In Seoul's bustling Namdaemun Market, a group of American tourists stepped out of a pharmacy and opened their shopping bags to show their haul: a box of Bacchus energy drinks and three packages of polydeoxyribonucleotide (PDRN) skin care products. Inside, other foreign shoppers queued at the counters with acne treatments, scar gels and cosmetics in hand. Pharmacists in white coats scanned their purchases at the registers. Scenes like this are becoming increasingly common as Korean pharmacies emerge as a new stop on the K-beauty tourism route. Foreign visitors are seeking both over-the-counter (OTC) dermatological drugs available only at pharmacies and pharmacy-sold cosmetics promoted through social media. “Foreign tourists now account for 40 to 50 percent of our sales,” Park Jun-sun, who runs one of the pharmacies in Namdaemun Market, told The Korea Times. “There weren’t that many when I opened two years ago, but the number suddenly started rising about a year ago.” Even at larger pharmacies that cater mainly to Korean customers, foreign shoppers have become more visible. Staff