South Korea has long been known for its technological exports such as cars, ships, and semiconductors, but in recent years, a new contender has emerged: plastic surgery. The number of foreign visitors seeking cosmetic enhancements has surged, with over 114,000 traveling to Seoul for procedures in 2023. This influx is part of a broader trend in medical tourism, which has rapidly expanded since the end of the Covid-19 pandemic. Last year, the country welcomed a record 1.17 million foreign medical tourists, with dermatology treatments and plastic surgeries making up a significant portion of this number.
Among the growing clientele, many come from Southeast Asia, drawn by Korea’s reputation as a leader in plastic surgery. Vietnamese tourists, like Nguyen Thi Huyen, visit for popular procedures such as facial contouring to achieve slimmer jawlines, inspired by the appearance of K-pop stars. Other countries, including Indonesia and China, have seen a rise in patients seeking surgery abroad, driven by a combination of demand for higher-quality care and a lack of local facilities offering comparable standards.
Seoul’s medical tourism market is booming, with an estimated value of US$1.9 billion in 2023, and expected to grow to US$3 billion by 2033. Clinics like View Plastic Surgery in Gangnam have reported a 20 to 30 percent increase in foreign clients annually. These clinics cater to international patients with dedicated coordinators offering multi-language support, guiding them from consultations to aftercare. Despite the cost, many foreigners prefer to undergo surgery in Korea due to the country’s high success rates and advanced medical technologies, even if it means paying more than they would at home.
Plastic surgery in Korea is not only popular among younger individuals seeking facial contouring or breast augmentation, but also among older, wealthier clients opting for skin-tightening and facelift procedures. Social media plays a significant role in spreading Korea’s reputation for specialized surgeries, with many patients discovering these options through posts and reviews.
However, some experts suggest that Korea must continue to innovate and broaden its offerings to remain competitive in the medical tourism sector. Expanding into wellness tourism, which combines physical treatments with mental well-being, may be the next frontier in maintaining Korea’s position as a medical tourism leader.
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