China youth visit South Korea for hair, make-up makeovers to ‘experience beauty’ for a day

Young people from China are visiting South Korea for cheaper and better Beauty services that last for only one day, reflecting a change in overseas tourism desires.On China’s social media, many are sharing the three must-do things while travelling in South Korea: colour analysis, make-up and hairstyle and taking an identity (ID) photograph.Unlike the traditional popular Cosmetic surgery visits that might require days to recover from, young Chinese tourists are opting for cheaper, but more short-lived Beauty services.One of the most popular services is the Personal colour analysis.Colour analysis studios analyse a customer’s skin tone and hair colour, categorise them into four styles named after the seasons, then suggest the best palette for their clothing and make-up.Depending on the time of services they offer, the studios charge between 200 and 800 yuan (US$30 to US$120).A person posted that the analysis allowed her to “realise what colour I should wear first time in my life”.The studio was the first stop in her Seoul trip. She then went to the beauty shop to buy make-up in line with the analysis. After she went home, she also ditched 80 per cent of her old clothes that did not suit her.Some tourists usually arrive in South Korea without any make-up and make their first stops at barber shops and make-up studios for an image change.Even with the language barrier, they still managed to show pictures of their ideal hairstyles to the hairdressers.A hair stylist works on a man in a hairdressing salon in Busan, South Korea. Photo: ShutterstockThey especially adore the skills of female hairdressers in South Korea, who “would always achieve the most perfect effect effortlessly”.Further ReadingAlso, people shared that a haircut was usually cheaper in South Korea than in China. A haircut that cost over 200 yuan (US$30) in Beijing would cost half that in Seoul, usually with better results.People also booked make-up studios that served pop idol groups such as Blackpink, spending hundreds of yuan to have a makeover despite it lasting only a day.“I just want to see how beautiful I can be without much effort,” one said.Their beauty day trip usually finished with an ID photograph service in which they were said to have recorded their “best looks in a natural way”.For them, it was fine that the beauty did not last, as long as they had seen it and kept the photograph.The new tourism trend reflects Chinese youths’ increasing desire to experience overseas travel.Rather than checking in at famous tourist attractions or going on a shopping spree, they would go to artisan workshops in Chiang Mai, Thailand, and fitness training in Bali, Indonesia.However, some also warned about some shops that charged more from Chinese customers than locals and tourists from other countries.“South Korea has a mature beauty industry that requires a high-level professionalism from its practitioners. Their services must be better than those in China,” said one online observer.“What I like about barbers in South Korea is they are thoughtful and listen to customers’ needs. Barbers in China have often tried to sell me their products, and have gaslighted customers,” said another.