South Korea is riding the wave of its global cultural phenomenon, known as the Korean Wave or Hallyu, to become one of the world’s most in-demand travel destinations. From the irresistible beats of K-Pop sensations like BTS and BLACKPINK to the gripping storytelling of hit Korea-produced shows like Squid Game and Crash Landing on You, the country’s cultural exports are captivating international audiences—and turning fans into tourists, as reported by the Financial Times.
The influence of K-Pop and K-Dramas extends beyond entertainment. Fans flock to Seoul and beyond to experience locations featured in their favorite shows, explore busy areas like Gangnam and Hongdae, and immerse themselves in the vibrant culture portrayed on-screen. Landmarks such as the Namsan Seoul Tower and Bukchon Hanok Village have become “must-visit” destinations, thanks to their appearances in popular dramas.
The impact extends to the country’s booming beauty and fashion industries, often showcased in dramas and adopted by K-Pop idols. Visitors indulge in K-Beauty treatments, shop for the latest trends, and experiment with the glass-skin aesthetic that’s become synonymous with Korean skincare.
In 2024, South Korea’s tourism board reported a significant surge in visitors, many of whom cited cultural interests as a primary reason for their trip. This cultural tourism is bolstered by the nation’s rich history, delicious foods like kimchi and bibimbap, and a mix of modernity and tradition.
Their rise as a tourism powerhouse reflects the ability to balance tradition with innovation. From ancient temples to cutting-edge skincare, the country invites visitors to immerse themselves in a dynamic, evolving culture. With an estimated 40 million annual visitors projected by 2030, the Hallyu wave shows no sign of slowing down.
Source: Financial Times
