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Korea trends 2026

Korea travel trends 2026: what visitors booked and bought

A record 18.9 million foreign visitors came to Korea by October 27, 2026, and much of their money went on wellness and beauty: private body scrubs (+462%), head spas, enzyme baths, jjimjilbangs, idol makeup and pharmacy skincare (+196.1%). Ten trends, their numbers, and how to book each.

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Arrivals reached 17.11 million in January–September 2026, up 21.5% on a year earlier, and passed 18.94 million by October 27 — more than in any full year before (Korea Economic Daily, citing the culture ministry).

Each trend links to our full guide.

  1. 01Private body scrubs: sales up 462%Sales at one-person scrub shops on Creatrip rose 462% year on year in the first half of 2026 (Sports Kyunghyang), and 84% of guests on the Westin Josun Seoul’s 2025 scrub program came from abroad (Careet). A private room takes the nerves out of a bathhouse scrub.
  2. 02Head spa: foreign spending up about 219%Foreign spending on Korean scalp care grew about 219% year on year through November 2025 (Edaily), and Zendaya’s visit to a Hannam-dong head spa while promoting Dune: Part Two in 2024 (Harper’s Bazaar Korea) put it on more lists. Expect a staged scalp treatment of 40–90 minutes.
  3. 03Enzyme baths: 47.5% of payments now from people in their 20s and 30sTheir share of card payments at enzyme-bath shops rose from 30.1% in early 2023 to 47.5% in early 2026 (Korea Herald, citing Shinhan Card). You lie buried to the neck in fermenting sawdust or rice bran for about 15 minutes.
  4. 04Mugwort steam: one video passed 32 million viewsOne visitor’s mugwort-steam video passed 32 million Instagram views (Careet). You sit under a wrap over steaming mugwort for 30–40 minutes; doctors don’t back the health claims, so read the safety notes first.
  5. 05Jjimjilbang: about half of Spaland’s guests are foreignForeigners were 20.2% of guests at Aquafield’s three branches and Busan’s Spaland in 2025, up from 8.7% in 2023 (Maeil Business Newspaper). At Spaland alone it was 46.9%, and about 53% in June 2026 (Careet). Walk in — no booking needed.
  6. 06Idol makeup: beauty-page visits up 45.6%Klook counted 45.6% more visits from foreign travellers to its Korean salon-and-beauty pages in January–September 2026 (Korea Economic Daily). Visitors book idol-style makeup — some ask for a named artist — then a personal-color reading or a photo studio around it (Careet).
  7. 07Pharmacy skincare: foreign spending up 196.1%Foreign card spending at Korean pharmacies reached about ₩229.8 billion in January–September 2026, up 196.1%, and 23 new pharmacies opened in Myeongdong in those nine months (Asia Economy, citing Korea Tourism Data Lab).
  8. 08Skin clinics: spending up 63.8%Foreign spending at dermatology clinics rose 63.8% in January–September 2026 (Asia Economy). millio books non-medical skin care — facials and body treatments with minutes and prices listed — not clinic procedures.
  9. 09Olive Young: inner-beauty sales to foreigners up 64%Foreign sales of inner-beauty products such as supplements rose 64% in January–August 2026, and foreigners bought 28% of Olive Young’s hair tonics and ampoules (Daily Hankook, from Olive Young’s figures).
  10. 10Glasses made in about an hourVisitors are ordering prescription glasses in Seoul because the eye test, lenses and fitting often take about an hour, against weeks at home (Careet). Opticians on millio test and fit on the spot.

Sources

Written by millio from the reporting linked below. Follow the links for the originals.

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