Ale Anjos, a Brazilian content creator with over 470,000 followers, is no stranger to Korea’s medical and cosmetic industry. However, during a recent visit, she was struck by the sophistication of the country’s plastic surgery diagnostics. Anjos shared her experience with *The Korea Times*, describing a 3D face scan that analyzed her skin, predicted aging patterns, and assessed her skin’s biological age. “You can see every detail of your skin. It was really impressive,” she said, adding that the scan revealed both the good and bad spots on her skin, as well as when she was likely to age. “At least for me, I had good results,” she noted.
Anjos was among 150 social media influencers from around the world who gathered in Seoul for the 2025 Medicon Festival. The event, held on Wednesday, showcased Korea’s advanced cosmetic procedures and plastic surgery industry, emphasizing the country’s growing role in global medical tourism.
Now in its second year, the festival highlighted the expanding medical tourism sector, with a focus on beauty-related treatments. Kim Jin-kuk, president of the Korea Medical Tour Promotion Association and the event’s organizer, described the industry as a new economic growth engine for Korea. He also emphasized the role of social media influencers in promoting Korea’s medical tourism.
Kim shared an anecdote that illustrated the power of influencers in attracting international patients. He recalled how a French influencer who had undergone a procedure at a Korean hospital shared her positive experience online, leading to a surge in French patients. “That made me realize the power of social media in promoting medical tourism, and it inspired us to launch this festival,” he said.
Korea’s medical tourism industry is seeing rapid growth. In 2024, more than 1.17 million foreign patients visited the country for treatment, marking the highest number since Seoul launched its medical tourism initiative in 2009. Among these, 56.6 percent sought dermatological care, while 11.4 percent opted for plastic surgery, reflecting the global demand for Korean aesthetic procedures.
Russian content creator Julia spoke to the festival’s international appeal, noting that Korean plastic surgery is particularly popular in Russia. “It’s one of the first things people think of when they hear about Korea,” she said. “Many Russians trust Korean doctors and come here specifically for cosmetic procedures.”
Julia also addressed a common concern from her followers about the pain associated with skin treatments. “But now, 90 percent of procedures don’t hurt at all,” she explained. “The technology is improving and becoming less painful, especially in Korea.”
The event also offered content creators an opportunity to explore the latest in Korean beauty innovations. Hanna Lew, who creates content about Korean beauty in both Korean and Spanish, was impressed by the variety of aesthetic products on display, particularly in dental care. “Since Korean beauty trends are so popular now, I often get questions about which brands or products to recommend,” Lew said. “Many people come to Korea hoping to enhance their appearance but aren’t sure which procedures to choose. I think there’s a lack of accessible information, so I’d love to use what I’ve learned here to create more helpful content.”
The 2025 Medicon Festival underscored Korea’s growing status as a global hub for medical tourism, particularly in the realm of cosmetic procedures.
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