Skin Treatments
Do aesthetic goals vary by country? Skin procedures in Korea, China, Japan, and Southeast Asia
Dermatology clinics in Seoul, especially Gangnam, receive bookings from Japanese, Chinese, Thai and other foreign tourists every day. They commonly share a strong interest in K-pop or Korean culture, often visiting because ‘an idol goes there’ or ‘I watched a Korean YouTuber's video.’
K-skin tours are growing around the ‘beauty belt’ of Gangnam, Sinsa and Apgujeong. The spread of Korean-wave content brings patients in; at some clinics, foreigners account for more than half of all patients. Korean clinics are responding with global packages and more tailored medical-tourism services.
Interestingly, beauty ideals and procedure trends differ by patients' countries and regions. The following summarizes preferences observed in practice; they can vary greatly with individual skin condition and taste.
Korea, China, Japan, Thailand, Vietnam… What are each country's skin trends?
1. Korea: a small, defined face plus contour lifting. A small face, balanced features and clear skin remain beauty standards. A shape with dimensional front cheeks and a neat jawline, like IVE's Jang Wonyoung, along with blemish-free, clear, luminous texture, is an aspirational image. Accordingly, demand is high for lifting such as Ultherapy and InMode, lasers for spots and redness, and Thermage. Combinations targeting both the V-line and luminous texture are common.
2. China: a striking impression and a full face. Large, open-looking eyes and volume in the forehead and temples are preferred. Interest in physiognomic ideals such as an ‘auspicious face’ makes temple and forehead fillers and mole removal popular. Faces combining a strong impression with cuteness, like (G)I-DLE's Yuqi, are cited as ideals. A preference for bright, even tone also generates demand for tone-up lasers and brightening injections.
3. Japan: a pure impression and translucent skin. Gentle, charming images like TWICE's Sana and IVE's Rei are preferred. Alongside small, neat features, translucent texture matters. Consistent hydration and elasticity care receive more attention than lifting, often combining Rejuran, Super Miracle hydration injections and brightening injections for natural watery radiance. Geographic proximity also means many repeat trips combining shopping and procedures.
4. Thailand: brightly glowing ‘glow skin’ leads. Whitening and radiance are the keywords. The trend is not simply whiteness but luminous skin with visible texture and a dewy sheen. Rejuran, Shining Rejuran, Baby Collagen and Silky Pore injections that smooth texture and revive natural luster are popular. Recently, attention has shifted clearly toward texture rather than tone, sometimes with regular glow-focused lasers added.
5. Vietnam and Indonesia: youthful faces plus defined contours. Interest is strong in a Korean-style youthful face and dimensional contours. Ultherapy, InMode and thread lifting for a V-line are popular, as are lasers for melasma, pigmentation and brightening. Some clients from these regions have thick, resilient skin, and combine device-based lifting with sebum and pore care. However, effects and suitability depend on individual skin type and condition.