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
Netflix’s biggest movie ever isn’t a Hollywood blockbuster—it’s 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 views worldwide so far, making it the platform’s most-watched film of all time. Its cultural impact has been massive: the Empire State Building even lit up in gold, synchronized to the film’s chart-topping soundtrack, to celebrate the phenomenon.
And the influence doesn’t 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 aren’t just exports anymore- they’re pulling people directly to Korea’s 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 you’ll 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 Seoul’s famous beauty districts, visiting dermatologist-led clinics and flagship stores that offer personalized consultations and treatments. It’s 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 they’ve become global bestsellers thanks to K-Pop idols who wear them on stage and off. The “glass skin” look, dewy and radiant, has inspired countless tutorials across TikTok and Instagram.
Celebrities like BLACKPINK’s 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 visitors 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 Trend—A 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 “glass skin” to the glow of the Empire State Building honoring K-Pop heroines, Korea’s influence is everywhere. And for those seeking both culture and adventure, there’s never been a better time to follow the Korean Wave all the way to Seoul.
Christianne Klein is an Emmy® and Edward R. Murrow Award-winning journalist, travel and lifestyle expert, and founder of FoodFamilyTravel.com.
For more tips, trends, and travel inspiration, be sure to follow FoodFamilyTravel.com on social
Instagram: @food.family.travel
Tiktok: @FoodFamilyTravel
