Britons are eagerly flocking to South Korea, drawn by the country’s burgeoning soft power influence. The popular summer anthem last year was Charli XCX’s Brat, but in 2025, KPop Demon Hunters stole the spotlight. This Netflix series has been a massive hit, propelling songs like “Golden” to the top of UK music charts and accumulating 236 million video views by late August.
The term “Hallyu” or the “Korean Wave” describes South Korea’s increasing soft power impact, evident in the V&A’s London exhibition featuring hits like Squid Game, Parasite, BTS, K-beauty, and K-food trends.
While experiencing Korean culture through supermarkets, eateries, and TV shows is enjoyable, nothing compares to being there in person. Consequently, the demand for trips to South Korea is surging as rapidly as the viewership of Demon Hunters on Netflix.
Google search data reveals a 43% global surge in searches for “South Korea” over the past year and an 86% increase in the last quarter. Searches for Seoul, the setting of Squid Game and KPop Demon Hunters, have spiked by 219% since the debut of the first Squid Game season.
Following Demon Hunter’s debut in the UK last month, searches for “South Korea holidays” have spiked by 40%. Luxury travel provider Destination2 is witnessing unprecedented interest in trips to South Korea, with Wayfairer Travel reporting a 17% rise in requests for tailor-made South Korea trips compared to 2024.
Betty Bouchier-Hobin, a travel expert at Destination2, noted the significant increase in requests for South Korea due to the popularity of K-pop. Families are now opting for long-haul journeys to South Korea, influenced by their children’s fascination with Korean culture.
In 2023, South Korea welcomed over 12 million international tourists, marking a 35% increase from 2019, as per the Korea Tourism Organization. The Journal of Travel Research in 2022 observed a spike in visits to locations featured in major South Korean shows, driving tourism to Instagram-worthy spots.
International fans of Hallyu often visit entertainment company headquarters like SM, YG, and HYBE, iconic sites from K-dramas and music videos, and vibrant districts like Hongdae and Gangnam, popularized by K-Star Road’s Gangnamdols.
Travel agent Lorena Basualdo highlighted the popularity of everyday Korean scenes like Seoul’s Ikseon-dong alleyways and Busan’s seaside cafés, turning into must-visit attractions that enhance urban and regional tourism.
Lucinda Faucheux from Travel Support Circle mentioned the rise of a younger demographic seeking experiences tied to K-pop and Korean dramas, opting for themed tours focusing on filming locations and pop culture landmarks. This trend has led to an increase in package bookings for tailored entertainment and cultural exploration experiences.
James Austin, director at Access Bookings, emphasized South Korea’s allure beyond pop culture, citing its top-notch studios, picturesque locations, and robust production infrastructure. He noted the country’s emergence as an attractive filming destination for UK productions.
With the growing recognition of Korean settings in the film industry, South Korea is poised to become a prime filming spot, rivaling Thailand’s long-held status as Asia’s filming hub. The country’s appeal is further enhanced by international partnerships and cost-effective filming opportunities.
In conclusion, South Korea’s cultural influence continues to captivate global audiences, driving a surge in tourism and interest in Korean entertainment and lifestyle offerings.