Seoul, South Korea: K-pop and K-drama Boost Tourism with BTS, BLACKPINK, and Popular Netflix Series Filming Locations

In the heart of South Korea’s cultural boom, the country is seeing a massive surge in international visitors, largely driven by the growing global popularity of K-pop and K-drama. South Korea, once largely known for its rich traditional culture, has now become a hotbed of modern, popular culture thanks to the global phenomenon of “Hallyu” — or the Korean Wave — which includes everything from K-pop music to hit drama series.

One of the more unique attractions to come from this movement is Sunshine Land, a theme park dedicated to the set of the hit historical drama “Mr. Sunshine.” Located in Nonsan, 170 kilometers (106 miles) from Seoul, this park is an exact replica of 1900s Seoul and features items directly from the show’s production. Among the items are replicas of a historic tram and South Korea’s most famous Buddhist bell. Fans of K-drama and K-pop, particularly international tourists, have flocked to such sites in ever-growing numbers, seeking to immerse themselves in the worlds of their favorite shows and artists.

The increasing interest in K-drama and K-pop has not only captivated audiences from Asia but also from all corners of the globe. For example, tourists like 40-year-old Sookariyapa Kakij from Thailand are visiting the country specifically to see filming locations from their favorite dramas. “I want to find locations where ‘Itaewon Class’ was shot,” Kakij says, referencing the 2020 drama filmed largely in Seoul’s Itaewon district.

Similarly, Jennifer Zelinski from the United States, who had never traveled internationally before, became so enamored with the 2019 drama “Crash Landing on You” during the pandemic that it led her to book a solo trip to South Korea. “I binged the whole show in a week. I barely slept and went through two whole boxes of tissues,” she said. That initial love for K-drama has since expanded to include K-pop music and Korean variety shows, fueling her desire to experience South Korea in person. “It felt like I really wanted to see it in person,” Zelinski explained.

This new wave of tourism, spurred by the widespread appeal of K-culture, has led to notable increases in international arrivals. According to a poll by the Korea Tourism Organization (KTO), over a third of the 1.4 million visitors to South Korea in September 2024 said they decided to visit after exposure to Korean Wave content. This marks a significant milestone in South Korea’s post-pandemic tourism recovery.

“Tourism is booming thanks to the influence of K-culture,” says Kwak Jae-yeon, director of the Hallyu content team at KTO. “The success of K-pop groups like BTS and the international reach of K-dramas have transformed South Korea into a must-visit destination.”

However, the rise of K-culture tourism isn’t limited to Seoul. While the capital city remains the epicenter of tourism, more and more travelers are venturing beyond its urban streets to explore sites connected to K-dramas in rural areas. For example, Pohang, a coastal city known more for its industrial activities than its tourism, became a sought-after destination due to the 2019 romance series “When the Camellia Blooms,” filmed on location there.

Emma Brown, a 30-year-old from Scotland, traveled over 8,800 kilometers to see Pohang for herself. “The drama changed my life,” Brown said, explaining that the trip was something she “had to do” to experience the magic of the show in person. This is a perfect example of how K-drama and K-pop are driving tourists to visit areas they might have otherwise never considered.

Tourism officials and travel companies are now scrambling to keep up with the rising demand. One South Korean tour operator noted that their BTS day tours have “skyrocketed” in popularity, with bookings filled through February 2025. The interest has prompted them to add more tours featuring other K-pop idol groups such as Seventeen and NCT 127. According to Jeong Ji-youn, a professor at Kyungpook National University, there’s a significant demand for more diverse tourism offerings outside Seoul, particularly in rural regions where the influence of K-culture is just starting to grow.

“While tourism in rural South Korea has traditionally focused on cultural experiences, there is a need to develop more modern and K-culture-focused resources that resonate with younger travelers,” Jeong said.

As tourists continue to flock to South Korea to experience the charm of K-drama sets and K-pop culture, it’s clear that the Korean Wave is more than just a cultural export — it’s a significant driver of tourism, and the future of South Korean tourism will undoubtedly continue to be shaped by its global entertainment appeal.

In a world where pop culture is intertwined with tourism, the rise of K-drama and K-pop offers a unique blend of entertainment and exploration, attracting an ever-growing number of international visitors eager to step into the world of their favorite dramas and musical idols.