What are the shopping trends and characteristics of K-pharmaceuticals
Foreign tourists prefer therapeutic ‘cosmeceutical’ products, such as acne treatments and scar ointments, at Korean pharmacies, suggesting that K-beauty is expanding from ‘products’ to ‘experiences.’Large pharmacies are designed so that customers can carry their own shopping baskets and select the products they want, making shopping convenient even for foreigners with language barriers.Functional products or certain over-the-counter medications are often hard to find in regular H&B stores, so people tend to buy them there.Major pharmacy chains in popular tourist destinations such as Myeongdong, Hongdae, and Seongsu are at the center of this trend, with pharmacies accounting for a significant share of medical payments to foreigners in June 2026.
However, most were concentrated in the plastic surgery, dermatology, and general trend shopping areas, and there were complaints about the inconvenience caused by operating hour restrictions. Therefore, Mimi Farm (4th floor, Mimi Line Building), located in Dongdaemun (DDP) with excellent subway access connecting Gangnam and Gangbuk, is easily reachable from traditional classic experience hubs like Insadong and Gwanghwamun and is situated in the heart of the apparel and accessories district.
Mimi Line has already attracted influencer and international visitors, and Mimi Farm on the fourth floor offers a variety of shopping options and 24-hour services.
Additionally, all shopping products are available as duty-free.
SAM KIM
US ASIA JOURNAL
