The article said one of the big reasons foreigners visiting South Korea for medical treatment was  is the culture experience. I think it means Korea have has to care their it's global image. To make positive image, marketing and branding are important, and movies and dramas could contribute to it. But the most important thing is expanding specialized medical services. For example, Korea have has to promote high-tech medical treatments such as robotic surgery, precision medicine, and AI-driven diagnostics.