🤞💄 Glass skin, perfect features - why is the world obsessed with K-beauty?

If you have been on Instagram in the last few months, you might have noticed the “Korean glass skin” trend going around. The trend where your complexion is so polished it literally looks like glass!

Historians trace this aesthetic back to the Joseon era (1392–1910), where a clear, radiant face symbolised purity and refinement. But in modern Korea, beauty goes beyond skin deep—it’s also tied to success. A well-groomed appearance is often seen as a marker of wealth and social status, fuelling South Korea’s reputation as the Plastic Surgery Capital of the World.

As per a Yahoo Finance article, South Korea saw the highest plastic surgeries per 1,000 people, at 8.9 plastic surgeries per 1,000 people. This was followed by Argentina with 8.81 plastic surgeries and Brazil with 7.62 plastic surgeries!

Moreover, the Korean aesthetic market is projected to hit $8.53 billion by 2031, with foreign tourists coming to the country for the procedures. Some clinics in South Korea even claim that 70% of their clientele come from overseas!

What are they looking for, and why is it that South Korea can offer this to them?

💄❣ South Korea - A Cosmetic Haven

A large number of people visiting South Korea for aesthetic treatments come from Japan, China, and the US. They opt for both invasive procedures like liposuction, rhinoplasty, and tummy tuck and less invasive procedures like lasers and peels, anti-ageing treatments, and reduction in pigmentation.

One of the biggest reasons behind this surge is that South Korea offers top-notch technology for a smaller price. Procedures like skin tightening and Botox would cost around $3000 in Seoul, whereas in the US, the prices would be almost double.

Moreover, the South Korean government has made an active push to promote medical tourism. To this end, the government has been hosting wellness events, issuing special visas, and also giving tax refunds. They have even built up the district of Gangnam in Seoul as the hub for plastic surgery and skincare clinics.

There are now numerous agencies that specialise in medical tourism! These agencies recommend clinics based on the treatments you desire. There are also platforms that collate reviews and pricing of these clinics. They help the customer make an informed decision by providing them with comparisons on procedures, wait times, satisfaction levels, etc.

However, owing to the rise in popularity of cosmetic clinics, that very robust medical system is coming apart.

🔍 The Hidden Cost of Korea’s Beauty Boom

South Korea’s cosmetic industry may be thriving, but it comes at a cost. With only 2.6 doctors per 1,000 people—one of the lowest ratios among developed nations—the country’s healthcare system is under strain. Many doctors are opting for lucrative careers in cosmetic medicine, leaving essential medical fields understaffed and overburdened.

The rapid rise of aesthetic tourism has also led to a surge in unregulated clinics run by underqualified practitioners. In some cases, botched procedures have resulted in severe complications—even fatalities.

South Korea’s experience serves as both a success story and a cautionary tale. As India builds its reputation in medical and cosmetic tourism, can it learn from Korea’s challenges to strike the right balance between profitability and patient safety?

🤔 Is India the Next Big Name in Medical Tourism?

In its Medical Tourism Index for 2020-21, the Medical Tourism Association (MTA) ranked India 10th out of 46 countries. Last year, 7.3 million medical tourists arrived in India.

However, it’s not just the wellness industry in India that is going to see exponential growth. Like South Korea, India too is emerging as a hub for cosmetic and aesthetic treatments.

👍👀 Changing Face of Cosmetic Surgery

With Bollywood and social media setting beauty standards, demand for cosmetic procedures has surged. India’s aesthetic medicine market is currently valued at $1.62 billion and is expected to nearly double to $3.02 billion by 2029. In 2023, India contributed 7.4% of global aesthetic market revenue, and 9% of all cosmetic procedures performed in the country were for international clients.

So, what is India known for when it comes to aesthetic and cosmetic surgery?

As per the global survey conducted by The International Society of Aesthetic Plastic Surgery (ISAPS), India ranked second and third in rhinoplasty and liposuction surgeries. When it comes to non-surgical face rejuvenation, India takes 2nd position.

Yet, this burgeoning industry of medical tourism is not without its challenges.

🔻 Obstacles to Overcome

One major issue is the unregulated network of medical agents who connect international patients with hospitals. These agents help with paperwork, translations, and travel arrangements, earning significant commissions—sometimes up to a crore per year. However, the lack of regulation has led to fraudulent practices, price manipulation, and misleading claims, putting patients at risk.

Another challenge is the absence of a central governing body for medical tourism. Without a universal pricing system, patients often face inconsistent costs for similar procedures. Additionally, coordination between hospitals, airlines, and hotels is weak, making the overall experience less seamless for international visitors.

India also faces competition from other Asian countries like Malaysia, Thailand, and the aforementioned South Korea.

To counter some of these issues, the tourism board has proposed a few measures to increase the inflow of Medical Value Tourism (MVT) with a focus on wellness.

To boost Medical Value Tourism (MVT), India plans to introduce a dedicated MVT portal for easy access to hospital information, pricing, and accreditation. MVT desks at airports will streamline the entry process for medical tourists.

Regulating medical tourism service providers will improve transparency and prevent fraud. Additionally, cultural and language training for hospital staff will enhance patient experience, particularly for visitors from key regions like the Middle East, Africa, and Southeast Asia.