K-Pop Demon Hunters Phenomenon Sparks Global Travel Boom to Seoul
A seismic shift in global tourism is underway, with a significant surge in “set-jetting” trips to Seoul, fuelled by the colossal success of the animated blockbuster, K-Pop Demon Hunters. Fans from every corner of the globe are now flocking to South Korea’s vibrant capital to walk in the footsteps of their favourite characters and experience the iconic filming locations firsthand.
The film, which recently swept the 98th Academy Awards, clinching two coveted Oscars for Best Animated Feature and Best Original Song, has been lauded for its stunning animation and its empowering portrayal of girl superheroes. Its impact transcended the silver screen, with over 300 million views on Netflix within its initial three months of release, a feat that has already paved the way for an eagerly anticipated sequel.
Dubbed a “cultural miracle” within South Korea, K-Pop Demon Hunters has been instrumental in broadening international fascination beyond the dominant K-pop scene to encompass a wider array of Korean traditions and beauty rituals. This cultural export has directly translated into a substantial boost for the nation’s tourism sector. Government figures reveal that Seoul welcomed an impressive 1.36 million international travellers in July 2025 alone, a remarkable 23.1% increase compared to the same period the previous year. This surge has been unequivocally linked to the dedicated fan trips inspired by the film’s popularity.
The ripple effect extends to global travel bookings, which saw a significant 25% jump in the months following the film’s June 2025 release. Notably, bookings from Canada, Asia, and Australia experienced dramatic increases, according to reports. This momentum has continued, with South Korea recording a record 18.9 million foreign tourists last year, according to data from its national tourism board.
Pilgrimage to Iconic Filming Locations and Merchandise Mania
Seoul’s most cherished landmarks have transformed into must-visit destinations for K-Pop Demon Hunters enthusiasts. Fans are making pilgrimages to:
- Bukchon Hanok Village: This picturesque traditional Korean village, with its charming hanok houses, served as the backdrop for several romantic rooftop scenes. It has now become a top trending tour on platforms like Trip.com, attracting not only film fans but also those interested in history and architecture.
- COEX K-Pop Square: The vibrant digital billboards and bustling atmosphere of this popular entertainment hub featured prominently in the film’s energetic opening sequence.
- Myeongdong Street: Famous for its vibrant street food and shopping scene, Myeongdong provided the setting for the memorable “Soda Pop” sequence.
- Naksan Park Fortress Trail: This scenic trail, offering panoramic views of the city, was the location for crucial nighttime strolls and thrilling battle sequences.
- N Seoul Tower: The iconic tower, a beloved landmark of Seoul, hosted the film’s climactic battle, drawing in visitors eager to relive the high-stakes moments.
- Seoul Olympic Stadium: The grand stadium, a symbol of South Korea’s sporting prowess, was the site of the film’s spectacular opening performance.
Beyond the cinematic landscapes, fans are also enthusiastically seeking out official merchandise. The National Museum of Korea’s gift shops have become hotspots for enthusiasts eager to purchase items such as tumblers, traditional costumes inspired by the film, and character-themed keyrings, further cementing the film’s cultural and commercial impact.
The Rise of Korean Wellness and Cuisine
The film’s influence hasn’t stopped at sightseeing and souvenirs. It has also ignited a significant interest in traditional Korean wellness practices and culinary delights.
- Jjimjilbang (Korean Spas): These traditional bathhouses are experiencing an unprecedented surge in popularity, particularly for their signature seshin exfoliating scrub treatments. Bookings for these services saw a remarkable 115% increase in the summer months following the film’s release, compared to the preceding spring, according to Creatrip, a platform specialising in K-beauty service bookings.
- Traditional Medicine: Demand for acupuncture and herbal medicine, especially hanyak, which played a role in the film’s narrative, has also grown substantially.
- Culinary Exploration: Fans are also keen to sample traditional Korean dishes featured or alluded to in the movie, with samgyetang (ginseng chicken soup) and gimbap (seaweed rice rolls) seeing increased interest.
Government Initiatives to Capitalise on K-Culture Tourism
Recognising the immense potential of this K-culture phenomenon, the South Korean government has taken proactive steps to further boost tourism. In September 2025, the K-Tourism Innovation Task Force was established. This initiative aims to leverage the success of K-Pop Demon Hunters to draw inspiration from effective tourism strategies employed by countries like Japan. The goal is not only to consolidate Seoul’s appeal but also to encourage the exploration of other regional destinations within South Korea.
The task force is focused on several key areas:
- Diversifying Tourist Destinations: Encouraging visitors to explore beyond the capital and discover the rich cultural tapestry of other regions.
- Enhancing Regional Connectivity: Working with airlines to improve flight routes and accessibility to various parts of the country.
- Boosting Tourism Infrastructure: Investing in and improving facilities and services to cater to the growing influx of international visitors.
Spearheaded by the Ministry of Culture, Sports and Tourism, the task force comprises a diverse group of experts from academia, government, and the private sector, including key organisations like the Korea Tourism Organization and Korea Railroad Corp. This collaborative effort underscores South Korea’s commitment to harnessing the power of K-culture to drive sustainable tourism growth and showcase the nation’s multifaceted appeal to the world.
