Page 52 - DreamScapes Magazine | Winter/Spring 2026

TA L K
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
K-Beauty Unbound
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 treat-
ments 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.
HOW DR. JIYEH JOO
DS: What Korean beauty philosophies should Canadian travellers
HAS BECOME ONE OF THE
VOICES OF GLOWMAD TRAVEL
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.
BY ILONA KAUREMSZKY
52
DREAMSCAPES WINTER/SPRING 2026