[Anchor]

With foreign tourist arrivals in South Korea surpassing 15 million this year, tourism-related spending is also surging. Driven in particular by the K-beauty craze, an increasing number of foreign visitors are directly experiencing and purchasing domestic cosmetics and beauty devices.

Reporter Song In-ho has the story.

[Reporter]

A bus carrying foreign tourists stops in front of a building in Goyang, Gyeonggi Province.

The destination is none other than a K-beauty experience center.

After receiving a 30-minute facial care session using laser beauty devices installed in each room, visitors apply facial masks and comfortably sit to listen to explanations about the device's main features and effectiveness.

[Lia / Indonesian Tourist: Before the experience, my skin condition wasn't very good, but after trying the device and receiving facial care, I feel very refreshed. The effects appeared immediately.]

Around 200 visitors on average visit this place every day.

Most of them are tourists from Asian regions such as China, Singapore, and Indonesia, with reservations flooding in through travel agencies recently.

[Choi Min-hyuk / Head of Retail Business Division at Lameditec: Because they experience it firsthand and immediately feel the changes and direct effects on their skin, it exerts a much more positive influence on actual purchases.]

Experience stores have also emerged that diagnose skin conditions using artificial intelligence (AI) and recommend various cosmetics tailored to each skin type.

[Skin Consultant: Your skin type is normal, and your condition is good. However, it is recommended to provide a little extra moisture and control oil (sebum).]

Most of the people receiving skin consultations and directly experiencing cosmetics and beauty devices are foreigners.

This naturally leads to an increase in sales of related products.

[Park Dayoung / Public Relations Officer at CJ OliveYoung: Foreigners who receive recommendations for devices or basic cosmetics suited to their skin types are purchasing not only beauty devices but also a wide range of related basic skincare products.]

From the beginning of this year through August, foreign tourists entering the country through airports and ports reached a record high of 15 million.

Amid the global K-beauty craze, fierce competition is underway to captivate these visitors not only abroad but also at home.

(Photo: Lim Dong-guk | Video Editing: Wi Won-yang)