The urban landscape of Seoul, particularly in areas like Myeong-dong, Jung-gu, which has long been celebrated as a premier tourist destination in Korea, is currently experiencing a profound transformation. This renowned district is now drawing comparisons to Jongno, historically known as “Pharmaceutical Street,” signaling a significant shift in its commercial identity. As of the first half of 2026, approximately 40 pharmacies are actively operating across Myeong-dong and Eulji-ro in Seoul. These establishments span a diverse range, from smaller community pharmacies to extensive drug store-type outlets and even large-scale pharmaceutical retail centers. It is no longer uncommon to encounter international visitors in Myeong-dong who are actively exploring pharmacies alongside their shopping for cosmetics, apparel, sports brands, and culinary experiences. This evolving trend of “Korean pharmacy shopping” targeting foreign tourists is not confined to Myeong-dong; it is progressively emerging in other prominent tourism commercial districts, including Seongsu and Gangnam, solidifying Korea’s position as an innovative healthcare destination.

Surging International Patient Spending in Healthcare

Recent analyses of foreign credit card payment data, conducted by the Korea Tourism Organization’s Korea Tourism Data Lab, unequivocally demonstrate an unprecedented surge in foreign tourists’ expenditures on pharmacies and health foods. Between January and September 2025, international visitors to Korea allocated a substantial KRW 1.4285 trillion towards hospitals and pharmacies. This figure represents an impressive increase of approximately 68% compared to the KRW 848 billion spent during the corresponding period in the previous year. Notably, pharmacies alone constituted 6.2% of the total consumption by foreign tourists across various medical departments, highlighting their growing importance in the cross-border healthcare ecosystem. This data underscores a critical insight: pharmacies in Korea have transcended their traditional role as mere prescription dispensing points, firmly establishing themselves as pivotal “health & beauty (H&B) shopping hubs” for international patients and wellness tourism enthusiasts. From a strategic perspective, this shift redefines the patient travel experience, integrating health-related purchases seamlessly into broader tourism activities.

Indeed, a new paradigm for “Korean shopping tourism” has emerged among foreign visitors, advocating that while color cosmetics are best acquired from comprehensive lifestyle retailers like Olive Young, essential functional products should be sourced directly from pharmacies. This evolving consumer behavior is driving an expansion of spending, moving beyond K-beauty-centric consumption to encompass health functional foods, hygiene and healthcare products, and an array of relaxing goods. This phenomenon is closely intertwined with the broader trends of medical tourism and the enduring appeal of Korean beauty brands, signaling a holistic approach to global healthcare and personal wellness.

The Rise of Large-Scale Pharmaceutical Retail

A particularly notable development in the pharmaceutical retail sector is the advent of warehouse-type pharmacies, which have quickly become a significant talking point within the industry. This trend began with the establishment of the Mega Factory Pharmacy in Seongnam-si, Gyeonggi-do, in June 2025. Since then, numerous large-format pharmacies, spanning 150-300 pyeong, have proliferated in urban centers and near major transportation hubs. Prominent examples include the Geumcheon Mega Factory, Yongsan Medi Kingdom, and Gwanak Mega Lounge. These expansive pharmacies typically stock thousands of medicinal products and operate on a self-shopping (mart-type) model, where consumers utilize shopping baskets and carts. This innovative approach allows consumers to leisurely browse and compare various brands of both prescription and non-prescription drugs, evaluating their efficacy and price points, all while having access to professional consultation and medication guidance from on-site pharmacists. This model enhances the patient travel experience by offering convenience and a wide selection, elevating Korea’s profile as a leading healthcare destination.

While establishments such as Geumcheon Mega Factory and Yongsan Medi Kingdom also provide prescription dispensing services, the proliferation of these warehouse-type pharmacies has sparked considerable debate. Although these large-scale operations comply with the Pharmaceutical Affairs Act, concerns have been voiced regarding the potential for drug misuse. Additionally, there has been notable resistance from existing smaller pharmacies, who express apprehension about market conflicts and the perceived erosion of the public utility aspect of traditional pharmacies. In our expert opinion, these concerns, while valid, must be weighed against the evolving demands of both local consumers and international patients seeking comprehensive healthcare solutions.

Despite these reservations, the emergence of these more “life-friendly” pharmacies is undeniably reshaping consumer engagement with pharmaceutical services. The rapid expansion of brand-type pharmacies underscores a critical need for strategic initiatives that foster coexistence with smaller, independent pharmacies. This challenge represents a significant strategic consideration for policymakers and industry stakeholders alike, ensuring that innovation in pharmaceutical retail benefits all participants in the global healthcare landscape.

Innovating the Pharmacy Experience: The OWM Model

Another groundbreaking brand frequently cited as a novel pharmacy model is the Optima Wellness Museum (OWM) Pharmacy. Since its inaugural Gangnam branch opening in September 2025, OWM Pharmacy has garnered considerable attention. Following the successful launches of its Jonggak, Seohyeon (in Bundang), Itaewon, and most recently, Seongsu branches, industry observers are keen to assess whether OWM Pharmacy can firmly establish itself as a fresh lifestyle destination within Korea’s major commercial districts. This strategic expansion signals a clear intent to capture a significant share of the wellness tourism market.

OWM Pharmacy offers a meticulously curated selection of products, encompassing medicines, health functional foods, and an array of beauty and lifestyle items, all organized by category. The branches also feature dynamic pop-up zones, showcasing collaborations with diverse brands, which significantly enhances the patient travel experience. While these establishments do not dispense prescriptions, certain branches leverage AI analysis to recommend health functional foods specifically tailored to visitors’ needs. This innovative approach positions OWM as more than just a retail space; it presents a novel model for acquiring information and engaging in experiential wellness through a museum-concept pharmacy, directly appealing to international patients seeking a holistic approach to health.

Perhaps the most compelling aspect of OWM Pharmacy is its exceptional utilization of space. The interior design, characterized by warm wood tones and thoughtful lighting, dramatically differentiates it from conventional pharmacies. This aesthetic choice cultivates an inviting atmosphere, enhancing the quality of care perception. Furthermore, the clear, symptom-based categorization of medicines, prominently displayed on wall tables, allows visitors to easily identify products for ailments such as fever, anti-inflammatory pain, menstrual discomfort, muscle pain, allergies, general colds, oriental medicine-based cold remedies, sniffles, and throat colds. This intuitive organization streamlines the shopping experience for both local patrons and international patients.

Beyond pharmaceutical products, OWM Pharmacy extends its brand identity through OWM-branded merchandise, including clothing (hats, tops) and bags. These offerings reinforce the concept of OWM as a space dedicated to showcasing and experiencing wellness and lifestyle, transcending the traditional functional boundaries of a pharmacy. A standout feature, captivating both domestic and international visitors, is the “self-health measurement service” space available in select branches, including the flagship Gangnam location. This service provides a comprehensive diagnostic overview of one’s physical condition, measuring indicators such as stress index, blood pressure, grip strength, body composition, and skin condition, with results conveniently transmitted via SNS messages or dedicated applications. This innovative service positions OWM as a comprehensive healthcare destination.

OWM Pharmacy’s commitment to reflecting the unique characteristics of each branch’s locale is also commendable. For instance, the Gangnam branch, frequently visited by international patients, incorporates an outdoor terrace space, while the Itaewon branch offers convenient locker room services, both designed to cater to the needs of travelers. Furthermore, a concerted effort to attract and serve foreign customers is evident, with most employees, including resident pharmacists, proficiently providing services in English and Japanese. This multilingual capability significantly enhances the international patient care experience, solidifying Korea’s reputation in medical tourism.

Leveraging Technology for Enhanced International Patient Care

As the demand for both medical tourism and pharmacy tourism continues to escalate, so too does the imperative for improved accessibility to services. In a significant technological advancement, KTP, a prominent tourism fintech company, recently unveiled “MediQR.” This innovative solution is a foreign purchasing helper specifically designed for pharmacies, integrating cutting-edge AI and big data technologies. MediQR is tailored to the consumption behaviors of modern tourists, who are accustomed to leveraging smartphone-based information retrieval. International customers can instantly access a dedicated webpage by simply scanning a QR code provided within the pharmacy, eliminating the need to download a separate application. This streamlined process allows customers to scan product barcodes or QR codes with their smartphones to view comprehensive information on efficacy, dosage, and precautions in their native language, all in real time. Moreover, the platform facilitates direct purchases and even tax refund requests, significantly enhancing the convenience and quality of care for international patients engaging in cross-border healthcare.

The Evolution of Wellness Retail: Olive Young’s Strategic Move

Olive Young, a trailblazer in Korea’s H&B store landscape, has strategically inaugurated specialized stores specifically addressing the burgeoning “wellness demand.” Wellness, defined as a lifestyle dedicated to achieving a harmonious balance between body and mind, has unequivocally emerged as a pivotal growth pillar in the global retail market. The post-COVID-19 era has seen a pronounced increase in interest surrounding “self-care” and “mind health,” prompting major international retailers to expand their “wellness retail” footprints, integrating beauty and health offerings within exclusive store formats. This strategic pivot by Olive Young positions Korea as a leader in wellness tourism.

At the heart of this initiative is “Oliveber,” a meticulously designed retail space drawing upon Olive Young’s extensive online and offline customer data assets, coupled with its profound expertise in product and category curation. Oliveber systematically categorizes products for consumers pursuing a ‘Healthy Pleasure’ lifestyle, focusing on key areas such as eating habits, exercise, inner beauty, sleep, and mental health. These categories include:

  • Eat well: Featuring inner beauty foods, healthy snacks, and related items.
  • Fill well: Encompassing nutritional supplements and similar products.
  • Move well: Offering supplements and exercise supplies.
  • Take good care: Including aromatherapy and dermacosmetics.
  • Rest well: Providing sleeping aids and herbal teas.
  • Take good care of well: Focusing on oral and hygiene products.

Olive Barrer’s inaugural brick-and-mortar store strategically opened in Gwanghwamun, a prominent business district in Gangbuk, Seoul. This location was chosen due to its substantial floating population of office workers and its rich infrastructure for health care, including numerous yoga and fitness centers. The expansive 130-pyeong, double-story store presents an impressive array of over 500 brands and 3,000 distinct wellness products. The first floor is dedicated to promoting “simpleness,” enabling individuals to effortlessly integrate wellness practices into their busy daily routines. This includes offerings such as salads, high-protein convenience foods, nutritional supplements, and health functional foods tailored to individual needs, reinforcing the concept of accessible health tourism.

Ascending to the second floor, visitors discover a space crafted to propose a comprehensive wellness routine. This level specializes in showcasing a diverse range of wellness products, including light wheat options, health snacks, health functional foods, and inner beauty solutions, alongside slimming and sleep beauty (sleep health) products, all framed by the perspective that daily “eating” is a fundamental component of wellness. Furthermore, the second floor features caffeine substitute beverages like teas and alternative coffees, as well as products designed to enhance sleep quality, such as aromatherapy, specialized lighting, and pajamas. For customers who engage in regular exercise and require night care, the store offers energy gels and various sports-related products. From a strategic viewpoint, this comprehensive curation positions Oliveber as a premier healthcare destination for those prioritizing an integrated approach to wellness.

Olive Barrer is poised to further solidify its position as a leading K-wellness distribution platform, following in the footsteps of K-beauty’s global success. This expansion strategy includes the introduction of Olive Young N Sungsu pop-up spaces, building upon the foundations laid by its Gwanghwamun and Gangnam branches. This move signifies a clear commitment to expanding Korea’s influence in global healthcare and wellness tourism.

The Bottom Line

The evolving landscape of pharmacies and wellness retail in Korea signifies a transformative period for the nation’s medical and health tourism sectors. Several key takeaways underscore this dynamic shift:

  1. Pharmacies as Wellness Hubs: Korean pharmacies are no longer solely focused on prescriptions; they have become comprehensive health and beauty shopping destinations, attracting international patients with a wide array of functional products and personalized services.
  2. Data-Driven Growth: Significant growth in foreign tourist spending on health-related products and services highlights Korea’s burgeoning appeal as a cross-border healthcare destination, driven by a perception of quality of care and diverse offerings.
  3. Innovative Retail Models: The emergence of warehouse-type pharmacies and experiential models like OWM Pharmacy demonstrates a strategic response to evolving consumer demands, offering convenience, variety, and a holistic wellness experience tailored for patient travel.
  4. Technological Integration: Solutions such as MediQR are revolutionizing international patient care by leveraging AI and big data to provide real-time, multilingual product information, purchasing, and tax refund services, thereby streamlining the health tourism journey.
  5. Holistic Wellness Ecosystem: Major retailers like Olive Young are expanding into comprehensive wellness retail, creating dedicated spaces like Oliveber that integrate beauty, health, and lifestyle products, positioning Korea at the forefront of global healthcare and wellness tourism.

These developments collectively indicate that Korea is strategically cultivating an advanced ecosystem for health and medical tourism, catering to the increasingly sophisticated needs of international patients and wellness travelers seeking high-quality, integrated healthcare experiences.

[Reporter Lee Seung-yeon] [Photo by Maekyung DB, CJ Newsroom, Lee Seung-yeon] [This article is about Mail Business City Life No. 1025 (26.04.14)] The news signal for this article was referred from: https://www.mk.co.kr/en/culture/12015416