Core Viewpoint - The article discusses the risks and consumer pitfalls associated with cross-border medical beauty services, particularly in South Korea, highlighting the need for consumers to exercise caution and make informed decisions [2][3][9]. Group 1: Consumer Warnings - Influencer Li Jiaqi advises against ordinary women pursuing medical beauty due to high costs and potential risks, emphasizing that significant procedures should be avoided unless one is wealthy and has time [3][6]. - The Chinese Association of Plastic Surgery has issued warnings to consumers to be cautious of low prices and to prioritize safety and reliability in medical beauty services [9]. - Many cross-border medical beauty institutions lure consumers with enticing marketing tactics such as "super low prices" and "limited-time discounts," which can lead to consumer rights violations and disrupt industry order [11][12]. Group 2: Market Dynamics - The South Korean medical beauty market is projected to grow from $5.7214 billion in 2023 to $11.4 billion by 2029, with a compound annual growth rate of 12.29% [11]. - The influx of foreign consumers has significantly contributed to the growth of South Korea's medical beauty sector, with foreign medical spending reaching 250 billion KRW in the first half of 2023, primarily in plastic surgery [11]. - The Chinese market is becoming a key target for South Korean medical beauty institutions, with China being the third-largest medical beauty market globally, valued at 142.7 billion CNY in 2019 and expected to grow at a compound annual growth rate of 27.7% over the next five years [20]. Group 3: Consumer Experiences - Many consumers report negative experiences with South Korean medical beauty institutions, including unexpected upselling of services and significant price discrepancies between advertised and actual costs [12][13][14]. - Language barriers and lack of information often leave Chinese consumers vulnerable to exploitation, with reports of institutions charging different prices for locals and foreigners [14]. - The prevalence of illegal substances and unregulated practices in the industry poses serious health risks, leading to complications such as infections and tissue necrosis [17]. Group 4: Industry Competition - Despite the challenges, South Korean medical beauty institutions maintain a competitive edge due to their cost-effectiveness and the rapid approval process for medical devices and drugs [21]. - The domestic medical beauty market in China is also expanding, with advancements in technology and decreasing costs for materials like hyaluronic acid and botulinum toxin, allowing for higher quality services [21][22]. - The market for botulinum toxin is expected to reach 18 billion CNY by 2025, driven by increasing competition and regulatory improvements [22].