K-Beauty's immense popularity is reshaping Korea's shopping landscape. While international tourists once flocked to duty-free shops and large malls, their footsteps are now leading to 'K-Pharmacies,' creating a new consumer trend, especially for "sweeping up" skin-related medications.
K-Pharmacies Become a 'Must-Visit' for International Tourists
Pharmacy shopping has recently become an essential stop for international tourists visiting Korea. There's particularly strong interest in skin-related medications like acne treatments, scar ointments, and blemish-reducing creams. Japanese tourist Ishikawa Nowa (이시카와 노와) stated, "I came because pharmacies have a wider variety of medicines than Olive Young (올리브영, Korea's largest health and beauty chain)." Australian Grace Porter mentioned, "It's hard to find these kinds of products in Australia." This trend is seen as an extension of K-Beauty, driven by the excellent quality of Korean products and the ability to purchase a wider range of over-the-counter (OTC) medications at lower prices compared to other countries, especially in Southeast Asia.
Foreigner Pharmacy Payments Skyrocket 12-Fold in One Year, Reaching 28.4 Billion Won
The K-Pharmacy craze is clearly reflected in the numbers. According to an MBC report (September 30, 2026), approximately 28.4 billion won (13.9%) of the total 202.8 billion won spent by foreigners on medical services was spent at pharmacies. This represents a more than threefold increase from 9.2 billion won just one year prior. Specifically, the Dong-A Ilbo (September 29, 2026), citing BC Card data, reported that card spending by foreigners at pharmacies in Seoul during the first half of this year surged by 1176.9% compared to the same period last year, an almost 12-fold increase. This significantly surpasses the growth rates for traditional Korean medicine (193.1%) and dermatological aesthetics (109.8%).
서울 약국 외국인 카드 이용액 증가율 1176.9%
외국인 약국 소비액 284억 원
The most popular items are skin-related medications such as acne treatments like 'Noscarna' (노스카나) and 'Acne-non' (애크논), scar ointments, and blemish-reducing creams. A 24-year-old Chinese tourist, Chen (첸), purchased a total of 40 different types of acne treatments recommended on Xiaohongshu (a popular Chinese social media platform). Similarly, Australian tourist Oxen (옥슨) was seen buying 25 tubes of Antiphlamine (안티푸라민, a popular Korean pain relief cream) after capturing a list of recommendations from social media, demonstrating the ongoing "sweeping up" purchasing trend.
https://imnews.imbc.com/replay/2026/nwtoday/article/6855108_37012.html, https://www.hankyung.com/article/202609233571H, https://www.donga.com/news/Society/article/all/20260929/134748455/2Beyond K-Beauty: The Allure of K-Dermacosmetics and Pharmacy Shopping
The K-Pharmacy craze is more than just buying medicine; it's closely linked to the expanding concept of K-Beauty, specifically the 'K-Dermacosmetics' trend. Gen Z and Millennial Chinese travelers are shifting away from their past pattern of buying luxury goods at duty-free shops, instead focusing on skincare products and spending at local retail stores. KEDGlobal (September 30, 2026) reported that Chinese tourist spending has surpassed $270 million, with K-Beauty clinics and pharmacies preparing for Golden Week (a major holiday period in China).
Several factors contribute to this shift. Lee Yun-pyo (이윤표), Public Relations Director for the Korean Pharmaceutical Association (대한약사회), explained, "Korea offers a wider variety of over-the-counter medications than countries like those in Southeast Asia, and with added marketing, their popularity has rapidly grown." Furthermore, the application of health insurance to prescription-only medications has lowered their perceived cost, intensifying price competition for freely priced OTC drugs, making them more affordable than in other countries – another attractive point. Pharmacies in major tourist areas like Myeongdong (명동), Seongsu-dong (성수동), and Hongdae (홍대) are actively catering to international demand by providing foreign language guides and advertising videos, employing interpreters, and even setting up shop below large cosmetics stores to offer medication consultations. According to Jung-gu District Office, the number of pharmacies in the Myeongdong area alone has increased from 46 last year to 70 as of this month.
Growing Pains: Concerns Over Inadequate Medication Guidance and Pharmacy Act Violations
However, the K-Pharmacy craze also has its downsides. The Dong-A Ilbo (September 29, 2026) pointed out that as more pharmacies sell both cosmetics and medicines, the lines are blurring, and there have been instances where non-pharmacist staff provided product explanations through interpreters. Under the Pharmaceutical Affairs Act (약사법), only licensed pharmacists are permitted to sell and provide medication guidance for over-the-counter drugs. Additionally, promotional activities like offering medicines as free gifts are prohibited. According to Jung-gu District Office, 35 complaints related to the Pharmaceutical Affairs Act have been filed in the Myeongdong area this year, and the Korean Pharmaceutical Association stated that it is aware of issues like insufficient medication guidance and is continuously monitoring the situation.
K-Pharmacies have now become more than just places to buy medicine; they've established themselves as a new K-Culture shopping destination where visitors can experience practical K-Beauty and lifestyle solutions from Korea. However, alongside this rapid growth, there's also advice that detailed guidelines for accurate medication guidance and compliance with the Pharmaceutical Affairs Act are urgently needed to keep pace with the burgeoning market.
