Riding the same global wave that launched BTS into superstardom and made Squid Game into a cultural juggernaut, K-Beauty from South Korea has become one of travel’s irresistible obsessions—and few embody its rise quite like Dr. Jiyeh Joo.

With the poise of a performer and the precision of a scientist, the 32-year-old Toronto aesthetic doctor is guiding beauty-minded travellers toward Seoul’s next big glow movement, where innovation, pop culture and wanderlust meet in one future-forward journey.

A rising Glowmad authority, she straddles the world of medicine and content creation with ease. Her IG community @withdr.jiyeh is now over 107K followers strong.

And the numbers back it up.

SkyScanner’s latest Trends Report shows 36 percent of Gen Z travellers are planning beauty treatments into their trips, while online beauty-travel planning has surged 215 percent year-over-year.

Glowmads, as they’re known, are now shaping a new era of tourism. And Dr. Joo with her hybrid role has become one of the phenomenon’s visible leaders.

DreamScapes caught up with the Korean-Canadian aesthetic doctor, just back from back-to-back aesthetics conferences in Seoul, South Korea as she broke down the science behind Korea’s newest regenerative techniques—treatments she personally tests before introducing them at her ReJoo Clinic in Toronto.

DS: What exactly is driving the Glowmad travel trend?
DR. JJ: Beauty is no longer an afterthought—it is the itinerary. Social sharing drives destination choice and South Korea leads the world in fast innovation. Travellers want glow-ups they can complete in a day with minimal downtime. It fits the wellness-travel mindset Canadians have right now.

DS: Why is Seoul considered the world’s beauty capital?
DR. JJ: South Korea releases breakthroughs every two to three months versus 12–24 months in North America. Consumers are incredibly educated, so clinics must stay competitive. Add English-friendly staff and treatment “stacking” that fits a tourist’s schedule, and Seoul becomes unbeatable.

DS: What are Canadians asking you before they travel?
DR. JJ: Mostly, “Which products should I buy?” and “Which treatments should I get, and where?” I always tell them to research first. For shopping, Olive Young is like Korea’s Sephora. For treatments, visit reputable clinics and choose procedures based on your skin.

DS: How is social media shaping beauty-focused travel?
DR. JJ: If people see influencers try a treatment abroad, they want to try it too. But I remind viewers to stay informed. My role is to translate the science clearly and honestly.

DS: What Korean beauty philosophies should Canadian travellers understand?
DR. JJ: Regenerative aesthetics, multimodal skin treatments, and prevention. It’s not about one aggressive fix anymore—it’s about combining technologies, strengthening the skin barrier, and starting earlier for long-term results.

DS: For first-time Glowmads, what’s the ideal one-day glow-up plan?
DR. JJ: Do your research before arriving—Korea has thousands of clinics, and it can feel overwhelming. Book your consultation early in the trip, then schedule treatments toward the end. If there’s any downtime, you’ll be flying home anyway.