers, showcasing the growing trend of Korean pharmacies as a new destination for K-beauty tourism.

Foreign tourists are increasingly seeking over-the-counter dermatological drugs available only at pharmacies, as well as pharmacy-sold cosmetics promoted through social media. Park Jun-sun, a pharmacy owner in Namdaemun Market, told The Korea Times that foreign tourists now make up 40 to 50 percent of their sales. "There weren't many when I opened two years ago, but the number suddenly started rising about a year ago," he said.

Even at larger pharmacies catering primarily to Korean customers, foreign shoppers have become more visible. Staff members and pharmacists are now accustomed to serving an international clientele, offering them the wide range of beauty products that have gained popularity worldwide. The emergence of Korean pharmacies as a new stop on the K-beauty tourism route highlights the global appeal of the country's beauty industry and the growing interest of foreign tourists in exploring its offerings.