South Korea is Having a Moment: From Skincare and Beauty Trends to KPop Demon Hunters, Korea is Shaping Global Culture
- Christianne Klein
- Sep 3, 2025
- 3 min read
Netflixās biggest movie ever isnāt a Hollywood blockbusterāitās a global sensation born from the latest Korean Wave. KPop Demon Hunters, the animated adventure about a girl group who moonlight as demon slayers, has racked up 236 million viewsĀ worldwide so far, making it the platformās most-watched film of all time. Its cultural impact has been massive: the Empire State Building even lit up in gold, synchronized to the filmās chart-topping soundtrack, to celebrate the phenomenon.
And the influence doesnāt stop on screen. I personally know people who have made pilgrimages to South Korea because of this cultural wave- one friend traveled to Seoul specifically for advanced beauty treatments, while another went for the ultimate K-Pop fan experience. Beauty and entertainment arenāt just exports anymore- theyāre pulling people directly to Koreaās doorstep.
The Glow That Started It All: K-Beauty as a Global Standard
Ask any skincare enthusiast where the most innovative products come from, and youāll likely hear the same answer: South Korea. K-Beauty transformed the way the world thinks about skin, introducing multi-step routines, sheet masks, fermented essences, and advanced ingredients like snail mucin and ginseng. I have multiple products from the region in my skincare regimen, and I'm not alone.
The numbers back it up- the global K-Beauty market is projected to reach nearly $22 billion by 2026, making South Korea one of the largest beauty exporters in the world. Travelers increasingly plan their itineraries around Seoulās famous beauty districts, visiting dermatologist-led clinics and flagship stores that offer personalized consultations and treatments. Itās not uncommon for beauty tourists to spend thousands on exclusive skincare rituals during a single visit.
Lip Tints and Glass Skin: Makeup with a K-Pop Edge
If skincare put Korea on the map, makeup made it pop. Lip tints- lightweight, long-lasting, and vibrant- are a staple in Korean beauty bags, and theyāve become global bestsellers thanks to K-Pop idols who wear them on stage and off. The āglass skinā look, dewy and radiant, has inspired countless tutorials across TikTok and Instagram.
Celebrities like BLACKPINKās Jennie have turned simple lipstick launches into sellout events, proving that when K-Pop meets K-Beauty, trends travel faster than ever.
Traveling the Korean Wave
All of this cultural momentum has transformed South Korea into a must-visit destination. The Korean Wave, or Hallyu, has been driving tourism for decades, but recent years have seen explosive growth. More than 11 million international visitorsĀ traveled to South Korea in 2023 alone, many of them drawn by beauty tourism, K-Pop concerts, drama filming locations, and cultural festivals.
Visitors can wander the chic streets of Gangnam for luxury skincare, book spa treatments that feel like futuristic science labs, or take K-Pop tours that include studio visits and performance halls. Some travelers even plan entire itineraries around concerts, museums, and filming spots from their favorite shows.
More Than a TrendāA Global Cultural Blueprint
South Korea has become a model for how culture, beauty, and entertainment can drive tourism. What began with innovative skincare products now spans blockbuster films, global fashion, and immersive travel experiences.
From the glow of āglass skinā to the glow of the Empire State Building honoring K-Pop heroines, Koreaās influence is everywhere. And for those seeking both culture and adventure, thereās never been a better time to follow the Korean Wave all the way to Seoul.
Christianne Klein is an EmmyĀ® and Edward R. Murrow Award-winning journalist, travel and lifestyle expert, and founder of FoodFamilyTravel.com.
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