When Lindsay, a 34-year-old visitor from Canada, and Kentaro, a 46-year-old from Japan, arrived in Seoul on Feb. 12, they headed straight to a specialized scalp care clinic in Myeong-dong. The two said they booked consultations after seeing reviews on social media. “Going to Korea and getting a scalp massage like Koreans do has become popular abroad,” they said. “The service is delicate and the results are excellent, so we’re very satisfied.” A different kind of curiosity drew Amanda, a 21-year-old tourist from the Philippines traveling with her family, to an artificial waterfall in Hongje-dong on Feb. 9. A cold snap had transformed the cascading water into a tower of icicles, turning the site into an unexpected winter spectacle. “You don’t get to see frozen waterfalls in the Philippines,” she said. “It feels unusual and fascinating to find something like this in the middle of a city.” There is a paradigm shift now in how foreign travelers experience Korea. Beyond well-known landmarks such as royal palaces and Mount Nam, visitors are increasingly seeking out places lik