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| Foreign tourists try on glasses at an eyewear store in Myeong-dong, Seoul. (Source: The Korea Times) |
More and more foreign tourists are adding eyewear stores to their itineraries, turning "K-glasses" into a new experience alongside beauty and medical tourism. They get quick eye exams, choose trendy frames, and buy designer glasses as special souvenirs from their trip.
Fast - convenient - competitive price
According to The Korea Times , a three-story eyewear store in Myeong-dong is always crowded with international customers. The store has multilingual signage, staff who speak English, Chinese, and Japanese, and a space designed like an airport lounge with a snack bar and modern seating. Each day, the store sells around 200 pairs of glasses, 70% of which are to foreign customers.
What surprises visitors most is the speed. In many countries, an eye exam, grinding, and fitting of glasses can take a week, but in Seoul, the entire process from vision testing to receiving glasses usually takes only 30 minutes to an hour with a standard prescription. The integrated service model, where ophthalmologists examine and prescribe right in the store, eliminates disjointed appointments and transforms a familiar medical need into a quick, convenient, and pleasant experience.
Not only is it fast, but the prices are also competitive. Many customers say that quality eyeglasses and fashionable frames in Seoul are affordably priced, sometimes even half the price of those back home. As a result, the "K-Eyewear Tour" has become a new stop on travel itineraries; a television program even featured the family of baseball player Ryan Weiss (Hanwha Eagles) traveling to Korea just to buy glasses.
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| The family of baseball player Ryan Weiss's wife tries on glasses in Seoul. (Source: MBC) |
The service's popularity has skyrocketed thanks to social media and technology platforms. Speaking to the South Korean newspaper Chosun Ilbo , tourists Zara and Uzma (27 years old, from Malaysia) said they bought so many glasses that they had to ask staff about their tax refund entitlement. According to Zara, D Eyewear is very popular on TikTok, with prices comparable to Malaysia but a much wider variety of choices. Both consider visiting the eyewear store an important part of their week-long trip to South Korea.
Many other tourists also found the shops through online reviews. Katherine Wu, from Taiwan (China), said she stopped by to buy contact lenses after seeing online reviews. Meanwhile, Australian tourist Alice said that ChatGPT suggested a suitable shop to her. "I still can't believe I got my prescription lenses made in about an hour," Alice said.
Customer satisfaction at this store is evident in over 2,000 online reviews on Google, with an average rating of 4.9/5. Visitors describe their experience as “English-speaking friendly,” “professional and efficient,” and “a great place to visit.”
The resilience of brands
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| Instructions in Japanese for tourists at an eyewear store in Myeong-dong, Seoul. (Source: The Korea Times) |
The popularity of Korean eyewear brands has fueled a trend of travel combined with eyewear shopping. According to the platform Creatrip, transactions for travel packages with stops at eyewear stores from June to October 2025 increased by 1,608% compared to the previous five months, a figure demonstrating strong appeal in a short period. Customers booking these programs came from various regions, with Americans accounting for 49%, Taiwan (China) 26%, and Germany 9%.
One of the most prominent names in South Korea is Gentle Monster (established in 2011), which has transformed its stores into visual art spaces, combining eyewear displays with installations and collaborating with Jennie (BLACKPINK) and actress Tilda Swinton. The brand is expected to achieve revenue of over 1 trillion Won (equivalent to over $680.2 million USD) this year, with approximately 40% coming from overseas markets. Besides Gentle Monster, Blue Elephant (established in 2018) also recorded strong growth, with sales of around 30 billion Won (over $20.4 million USD) last year, more than five times higher than the previous year.
The diversity of designs is also a factor attracting international visitors. As eyewear is increasingly seen as a fashion accessory that can be changed to suit different styles and occasions, experiencing Korean eyewear firsthand becomes an attractive aspect of the trip. According to eyewear businesses, the Korean market is particularly appealing to tourists due to the wide variety of frame and lens colors; many foreign visitors even purchase multiple styles and colors in a single visit to a store.
Strategy for revitalizing medical and beauty tourism.
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| Foreign tourists choose glasses at D Optical store in Myeong-dong, Seoul. (Source: Chosun Ilbo) |
Not only businesses, but also South Korean tourism agencies are expanding their approach to K-beauty towards a "holistic lifestyle." Vision care, dentistry, skincare, and spa treatments are all presented as integrated beauty and wellness services, becoming pillars in building the national tourism image.
At events like the Korea Beauty Festival, the Korea Tourism Organization emphasizes that services such as vision correction, dental care, spa treatments, meditation, and skincare not only meet health needs but also help improve the appearance and confidence of tourists, similar to how K-beauty once became a global trend.
Buying glasses in Seoul has therefore gone beyond the realm of ordinary consumerism. For many tourists, a pair of glasses completed in an hour becomes a "medical souvenir" combining practicality, fashion, and local cultural nuances. This blend of speed, affordability, and unique design has helped Korean eyewear emerge as a symbol of a new travel trend.
With digital platforms continuously promoting services and brands expanding their experiential spaces, "K-glasses" are predicted to be another notable highlight of South Korean tourism in the near future.
Source: https://baoquocte.vn/xu-huong-du-lich-moi-o-seoul-337019.html
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