In the early days of the year, Yerim Lee set foot in Seoul with a dual mission: a family reunion and a rapid-fire round of aesthetic enhancements. Within a mere three-day blitz, she ticked off 15 beauty services, which she later showcased on her TikTok handle @taxinoodle, racking up an impressive 1.2 million views. Seoul's ascent to the pinnacle of the global beauty scene is well-documented, with its dedication to skincare, makeup, and its prestigious plastic surgery clinics. The city has also seen a surge in minimally invasive treatments, offering a natural, polished appearance with a focus on subtle, feminine features, radiant skin, and shiny hair.

Lee, who spent her childhood in South Korea and now resides in New York, has been no stranger to cosmetic treatments. As she entered her mid-20s, she began to dabble in Botox, but she finds the cost in South Korea to be significantly more appealing. Despite the additional expenses of travel and accommodation, the overall savings on multiple treatments can be substantial. For instance, the Botox treatments she received in Seoul for her forehead, jaw, and eyebrows cost her a mere $70, compared to the $500 to $1,400 range in New York.

The trend of traveling for beauty treatments is not just about the cost savings; it also offers the opportunity to combine travel with cosmetic enhancements. Influencers are capitalizing on this trend, sharing their experiences and advocating for the affordability and advanced technologies available in South Korea. Lee noted that open discussion about cosmetic procedures is becoming more common in South Korea, with people sharing their experiences and tips.

Due to the country's strict advertising regulations, clinics often rely on referrals, which is how Lee navigated her choices. However, she also warned about the prevalence of beauty scams, which can be particularly challenging for visitors or those who don't speak the language. To assist non-Korean speakers, Lee is developing a resource to provide guidance on reputable clinics and treatments.

South Korea's medical and beauty tourism industry is a significant economic driver, with the government aiming to attract 700,000 medical tourists by 2027. The number of tourists seeking cosmetic procedures in South Korea reached a record high in 2023, reflecting the expanding range of products and services available. Lee's experience included a variety of treatments, from microblading to more intensive procedures under anesthesia, with costs ranging from $19 to over $1,000.

Lee advises that it's crucial to do thorough research and be cautious of extremely cheap treatments. She distinguishes between "factory clinics," which offer quick, no-frills services, and "boutique clinics," which provide more personalized care and are better suited for non-Korean speakers. Her total expenditure for the treatments was $4,578, which she considers a good value given the extensive services she received. However, she stresses the importance of understanding the potential side effects and the order of procedures for optimal results.

Lee's journey highlights the cultural integration of cosmetic treatments in South Korea and the growing trend of medical tourism for beauty enhancements.