South Korea's tourism industry is experiencing a significant boom, driven largely by the global popularity of K-drama and K-pop. In September 2023, the country welcomed 1.4 million tourists, marking a 33% increase compared to the previous year. Notably, over a third of these visitors cited Korean wave content, including dramas and music, as their primary motivation for traveling to South Korea [46143d5].
K-drama sets have become a major attraction, with fans eager to visit locations where their favorite shows were filmed. Tour guide Sophy Yoon has observed emotional reactions from fans at these sites, underscoring the deep connection viewers feel with the stories and characters. The Korean Tourism Organization's Kwak Jae-yeon emphasized the global appeal of Korean culture, which continues to draw international visitors [46143d5].
One of the standout attractions is Sunshine Land, a K-drama theme park that replicates the ambiance of early 1900s Seoul, providing fans with an immersive experience. This trend is not limited to urban areas; rural tourism is also gaining traction, with a growing need for contemporary cultural experiences that resonate with the interests of K-drama enthusiasts [46143d5].
The interest in K-pop has similarly surged, particularly in BTS-related tours, which are fully booked until February 2025. Emma Brown, a tourist from Scotland, traveled to Pohang specifically because of the series "When the Camellia Blooms," highlighting how K-dramas can influence travel decisions [46143d5].
As the Korean wave continues to expand, it is clear that K-drama and K-pop are not just entertainment phenomena but also powerful drivers of tourism, reshaping the travel landscape in South Korea and beyond [46143d5].