― Japan Leads as No.1 Market for Korean Medical Tourism, Blending Beauty and Health ―
Recently, Japan hosted a large-scale event that combined the worlds of Korean beauty and medical tourism — the “K-Beauty & Medical Fair 2025.”
Jointly organized by the Korea Tourism Organization (KTO) and the Ministry of Culture, Sports and Tourism, the fair took place in Tokyo (Oct. 25–26) and Osaka (Oct. 27–28), attracting tremendous attention from both the public and media.
🇰🇷 Japan: The No.1 Market for Korean Medical Tourists
In 2024, approximately 1.17 million foreign visitors traveled to Korea for medical purposes — among them, about 440,000 were Japanese, accounting for over 37% of the total and ranking Japan as the top medical tourism market.
Korea’s medical tourism industry has evolved beyond simple treatment into a comprehensive experience of beauty, health, and wellness.
This year’s fair aimed to expand beyond the traditionally popular dermatology-focused demand among Japanese visitors, introducing a wider range of fields such as plastic surgery, ophthalmology, and Korean traditional medicine (Hanbang).
The event also sought to create new demand in the male beauty sector, which has been rapidly growing in Japan.
🌸 “Update Yourself with a Trip to Korea” – The Tokyo Event
The Tokyo event, held near Tokyo Station, carried the slogan “Update Yourself with a Trip to Korea.”
Over 10,000 local visitors attended across two days, proving Japan’s strong interest in Korean beauty and medical tourism.
Japanese actress Kyoko Hasegawa was appointed as a Korea Tourism Honorary Ambassador during the event.
On stage, she shared her personal experiences traveling in Korea, saying,
“Korea is a country where you can always discover something new each time you visit.”
Her warm message received enthusiastic applause from fans, and the event quickly spread across Japanese social media.
💄 Influencers Share the Latest K-Beauty Trends
The stage was filled with popular beauty YouTubers (with over 1 million subscribers) and well-known comedy duos, who introduced the latest K-beauty trends and shared their personal experiences with Korean skincare and aesthetic treatments.
The fair also featured various hands-on experiences, including:
- 🩺 1:1 consultation booths with Korean medical institutions
- 💆♀️ Personal color, scalp, and skin analysis zones
- 🏝️ Korea tourism information and promotional booths
Visitors were able to gain firsthand experiences and visualize what a beauty- or wellness-centered trip to Korea could look like.
💼 Over 730 Business Meetings, Generating ₩1.9 Billion in Sales
In connection with the fair, KTO hosted a “Travel Mart” on October 24 at the Westin Tokyo Hotel.
A total of 31 organizations from both Korea and Japan’s medical, wellness, and tourism industries participated.
Within just three days, 730 business meetings were held, leading to an estimated ₩1.9 billion (approx. USD 1.4 million) in projected sales.
The results demonstrate that the fair was not only a consumer event but also a meaningful platform for real business success.
🧖♀️ Continuing the Excitement in Osaka
Following Tokyo’s success, the Osaka fair also drew great attention.
For local consumers interested in medical tourism, a seminar by Korean medical specialists was held, introducing advanced medical technologies and the latest aesthetic trends.
Additional programs included:
- Medical and wellness promotional booths
- Makeup talk shows inspired by personal color analysis
- Interactive photo zones
Together, these experiences allowed visitors to learn, engage, and enjoy Korean culture from multiple perspectives.
🌏 Korea’s Medical & Beauty Technology – A New Reason to Travel
Mr. Lee Dong-seok, Head of KTO’s Medical Wellness Team, stated:
“Korea’s medical excellence has built strong competitiveness in various aesthetic and wellness fields.
We will continue targeted marketing toward Japanese individual travelers,
promoting sustainable growth in both quality and quantity for Korea’s medical tourism sector.”
✨ Conclusion: From Treatment to Experience – The Evolution of Korea-Japan Medical Tourism
The “K-Beauty & Medical Fair 2025” was more than just a showcase of hospitals and clinics.
It marked a new chapter in positioning Korea as a destination for self-care and transformation.
By blending beauty, health, and travel, this event exemplifies a new form of “Hallyu (Korean Wave)” —
one that is set to further boost the popularity of Korean tourism among Japanese travelers.
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