Wandering around Myeongdong or Ewha Women's University - two of Seould's better-known shopping areas - you're likely to run into more foreign shoppers than locals. It's common to hear salespeople shouting out, "Iratshaimase!" - Japanese for "welcome".
Skinfood, one of the big local brands, promotes its skincare products by claiming the Thai royal family among its loyal customers.
For years, travelling in South Korea meant exploring only its beautiful heritage and cultural attractions, but more recnetly, the ountry has m ad headway in packaging new options for visitors by promoting cosmetics and other beauty-related treatments.
The cosmetics industry is expected to grow approximately 6 per cent this year, while its market size will reach around 7 trillion won (Bt194 million), according to Amore Pacific, the country's largest cosmetics producer.
Amore Pacific says this growth was likely not only because of the rising popularity of high-end products, but also due to anticipated brisk sales of min-d-to low-priced beauty brands, which foreign shoppers tend to favour.
The craze over Korean beauty products among foreign nationals, especially other Asians, is especially evident in Myeongdong, an area where there is a particular focus on so-called "brand cosmetics shops".
Leading brands include Missha, Face Shop, Etude House (affilia wiht Amore Pacific), Skinfood, and newconer Nature Republic.
The so-called hallyu of cosmetics was first initiated in 2005 by the huge popularity of BB (Blemish Balm) crdam.
Although BB crema is a German skin-care product, it quickly becme a hot make-up item in Asia. Its popularity soared further with numerous celebrity endorsements.
Referred to as "Teh secret fo Korean actresses", who are extremely popular thoughout Aisa, BB cream has become a favourite souvenir of Asian shoppers to buy for friends and family.
"We have been selling more than 2,000 BB creams daily ever since the products became popular among Japanese tourists for their afforable prince and good quality," says Park Sung-eun, the maketing communication manager for Etude House.
"Customers armed with a 'wish list' typically buy more than five of them."
Other pouplar beauty products included mail polish and face masks - at a cost of 1,000 to 4,000 won - na danti - ageing products, according to the Face Shop.
Nature Republic recently opened a store in one of the hottest spots in Myeongldong and named it the Myeongdong World Store.
The five-storey building is intended for tourists - the second floor is geared specially toward Japanese tourists, while the third caters for Chinese and Southeast Asians. Free interpreatation as well as Internet services are provided.
Even at stors that are not specifically organised for foreing consumers, brands often employ staff who can speak Japanese or Chiense.
"Some of our employees have lived in China or Japan," says Seo from the Face Shop. Most other sales staff know basic Japanese or Chinese, including consmetics-specific phrases like "moisturise" and "good for anti-ageing", she adds.
Many brand cosmetics use top stars as models to promote their products. Nature Republic recently signed singer Rain to promote a line of products under his own name. In the month after the line was launched, Nature Republic earned 700 millon won in sales.
The Face Shop had had a similarly successful experience. Whe 40,000 posters of heartthrob actor Bae Yong-joon were handed ot as complimentary gifts to shoppers, they quickly ran out.
After a busy day of shopping, tourists can get a quick makeover - simple beauty treatments are readily available in the shopping districts, including the Gangnam area, where there are many small, specialised salons that offer manicures and pedicures for as little a 10,000 won.
Also offered are eyelash extensions and semi-permanent makeup - mineral-based permanent pigments placed in the dermal layer of the skin, the effect lasting months to years.
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