Must buy items in Korea are skin care products. As the Korean entertainment programs including TV programs, movies, and music videos became highly popular in Asia, the beauty products made in Korean enjoy its strong brand power. Many cosmetic stores in Seoul are crowded by foreign visitors.
I have noticed in the stores that many foreign visitors avoid trying on samples because of their hygiene concerns. Interestingly, many cosmetic stores have their own sterilizers, like labs or hospitals. Visitors can use them by simply putting the skin care or body care products or beauty tools inside for 5 minutes.