Published on
August 28, 2025
Netflix’s K Pop Demon Hunters (KDH) has become a cultural phenomenon in the global entertainment industry. Viewers from a variety of nations, including the US, Japan, and France, have taken an interest in the animated series. The Korea Tourism Organisation (KTO) has responded to the show’s surge in popularity by launching a new worldwide marketing campaign aimed at turning online buzz into actual travel to Korea. By highlighting the series’ well-known landmarks and distinctive locales throughout Korea, this campaign, appropriately named “Discover Korea through KDH”, seeks to transform the international excitement surrounding the series into real tourism.
K-Pop Demon Hunters and the Boost to Korean Tourism
Since the release of K-Pop Demon Hunters, online interest in specific locations in Korea has soared. Search data from major countries reveals a notable increase in searches related to key Korean destinations featured in the series. The Google Trends analysis showed that over half of the related searches were connected to actual locations in Korea, including landmarks such as Bukchon Hanok Village, Naksan Park, and the Olympic Main Stadium. This surge in digital interest presents a unique opportunity for the KTO to capitalise on the show’s success by encouraging international fans to visit the locations seen in the series.
The KTO’s campaign, “Discover Korea through KDH”, aims to bridge the gap between the on-screen world and real-life tourism. By highlighting these popular sites, the KTO hopes to engage fans of the series and convert their digital curiosity into a real-world experience in Korea. The show’s memorable settings, including the traditional beauty of Bukchon Hanok Village and the scenic views of Naksan Park, will take centre stage in the campaign.
Key Locations Highlighted in the Campaign
Several iconic locations featured in K-Pop Demon Hunters are being emphasised in the KTO’s new initiative. Among them, Bukchon Hanok Village stands out as a major highlight. Known for its well-preserved traditional Korean houses, or hanoks, the village serves as the backdrop for pivotal scenes in the series. Visitors to Bukchon can experience a fusion of Korea’s rich cultural heritage and its modern urban life, as the village is situated amidst Seoul’s bustling cityscape.
Another prominent site in the campaign is Naksan Park, which plays a key role in the series. This public park, located in central Seoul, is known for its stunning views of the city, especially during sunset. In K-Pop Demon Hunters, Naksan Park is the setting for an iconic music performance scene where the main characters, Jinwoo and Lumi, sing the series’ theme song, “Free”. The park’s vibrant atmosphere, combined with its historical significance, has captured the attention of international viewers, and the KTO is keen to direct tourists to this beautiful spot.
The Olympic Main Stadium, which hosted the 1988 Summer Olympics, is also featured prominently in the campaign. This landmark is not only a symbol of South Korea’s modern sporting achievements but also a site steeped in national pride. The stadium’s inclusion in the series has led to increased international interest, and the KTO is working to transform this digital interest into a physical tourist destination.
KTO’s Interactive Social Media Campaign
As part of its efforts to promote Korean tourism, the KTO has also launched an interactive social media event that invites fans to engage with the campaign. The event allows participants to choose between two themes—“Traditional” and “Modern”—to design their ideal Korean trip. Fans who participate in the event have the chance to win exciting prizes, including round-trip tickets to Korea and exclusive souvenir items inspired by the traditional knots seen in the series.
This social media initiative not only allows the KTO to connect with fans of K-Pop Demon Hunters around the world, but it also offers an innovative way to showcase Korea’s blend of tradition and modernity. By giving fans the opportunity to personalise their virtual travel experience, the KTO enhances the appeal of Korean culture and tourism.
Promoting Korea’s Cultural and Historical Richness
The “Discover Korea through KDH” project goes beyond just promoting specific sites from the series; it highlights the essence of Korean culture and history. Locations like Gyeongbokgung Palace, one of Korea’s most significant historical landmarks, are featured prominently in the campaign. The palace, which dates back to the 14th century, is a symbol of the country’s rich heritage. Its majestic architecture and serene gardens offer visitors a glimpse into Korea’s royal past, making it a must-visit destination for anyone travelling to Korea.
In addition to its historical landmarks, the campaign also showcases the country’s vibrant cultural scene. Fans of K-Pop Demon Hunters will have the chance to experience Korea’s unique blend of the old and the new, from traditional Korean architecture in Bukchon to the lively energy of Seoul’s modern districts.
The KTO’s Long-Term Tourism Strategy
The Korea Tourism Organisation is not only focusing on short-term gains from the popularity of K-Pop Demon Hunters. The KTO has committed to a long-term strategy of developing fresh content and promoting Korea’s tourism on a global scale. By continuously ramping up global promotions and enhancing the digital experience for international fans, the KTO aims to ensure that the momentum generated by the series leads to sustained tourism growth.
A New Era for Korean Tourism
The Korea Tourism Organisation now has a rare chance to present Korea’s cultural diversity to a worldwide audience thanks to the success of K-Pop Demon Hunters. The KTO is successfully leveraging the popularity of a Netflix animated series as a potent tool for tourism promotion with its creative campaign. The KTO is establishing a new era in Korean tourism, where digital curiosity is translated into real-world exploration, by concentrating on significant locations featured in the series and providing interactive experiences for fans from abroad.
Visit the official VISITKOREA website or follow the KTO on social media to learn more about Korea’s travel options and to take part in the interactive social media campaign.
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