The global popularity of Korean pop culture, including K-pop, K-dramas and films like KPop Demon Hunters, is driving a surge in tourism to South Korea. Animated hits and high-profile K-pop acts have sparked local enthusiasm among Australian travellers, with InsideAsia reporting a 45 per cent increase in South Korea enquiries and a 20 per cent rise in bookings over the past year. Film locations, K-pop merchandise stores and dance classes offer fans immersive experiences, turning pop culture into a major draw for visitors.
Beauty and fashion tourism is also thriving, with stores like Olive Young and Innisfree attracting long queues and pop-up events drawing large crowds. Seoul’s streets showcase coordinated fashion trends and unique styling, further enticing visitors. Overall, the Korean Wave, or Hallyu, is transforming South Korea into a destination where cultural experiences such as music, movies, beauty and fashion play a central role in travel planning.