What Do Foreigners Actually Do in Korea? The Tourist Hotspots & Shopping Must-Haves Koreans Don't Even Know About

What do foreign tourists want to do when they visit Korea? Gyeongbokgung Palace? N Seoul Tower? Shopping in Myeongdong?

Wrong! Things have completely changed. Want to know what foreign tourists spent the most money on in Korea in 2024? Hair salons. Number one. Beauty shops came in second. Seriously—getting their hair done, makeup applied, and photos taken has become THE tourist experience.

There's one trend that's absolutely exploding among Japanese tourists: going to the same hair salons K-pop idols use, getting styled, and taking photos to prove it. Search the hashtag "Korea Glow Up" and you'll see it—people leaving Korea looking absolutely transformed.

 

📍"Can You Give Me NewJeans Danielle's Hair?"

Picture this: 22-year-old Maiko from Tokyo lands at Incheon Airport. After dropping her bags at the hotel, where does she go first? Gyeongbokgung? Nope. Straight to a Cheongdam-dong hair salon.

"I want NewJeans Danielle's layered cut, please!"

Salons in Cheongdam-dong, Apgujeong, and around Dosan Park—the ones that style stars like BTS's Jin, BLACKPINK's Jennie, and aespa's Winter—are reportedly overwhelmed with foreign bookings these days. A hair and makeup package runs about 180,000 won. In Japan, the same service would easily cost 30,000-40,000 yen (around 300,000-400,000 won), but in Korea it's way cheaper with better quality. That's why they come.

Places like "Gohsun Beauty" in Dosan Park have entire teams of stylists who speak English, Japanese, and Chinese. It's not just a haircut—they offer personal color analysis, idol-style makeup, and professional photo shoots all in one package. You literally get to feel like an idol.

At "Style Agency" in Hongdae, they'll transform you in about an hour to an hour and a half, and everyone immediately rushes to nearby Life4Cuts photo booths or studios. The fun part? Posting those photos on social media and watching friends comment, "Wait, who ARE you?"

 

 

📍Personal Color Analysis: The Real Reason They Come to Korea

Here's something even more shocking: personal color analysis bookings increased 130 times compared to last year. One hundred and thirty times, people.

Personal color consulting actually started in Japan, but Korea took it to a whole new level. The expertise is higher, and there are tons of makeup products you can immediately apply after your diagnosis. One popular analysis shop in Hongdae sees about 30-40 foreign visitors daily—that's around 1,000 per month.

The routine is hilarious:

1. Land at Incheon Airport
2. Drop bags at hotel
3. Get personal color analysis
4. "Am I warm-toned or cool-toned?"
5. Find out which colors suit you
6. Head straight to Myeongdong/Olive Young and buy every lipstick in your color palette

This is the new golden route for foreign tourists. And honestly, it makes sense—why buy makeup in colors that don't suit you?

Americans Spend 140,000 Won on Average, Taiwanese Get Cosmetic Procedures

The spending patterns by nationality are fascinating.

Americans: Spend the most at hair and beauty shops, averaging about 140,000 won. They really invest in the experience. Probably because there are so many K-pop fans—they go all out.

Japanese: After K-food, beauty services are their top expense. They do the full course—hair salon, personal color analysis, makeup. Since they're geographically close and visit often, they try something different each time.

Taiwanese: They spend big at dermatology clinics. Laser toning, petit procedures, that kind of thing. Korean dermatology tech is excellent and reasonably priced, so many tourists come specifically for treatments.

 

 

📍K-pop Makeup Class: 6-to-1 Competition

In June 2024, the "Korea Beauty Festival" was held across major Seoul districts—Hongdae, Seongsu, Myeongdong, Gwanghwamun—with 380+ beauty and tourism companies participating.

The K-pop idol makeup class in Hongdae had 6-to-1 competition just to be selected as a demonstration model. Foreign tourists lined up for the chance.

The questions were incredibly detailed:

• "What's the trick to keeping glitter from falling off?"
• "How does base makeup differ by skin tone?"
• "How do you layer foundation without it getting cakey?"

An 18-year-old from Germany said, "I got interested in Korea through dramas and mostly use Korean cosmetic brands now. Being able to take this makeup class and create special memories in Korea is amazing."

 

 

📍Why Myeongdong Pharmacies Became Beauty Destinations

Ever noticed how big and nice the pharmacies in Myeongdong have gotten? They almost look like cosmetics boutiques.

There's a reason: foreigners shop like crazy at pharmacies.

In 2023, pharmacy spending made up 53% of all foreign medical consumption, rising to 58% in 2024. That's over 60 billion won.

Why pharmacies? Expertise. Products you can only get at pharmacies—Noscarna, Acnon Cream, Melatoning Cream—have a reputation for actually working. They're more trustworthy than regular cosmetics. These pharmacy-exclusive products generated over 50 billion won in sales in 2024.

Walk through Myeongdong and you'll see tons of foreigners carrying pharmacy shopping bags. There's a reason for everything.

 

 

📍Why Do People Want to "Glow Up" in Korea?

Think about it—it's kind of strange that getting your hair cut and makeup done on vacation has become a tourist activity. But when you hear the reasons, it makes sense.

First: K-pop idol influence Fans want to go to the same salon, get styled by the same designer. For them, it's meaningful. Getting the same service at the same place makes them feel closer to their idols somehow.

Second: Korea's beauty infrastructure Let's be honest—Korean hair salons and beauty shops are world-class. According to Seoul Tourism Foundation research, in 2024 foreigners spent an average of 154,000 won on beauty and medical services—10 times more than in 2019. That's recognition.

Third: Value for money Just a cut at a Japanese salon costs over 30,000-40,000 yen (300,000-400,000 won), but in Korea you get much better service for 20,000-50,000 won. Plus they do K-pop styles? Of course people come.

 

 

📍Foreigners Know Korea Better Than Koreans

Here's what's funny: these days, foreigners catch onto Korean trends faster than we do.

They know which salon styles which idol, what new products dropped at Olive Young, what you absolutely must buy at Myeongdong pharmacies... They know it all. Information spreads so fast on social media that they're more up-to-date than us.

Check out the "Korea Glow Up" hashtag and you'll see people from around the world posting before-and-after transformation photos from their Korea trips. People getting prettier, more stylish, gaining confidence. And those posts become advertising that brings even more people.

 

 

📍To Experience the Real Korea

Gyeongbokgung is nice and N Seoul Tower is pretty, but what foreign tourists are really looking for these days is this:

• Finding your color tone at a Hongdae personal color analysis shop
• Getting transformed at a Cheongdam-dong idol hair salon
• Stocking up on K-beauty products at Myeongdong pharmacies
• Filling your cart at Olive Young
• Eating triangle kimbap and banana milk at convenience stores
• Ordering fried chicken on delivery apps

Next time a foreign friend visits Korea, recommend these spots. They'll say, "Wow, you really know Korea!"

The real power of Hallyu isn't just in BTS concerts or K-dramas. It's in the smile of a Japanese college student happy after getting styled at a Hongdae hair salon, and the satisfied face of a Taiwanese tourist walking out of a Myeongdong pharmacy with bags full of products. That's the real Korean Wave.