This article is by Woo Ji-won and read by an artificial voice.
In recent years, Korea has become an increasingly popular choice for overseas patients seeking cosmetic and other medical treatments thanks to its advanced techniques and widely available medical services.
What many find confusing, however, is where to begin that journey: which clinic to choose, which surgeon to approach for a procedure or even how to book an appointment — particularly in a country with roughly 1,200 plastic surgery clinics.
That's when medical tourism agencies come in. From flight arrangements to clinic bookings and post-procedure care, these agencies make sure patients receive the treatments they want, and even more, often within a tight schedule.
"For our company, even shopping or light sightseeing are standard for surgery patients," said Eugenia Hwang, a general manager at a medical tourism agency Docfinderkorea. The agency even assists with much smaller tasks, including food delivery during a patient's stay in Korea. "Sometimes, this means finding halal meals, suitable options for vegetarians or vegans or simply foods that feel familiar and comforting during recovery."
The industry's rapid growth has even resulted in the coining of the term "medical tourism," referring to foreign travelers coming to Korea for beauty and other treatments and has been on the government agenda for years as a means to spur growth in tourism sector.
Many K-beauty followers come on tightly scheduled trips, opting for bundled packages that compress multiple procedures into just a few days — from treatments that take only minutes, such as Botox injections or skin boosters, to more involved operations like eyelid surgery or rhinoplasty.
During these short-term visits, it is often agency managers, as well as consultants and translators, who ensure the experience runs smoothly.
K-beauty's invisible brokers
Korean patients usually book directly with clinics, hopping from one to another in search of the right surgeon at a reasonable price. Many international visitors, however, first turn to medical tourism agencies, easily searchable online.
Medical tourism agencies help foreign patients plan and manage medical treatment abroad and are run by government-backed centers, such as the Medical Korea Info Center or private companies.
As of 2024, there were 1,195 plastic surgery clinics in Korea, up 20.6 percent from 991 in 2019, according to data by Rep. Kim Mi-ae from the Health Insurance Review and Assessment Service. The number of dermatology clinics also rose by 11.8 percent over the same period.
For most overseas patients using the agencies, the process begins online.
Initial contact typically takes place through messaging platforms or email, where online consultations allow agency managers to identify patient's concerns, help in finding suitable clinics for desired procedures and gather recommendations and pricing quotes.
Once a patient decides to move forward, the manager schedules consultations and surgeries, explains recovery timelines and helps with travel preparation, including hotel bookings and visa-related guidance.
"They are not living in Korea, so they need to plan to their whole journey," said Maiya Kogay, who has spent seven years working across K-beauty industry both at agencies and clinics. "That's why the online consultation is an important part."
When the patient arrives in Korea, "the role becomes much more hands-on," said Hwang.
Managers typically meet patients at the airport and, from that point on, become inseparable companions, accompanying them to every clinic visit. "During consultations, the manager ensures that both the doctor and the patient fully understand each other, particularly when discussing expectations, limitations and surgical plans."
Support continues after surgery, with managers soothing post-op worries, delivering care kits and medications and escorting patients to every follow-up visit. "This level of support can be especiall...
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