Pop Culture Tourism Reshapes South Korea's Economic Landscape
Global fans of K-dramas and BTS are revitalizing local tourism and struggling neighborhoods.
1Entertainment Driving Tourism Trends
International visitors are increasingly flocking to South Korea to experience locations featured in popular K-dramas and K-pop media. Tourists often arrive with specific screenshots from shows like Love in the Moonlight, seeking to recreate scenes. This trend mirrors similar patterns seen in Japan, where anime fans visit real-life filming locations.
2Cultural Immersion Through Hanbok
At Seoul’s Gyeongbokgung Palace, tourists frequently rent traditional hanbok to immerse themselves in Korean history. Visitors view this practice as a way to touch the dream of the culture they admire on screen. Rental shops have seen significant demand as fans attempt to replicate the specific looks of their favorite actors.
3Temple Stays Gain Popularity
Korean variety shows like I Live Alone have sparked interest in Buddhist temple stays among foreigners. Last year, 55,515 international visitors participated in these programs, though only one in ten identified as Buddhist. Many participants report seeking personal mental peace and comfort rather than just following a trend set by celebrities.
4Busan's BTS Economic Boost
The global popularity of BTS has significantly impacted Busan, the hometown of member Jungkook. During the group's June concert, the city welcomed over 3.4 million foreign visitors between January and August, marking a 46 percent increase. Local hotels recorded occupancy rates as high as 95 percent during the concert period.
5Challenges in Sustaining Growth
Despite the influx of fans, some local vendors question the long-term economic impact of concert-driven tourism. Concerns persist regarding whether visitors spend enough money or stay long enough to meaningfully support local businesses. City officials are now focused on strategies to convert one-time concert attendees into repeat, long-term visitors.
6Revitalizing the Gravestone Village
Ami-dong, a hillside neighborhood in Busan, is leveraging its name's similarity to the BTS fandom, known as ARMY, to attract tourists. The area, historically built over a Japanese cemetery, faces severe depopulation. Residents hope that promoting this unique connection will bring new life and economic activity to their aging community.
7Purple Branding for Renewal
To boost local appeal, the neighborhood has incorporated BTS’s signature purple color into its landscape. Former city councillor Kim Byeng-geun draws parallels to Liverpool’s revitalization through the Beatles. The goal is to stimulate the opening of new cafes and souvenir shops, ultimately reversing the decline of this registered cultural heritage site.
8Social Impact of Tourism
For long-term residents like 86-year-old Park Gwi-ja, the arrival of tourists provides a vital sense of community vitality. While the neighborhood struggles with vacant houses and an aging population, the presence of visitors makes the area feel alive again. This cultural phenomenon offers a potential lifeline for struggling urban districts.
Original article: CNA – Asia — Pop Culture Tourism Reshapes South Korea's Economic Landscape