Ethical Beauty Tourism in Korea: ESG Perceptions and Tourist Expectations

This study examines how foreign tourists and exchange students perceive the ESG (Environmental, Social, Governance) practices of Korean beauty brands and how these perceptions influence Korea’s image as an ethical beauty tourism destination. A total of 36 semi-structured interviews were conducted with international visitors and students who engaged with Korean beauty products and services during their stay. The findings indicate that while awareness of ESG as a formal concept is moderate, there is a strong preference for cruelty-free products, eco-friendly packaging, and transparent brand communication. Trust in ESG claims, however, remains mixed. Enhancing credible ESG practices and communication could strengthen Korea's position as a leading beauty tourism destination. The study contributes to understanding consumer expectations and offers practical recommendations for Korean beauty brands to align with global sustainability trends.