Chinese medical tourists flock to Korea for dermatology ahead of Spring Festival

Chinese tourists walk through Myeong-dong in Seoul, Sept. 29, 2025, the first day of visa-free entry. Korea Times photo by Hong In-ki

With China’s Spring Festival approaching, Lu Xiao decided to try dermatology treatments for the first time, hoping to look her best for family gatherings during the break.

“I’ve seen a lot of posts on social media about the effects of dermatology treatments recently, and they looked quite appealing, so I wanted to try it myself,” Lu said.

She flew to Korea for a three-day trip earlier this month and opted for Thermage and ultrasound-based lifting treatments at a clinic in Myeong-dong, aimed at addressing signs of aging and improving skin firmness.

“Some clinics in China may use uncertified devices, and prices here are more competitive,” Lu said.

The treatments cost around 10,000 yuan ($1,444) in total — roughly 40 percent cheaper than quotes she received in China.

Lu is among a growing number of Chinese consumers traveling to Korea for dermatology and skin care services, even as weak consumer confidence at home has kept overall spending subdued.

According to Korea’s Ministry of Health and Welfare, the number of inbound medical patients from China surged by 132 percent in 2024, making China the second-largest source after Japan.

Meanwhile, a report released by the Korea Health Industry Development Institute in December showed that dermatology accounted for the largest share of inbound Chinese consumers’ credit card spending on medical services in 2024, at 57.5 percent, totaling 61.7 billion won.

Official data for 2025 has yet to be released, but industry insiders said demand from Chinese consumers continued to rise over the past year.

“The number of Chinese customers has been rising gradually, as some patients return to our clinic or recommend it to their friends,” Diav Clinic, which has been operating for just over a year and is located in Myeong-dong, told The Korea Times.

The clinic attributed the trend to growing awareness among consumers of the importance of skincare, adding that the global popularity of K-beauty has also played a role.

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Compared with clients from other countries, Chinese consumers place greater emphasis on cost-effectiveness and trust, the clinic said, making repeat visits more likely if results meet expectations.

“They tend to undergo multiple treatments in one visit to achieve more visible and comprehensive results,” the clinic added.

The trend comes as Chinese consumers’ spending patterns evolve, with households becoming more selective as prolonged deflationary pressure weighs on the broader economy.

“Consumer decision-making is becoming increasingly cautious, a shift evident in China’s evolving consumption patterns, as consumers not only cut back on spending but also reassess the priority of different goods and services in their budgets,” consulting firm AlixPartners said in a report based on its global poll on consumer spending intentions for 2026.

The poll, released in December last year, found that Chinese consumers were reluctant to increase spending on dining out but more willing to allocate additional spending to fitness and wellness in 2026.

Meanwhile, a report by consulting firm Roland Berger and Chinese on-demand delivery platform Meituan showed that the market size of China’s domestic medical aesthetics industry more than doubled between 2020 and 2025, reaching 366.6 billion yuan last year, and is expected to sustain double-digit annual growth over the next five years.

The report said the growth reflects an increasing willingness among Chinese consumers to spend on self-care and personal well-being, with the pursuit of beauty increasingly viewed as a health-related choice rather than a luxury.

As Chinese consumers become a growing customer base for Korean dermatology clinics, many have stepped up efforts to attract them. Diav Clinic, for example, said it has established online consultation channels on Chinese social media platforms and offers translation services for Chinese patients.

Cathy Wu, a Chinese university student studying in Korea, said she has observed a “very clear trend” of Korean dermatology clinics actively targeting Chinese consumers, particularly after travel restrictions were lifted following the Covid-19 pandemic.

The 23-year-old said she received an invitation to collaborate with a clinic in late 2024, asking her to film a video documenting her dermatology experience in exchange for a free treatment.

“They asked me to film the clinic’s environment, my communication with the surgeon, the procedure itself and the results,” Wu said, adding that she was required to respond to questions in the comments section and keep the video on her page for at least one year.

Wu said she has also noticed a growing number of clinics opening official accounts on Chinese social media platforms. She added that clinics are actively collaborating with Chinese influencers for promotional purposes, which she said works well as a form of recommendation.

In the clinic’s waiting room, lit by warm lights and filled with patients speaking different languages, Lu had just finished her treatments and was holding a mirror, checking her face from every angle.

“They told me the results would become more noticeable in one month. So if it’s effective, I would be willing to fly to Seoul just for the treatments next time,” said Lu, who lives in China’s capital, Beijing, citing the close proximity of the two cities.

“It’s not cheap, but it’s not unaffordable either. More importantly, I’m 40 now, and I feel it’s time to treat myself better.”

Alice Li is a reporter with the South China Morning Post. She is currently based in Seoul, writing for both The Korea Times and the South China Morning Post under an exchange program.