[K-Story] K-culture draws visitors to Korea as merchandise fuels tourism boom

▲ A scene from "KPop Demon Hunters" is seen in this image provided by Netflix. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, Feb. 3 (Yonhap) -- Late last year, a foreign tourist wearing a traditional hanbok scarf broke into a broad smile at the arrival hall of Incheon International Airport. The moment marked the welcome of the 18.5 millionth inbound visitor to South Korea — a scene that has since become emblematic of Korean tourism in 2025.

The Ministry of Culture, Sports and Tourism projects that the number of foreign visitors to Korea this year will exceed 18.7 million, an all-time high. The figure surpasses the previous record set in 2019, before the COVID-19 pandemic, by more than 1 million. Put another way, one visitor has arrived in Korea every 1.68 seconds.

The ministry attributes the surge to the global spread of K-culture and changes on the ground in tourism. The rise of an “expanded Korean Wave,” combining dramas, films and music with traditional culture and urban content, has fueled growing demand for travel to Korea.

◇ K-culture merchandise: from “content” to a “reason to travel”

K-pop content and the Korea-set animation “K-pop Demon Hunters,” which drew global attention last year, have translated interest in Korean culture into actual visits. Tourism has evolved as visitors take part in filming-location tours, traditional culture experiences and purchases of related merchandise. Travel is increasingly about not just seeing, but experiencing and owning.

This trend is particularly evident at the National Museum of Korea. The museum recorded a record 6.5 million visitors last year, while sales of its cultural merchandise brand MU:DS topped 40 billion won (US$29.8 million). Products that reinterpret traditional artifacts in modern ways — such as magpie-and-tiger badges, towels with royal dragon robe patterns and heat-sensitive cup sets — have become sought-after “collection items” among young people as well as foreign tourists.

“During the pandemic, BTS member RM visited and purchased our ‘Pensive Bodhisattva,’ which significantly boosted interest in museum merchandise,” said Jeong Yong-seok, head of the National Museum Foundation of Korea. “Now, goods have gone beyond souvenirs — they are a way of taking home a connection to Korean culture.”

▲ This image, provided by Netflix, is a scene from "Kpop Demon Hunters." (PHOTO NOT FOR SALE) (Yonhap)

◇ From palaces to airports: tradition woven into daily life

The shift has spread to royal palaces and urban spaces. After renovations, souvenir shops at Deoksugung and Gyeongbokgung palaces saw a sharp rise in foreign visitors, while online sales also surged. The K-Heritage brand operated by the Korea Heritage Service recorded a record 16.1 billion won in combined online and offline sales last year.

Products featuring traditional patterns and iconic symbols such as tigers and gat hats have resonated overseas, with some items selling out shortly after opening at the Smithsonian Museum shops in the United States.

“The immense power of K-culture has also influenced palace goods and products based on national heritage,” said Jin Na-ra, an official at the Korea Heritage Service. “In 2025, we achieved our highest-ever sales of 16.1 billion won since the agency’s establishment.”

Tourist routes now extend beyond museums and palaces. Seoul’s Jung District has branded itself around the birthplace of Adm. Yi Sun-sin, combining festivals, media art and street content, while merchants in the Myeongdong area report sales increases of around 30 percent in tandem with K-culture-driven foot traffic.

“When asked where Adm. Yi Sun-sin was born, most people don’t think of Jung District, but he was actually born here, in today’s Inhyeon-dong,” said Jung District Mayor Kim Gil-sung. “It really shows how powerful culture can be.”

The recovery of inbound tourism is also evident in market-specific strategies. In China, marketing aimed at women in their 20s to 40s and educational travel packages for university students drove rapid growth during the summer season. In Taiwan, a strategy combining regional tourism with K-food and K-sports led to a 27 percent year-on-year increase in visitors, a record high.

Japan is also seeing a rebound centered on repeat visitors, with the number of Japanese tourists expected to reach 3.61 million this year — the highest level in 13 years since 2012.

◇ “Culture is now national competitiveness,” but challenges remain

The government views K-culture not as a passing trend but as a strategic national industry. With the launch of a presidential commission on pop culture exchange, it is expanding investment in key sectors such as music, dramas, webtoons and food, aiming to achieve 50 trillion won in cultural exports by 2030.

Last year’s tourism results underscore the shift. K-culture is no longer confined to the stage; it has permeated museum shops, palaces, neighborhoods and city branding. “Korea is no longer just a place where content is consumed — it has become a destination people visit to experience culture,” a culture ministry official said.

Challenges remain, however. Foreign visitors continue to cite complex entry procedures and insufficient multilingual support in navigation apps as inconveniences. As individual travel grows, experts say improvements in digital infrastructure and services will be key to sustaining Korea’s tourism competitiveness.

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