Janell Ng from New Zealand is getting her hair achieved in a hair salon in Gangnam-gu, Seoul. (The Korea Herald/ Choi Jeong-yoon)
Twenty-eight-year-old Janell Ng from New Zealand, who’s visiting Korea along with her household, is aware of her precedence. Their first cease is a hair salon in Gangnam-gu, Seoul, the place every member of the family hopes to expertise a stylish Korean-style makeover.
“It is our first time visiting Korea. We’re right here for per week, and the very first thing on the itinerary is to get our hair achieved at a Korean hair salon,” she mentioned whereas having her hair permed at Suin Fashion Hair and Spa in Samseongdong, southern Seoul.
The Ng household isn’t alone. The salon says it sees over 180 international nationwide clients every month.
“After COVID-19, there was a dramatic hike within the variety of international clients in the previous few months. With rising demand, we have now all of the menus in English and the hair designers study several types of hair because the races of shoppers have gotten extra numerous,” mentioned Steven, a hair designer who has been within the magnificence trade for over a decade.
The record of costs for cuts, perms, dying, extensions and different hair therapies is written in English to accommodate English-speaking clients. (The Korea Herald/ Choi Jeong-yoon)
Indicators of Suin Fashion Hair&Spa written in English. (The Korea Herald/ Choi Jeong-yoon)
“Prior to now, there have been generally clients from China and Japan. That has expanded to international locations like Singapore, Hong Kong, European international locations akin to the UK, France and Germany, even Saudi Arabia and Tunisia.”
Steven of Suin Fashion Hair attributes this to the elevated recognition of Korean tradition, akin to Okay-pop and Korean movies and collection.
“Prior to now, the Korean hair strategies or trade was not well-known all over the world. Japan was robust in that half. However now, because of numerous platforms and Okay-culture, the wonder tradition has garnered consideration, which may be very inspiring to me.”
Lifetime of Koreans, a tradition
Joanna from Poland, who was bulk shopping for numerous magnificence merchandise at a store in Gwanghwamun, like Janell, was drawn to the pattern of experiencing Korea via magnificence therapies. Joanna emphasised how immersive it felt to participate in a neighborhood magnificence routine she noticed as integral to Korean every day life.
Apart from Korea’s mouthwatering cuisines and wealthy tradition and historical past, merely experiencing the on a regular basis lives of Koreans is garnering consideration with a brand new idea Koreans name “Dailycation,” a mix of “every day” and “trip.” The pattern is quick turning into one of the crucial compelling causes international vacationers go to Korea.
Joanna from Poland seems to be at face masks at a magnificence product retailer in Gwangwhamun, Seoul. (The Korea Herald/ Choi Jeong-yoon)
Whereas magnificence experiences are main the cost, Dailycation encompasses far more. Many vacationers are eating like locals, experiencing meals supply companies or visiting selfie studios to seize recollections in a uniquely Korean method.
Based on Creatrip, the preferred meals classes for international vacationers this 12 months have been hen (22 p.c), cafes and desserts (17 p.c), and soybean crab dishes (16 p.c). A novel twist in these eating habits is that international guests typically select supply over eating in, mimicking what number of Koreans take pleasure in their meals at dwelling.
Picture studios have additionally grow to be more and more common, with extra vacationers choosing high-quality, retouched pictures that replicate the polished aesthetic of Korean tradition. This shift from outside snapshots in conventional hanbok to indoor studio periods highlights how international guests are drawn to having fun with photograph periods the way in which younger Koreans do.
Dramas come to life
“It is like I am residing within the Okay-drama,” Paula from Spain instructed The Korea Herald.
“I watch many Korean drama collection and the streets and cafes that I visited for the previous few days are similar to those within the drama. It feels just like the dramas got here to life, or me within the drama,” Paula chuckled.
Starting from having fun with “chimaek,” a time period combining the Korean phrases for fried hen and beer, at Han River, attempting out snacks and beer on the tables exterior a comfort retailer, to taking selfies at a photograph sales space, vacationers partake within the elements of Korean life they’ve seen Koreans having fun with in media.
Vacationers stroll in Myeongdong, Jung-gu, Seoul. (The Korea Herald/ Choi Jeong-yoon)
Magnificence outlets have grow to be one of the crucial common elements of this pattern, with salons and wonder clinics catering to international vacationers on an enormous scale.
Based on latest analysis by tour platform Creatrip, which helps vacationers create Korean-style journeys, among the many platform’s 186 p.c elevated total transaction worth, the most important take got here from hair salons, which ranked first on the record.
Magnificence salons, particularly hair salons, have grow to be the most well liked locations inside the Dailycation expertise. In reality, Creatrip revealed that the hair salon class grew by 382 p.c year-on-year by way of transactions on the platform, and is now the preferred service amongst international vacationers. Private colour consultations, which have grow to be a staple in Korean magnificence tradition, additionally contributed considerably to this rise, with vacationers desperate to embrace these personalised companies.
Many guests use these magnificence companies as a gateway to understanding Korean tradition and magnificence. Whether or not it’s a dramatic Okay-pop-inspired makeover or an on a regular basis native coiffure, these experiences supply a deeper reference to the tradition than conventional sightseeing would possibly.
Screenshot from YouTuber Rhuthshana’s video the place she says she flew to Korea simply to get an expert private colour evaluation
A World Phenomenon
The Dailycation pattern isn’t simply restricted to a handful of nationalities. Vacationers from everywhere in the world are embracing it. Within the first half of 2024, the very best variety of transactions on Creatrip got here from Taiwan, america, Hong Kong and Japan. Specifically, American vacationers have proven exceptional curiosity in hair salons and wonder therapies, with transactions rising by 522 p.c year-on-year.
This pattern is reshaping how individuals expertise journey in Korea. Reasonably than ticking off vacationer landmarks, guests are immersing themselves within the Korean lifestyle, discovering the nuances of magnificence rituals, meals habits and every day routines that locals cherish.