K-beauty’s worldwide popularity is now driving a major shift in Korea’s cosmetic medical sector, with dermatology clinics expanding overseas to meet rising demand from international clients.
Leading this wave is Ppeum Clinic, a well-known name in Korea’s medical aesthetics field, which is set to open its first overseas branch in Shinjuku, Tokyo later this year. The new location will cover about 1,000 square meters, with the real estate deal finalized earlier this month.
Ppeum Clinic, which offers treatments like laser therapy and Botox, already operates more than 20 branches across Korea. Its global outlets in Seoul’s Myeongdong, Hongdae, and Gangnam districts cater to foreign clients in English, Chinese, and Japanese.
Industry experts say international interest in Korean skincare and beauty products has grown into a demand for cosmetic procedures. Clinics like Vands Clinic have already expanded into Japan, recently opening a second location in Yokohama this January.
“Some foreign tourists spend more than 10 million won (approx. $7,300 USD) on cosmetic treatments during a single visit,” a representative from the industry said. “K-beauty has moved beyond skincare products and into the field of cosmetic medicine.”
Clinics Reshape Korea’s Major Commercial Districts
This surge in demand is also transforming key shopping areas in Korea. According to data from Cushman & Wakefield, the number of clinics in the Gangnam Station area rose by 28.3%, from 420 in 2019 to 539 in 2023. In Hongdae, the number increased by 28.6%, from 77 to 99 clinics over the same period.
Meanwhile, food and retail businesses in these areas are declining. The number of food establishments in Gangnam dropped by 9.4%, and retail stores fell by 21.3%. A similar trend was seen in Hongdae.
“Dermatology clinics now make up about 25% of all businesses near Gangnam Station,” a Cushman & Wakefield representative said. “As K-beauty and cosmetic procedures gain popularity, these clinics are taking over commercial real estate once dominated by restaurants and retail stores.”
Unlike plastic surgery, dermatological treatments are quick and require little recovery time, making them popular among tourists who want to combine beauty treatments with shopping or sightseeing.
Marketing to Foreign Clients
To reach international customers, many top clinics are investing in multilingual services and overseas marketing. Dr. Evers Clinic, which operates over 20 branches in Korea, has a dedicated international marketing department. Others use services like Healing Paper’s “Gangnam Unni” platform, which connects foreign clients with Korean dermatology clinics. Originally launched in Japan, the service was expanded to Thailand last year.
Foreign Patient Numbers Skyrocket
According to Korea’s Ministry of Health and Welfare, the number of foreign patients visiting Korean dermatology clinics jumped from 86,194 in 2019 to 705,044 in 2022—an increase of 718%. In 2022, 56.6% of all foreign patients visited dermatology clinics.
The top visitors came from Japan, with 442,311 patients—almost 70% of whom visited dermatology clinics. The specialty was also the most visited by patients from Taiwan (80.7%), Singapore (79.5%), China (64.2%), Thailand (63.3%), and Canada (47.3%).
Experts say the growing appeal of natural-looking results and the global focus on “well-aging” and “slow-aging” are fueling interest in Korean cosmetic medicine. A beauty industry spokesperson said, “People around the world are inspired by the clear, healthy skin of K-beauty. This is encouraging many to visit Korea for professional skincare procedures.”
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