Face of a Nation: Plastic Surgery and Medical Tourism in Korea

  CONTEXT

South Korea has gained global attention as a leading destination for medical tourism, especially in the field of plastic and cosmetic surgery. With world-class doctors, cutting-edge technology, and affordable prices, thousands of international visitors—especially from China, Japan, Southeast Asia, and even the Middle East and the US—travel to Korea for procedures. This trend is not only shaping individual appearances but also influencing Korea’s tourism economy and global image.

INTERESTING FACTS

• South Korea has the world’s highest number of plastic surgery procedures per capita. According to the International Society of Aesthetic Plastic Surgery, over 1 million procedures are performed annually.

• Seoul’s Gangnam district is home to hundreds of clinics. Streets like Apgujeong Rodeo are packed with multilingual signs, beauty consultants, and luxurious recovery hotels that cater specifically to international patients.

• Some travel agencies offer full packages that include airport pickup, surgery, interpretation services, hotel stays, and post-surgery recovery tours. These packages are often marketed with the slogan “Transform your life in Korea.”

• The popularity of Korean celebrities with idealized facial features has contributed to a boom in procedures like double eyelid surgery, jaw reshaping, and rhinoplasty. Fans often request to “look like their favorite idol.”

• The Korean government actively promotes medical tourism as part of its soft power strategy. In 2023 alone, over 180,000 foreign patients visited for beauty-related treatments, according to Korea Health Industry Development Institute (KHIDI).

• Despite the success, critics question whether this industry reinforces unrealistic beauty standards, psychological pressure, and even body dysmorphia—especially among youth.

REFLECTION/QUESTIONS FOR DEBATE

1. Is it empowering for people to alter their appearance through surgery, or does it reflect deeper social pressure and conformity?

2. Can a nation promote health tourism while still protecting people from the psychological risks associated with beauty obsession?

BIBLIOGRAPHY/ RECOMMENDED RESOURCES

• Holliday, R., Cheung, O., Cho, J.H. & Bell, D. (2017). Trading faces: The ‘Korean Look’ and medical nationalism in South Korean cosmetic surgery tourism. Scientific article. https://doi/10.1111/apv.12154