South Korea beauty tourism faces scrutiny over misleading claims

South Korea’s growing beauty tourism industry is facing challenges regarding consumer trust following reports of misleading skincare claims, hidden surgery promotions, and unfair treatment contracts. While the sector has seen massive growth, regulators have identified issues that may impact the confidence of international visitors seeking dermatology and cosmetic surgery.

Data from the Ministry of Health and Welfare indicates that South Korea received over 2.01 million foreign patients in 2025, a 72 percent increase from the previous year. Dermatology and plastic surgery combined accounted for approximately 74.1 percent of these specialty records.

Financial reports from the Korea Health Industry Development Institute show that medical spending by overseas cardholders reached 1.42 trillion won in the first half of 2026, a 38.6 percent increase year-on-year. Dermatology alone generated 768.5 billion won, representing 54.1 percent of the total medical spending recorded.