From Spas to Herbal Clinics, K-Culture Wave Turns Korean Daily Life Into Tourist Hotspots

At one well-known 24-hour jjimjilbang in eastern Seoul, nearly half the customers on a recent Monday appeared to be foreigners. The sauna, styled after a traditional hanok, offers hot rooms, ice chambers and rest lounges where guests don the signature orange towels folded into “sheep heads.”

Visitors from Japan, Taiwan, Hong Kon,g and beyond lounged on heated floors, drank sweet rice punch, cracked roasted eggs, and streamed their experiences online. Videos of foreigners staying overnight in Korean saunas, trying scrubs and sampling snacks have gone viral on YouTube and TikTok. One popular clip boasting more than 7 million views tagged Korean exfoliation as the “best body care routine.”

Japanese tourist Nagisa, 32, said the experience differed from saunas at home: “It felt uniquely Korean, and overall very satisfying.”

Korean-style body scrubs — once an intimate, routine ritual — have become another sought-after attraction. Social media users describe feeling “like a newborn” after the intense exfoliation. Hashtags like #koreanscrub and #kbeauty now accompany countless before-and-after posts.

The K-Pop Demon Hunters effect has even extended to traditional medicine. Clinics report a surge in foreign patients, many from Japan and Southeast Asia, seeking acupuncture, cupping, and herbal remedies. Some say cost advantages over home markets add to the appeal.

At Seoul K-Medi Center in Dongdaemun, where herbal foot baths and massages are paired with photo zones styled after scenes from K-Pop Demon Hunters, American tour groups have become regulars. On a recent visit, elderly tourists soaked their feet in seasonal herbal baths, praising both the calming atmosphere and the Korean food that followed.

Center staff say weekend crowds can top 200 visitors a day, with most being foreigners.

For many tourists, these venues are less about luxury and more about authenticity. “It was the most relaxing 24 hours of my trip,” one American YouTuber wrote after staying overnight in a sauna.

What began as viral challenges and pop culture cameos is now reshaping Korea’s tourism industry, turning local rituals — from sauna snacks to herbal foot baths — into global attractions.

Source : http://koreabizwire.com/from-spas-to-herbal-clinics-k-culture-wave-turns-korean-daily-life-into-tourist-hotspots

Comprehension

What is a jjimjilbang, and what does the one in eastern Seoul look like?
What do customers wear on their heads in the jjimjilbang?
What foods and drinks do visitors often enjoy in the sauna?
Which countries did many of the foreign visitors in the article come from?
Why have jjimjilbangs and Korean scrubs become popular on social media?
What do people say they feel like after the Korean-style exfoliation?
What kinds of traditional medicine are foreign tourists also trying in Korea?
How have these wellness experiences changed Korea’s tourism industry?

Discussion

Have you ever been to a sauna or spa? What was your experience like?
Why do you think foreigners are so interested in jjimjilbangs and Korean scrubs?
Do you enjoy trying health or beauty routines from other cultures? Why or why not?
How does social media influence people’s travel choices today?
Do you think jjimjilbangs are more about health or more about relaxation?
What kinds of traditional health practices exist in your culture?
Would you like to try acupuncture, cupping, or herbal remedies? Why or why not?
How important is “authenticity” when tourists choose travel experiences?
Do you think pop culture (like K-pop or dramas) is the main reason for the boom in Korean wellness tourism?
What other aspects of Korean culture do you think could attract more tourists?

Vocabulary

Jjimjilbang – a Korean public bathhouse and sauna, often open 24 hours.
Exfoliation – removing dead skin cells from the body, often by scrubbing.
Authenticity – being real, true, or original.
Viral – something that spreads very quickly online.
Ritual – a traditional action or routine, often repeated.
Herbal remedies – natural medicine made from plants and herbs.
Cupping – a traditional therapy using heated cups on the skin to improve blood flow.
Wellness – the state of being healthy in body and mind.