A wave of international tourists are flocking to South Korea to upgrade their fashion sense.

For decades, politicians, businesspeople, and members of the upper class have favored "personal color palettes" and used them as a way to enhance their physical appearance.

Now, this trend is taking TikTok by storm, and international visitors from all over the world are flocking to Seoul with the primary goal of participating in this special consultation session.

Personalized color analysis is a unique experience aimed at finding the perfect colors for each individual and helping to advise clients on clothing, makeup, and accessories based on their skin tone and complexion.

Each consultation typically lasts 60 minutes, during which color consultants will drape hundreds of fabric samples over the client's shoulders to examine and select the right colors that will brighten the face rather than accentuate dark circles or wrinkles.

In the US, a three-hour consultation at House of Color in Brooklyn, New York, costs $545 (approximately 13 million VND). Meanwhile, in South Korea, the price for a consultation ranges from $80-$160 (approximately 2-4 million VND). Through these consultations, clients receive personalized color palettes, specific makeup style suggestions, and recommendations for suitable accessories.

Sohee Baek, a personal hairstylist at Color Society in Hongdae, Seoul, said, “During the COVID-19 pandemic, many foreigners watched Korean TV shows and dramas, and personal hair coloring was often mentioned, so many foreigners were very curious and interested in it.”

The topic of "personal color" has garnered 375 million views on TikTok, with many users posting their experiences, including detailed step-by-step guides on centers, scheduling appointments, and consultation pathways.

This wave fueled a tourism boom to the point that the Korea Tourism Organization (KTO) used it to boost foreign visitors. In addition, they even opened a color analysis studio as part of a free summer event called “Celebrate Korea.” Consultant Sohee Baek from Seoul stated that the majority of visitors were foreign tourists. She further explained, “They come from all over the world, mostly from cities like Los Angeles or New York (USA), the Middle East, and Central America.”

The surge in demand meant the store was always packed, forcing Baek and his colleagues to work 12 hours a day and frequently overtime to serve customers.

Daniela Miculkova, a tourist from the Czech Republic, said that analyzing "individual colors" was a unique Korean cultural experience: "I've never had anything like this in the Czech Republic."

For South Korea, the tourism boom fueled by this wave of personalized color analysis offers an added benefit: increased spending by tourists on retail goods. Travelers like Miculkova often walk out with color-matching swatches in hand, suggestions for specific skincare and makeup products, and a desire to completely overhaul their wardrobes.

The surge in this trend has also created more job opportunities. As demand spikes, these organizations need even more interpreters. Furthermore, at job fairs in Korea, organizations like the Korean Fashion Psychology Institute are offering color counseling training programs. They also hold color counseling workshops for VIP clients of high-end brands such as Valentino, Miu Miu, and Dior.

Expert Sohee Baek also affirmed: "Analyzing personal color has become an important part of Korean culture. Without knowing your personal color, it's difficult to choose suitable makeup and clothing, as well as to converse with young people."