Seoul rides ‘KPop Demon Hunters’ wave with dance classes, tourism packages
Foreign tourists dance to a song by the fictional idol group Saja Boys from Netflix’s “KPop Demon Hunters” at a Seoul Tourism Organization classroom in Jongno District, Saturday. Courtesy of Seoul Tourism Organization
At a dance studio near Cheonggye Stream in central Seoul on Sept. 6, some 30 young foreigners moved in sync to shouts of encouragement in a mix of Korean and English.
They were learning the exact choreography for the song “Your Idol,” performed by Saja Boys, the fictional boy group from Netflix’s hit animation “KPop Demon Hunters.”
Though some stumbled at first, laughter quickly turned to focus as the music swelled and the rhythm took over. The session was part of “Learn K-pop Dance,” a weekly program run by the Seoul Tourism Organization every Saturday.
Kiana, a 24-year-old visitor from Iran, said, “I went to Han River and Naksan Park, where 'KPop Demon Hunters' was set, but learning the dance together feels more special than just visiting filming spots.”
The series, known as “Ke-de-heon” in Korean, has become an unofficial guide for foreign visitors. Rather than simply snapping photos at landmarks such as Naksan Fortress Trail, N Seoul Tower or Jamsil Sports Complex — all featured in the show — fans are recreating the experience.
They dance to the official soundtrack, make traditional knot bracelets like the ones exchanged by characters Lumi and Jinu, and sample gimbap (seaweed rice rolls) and instant noodles before “taking the stage,” just like the idols do in the film.
Foreign tourists walk through Myeong-dong in Seoul on Aug. 31, as visitor numbers to Korea surged last month, driven largely by K-pop and Korean products. Yonhap
Amanda, a 26-year-old from Chile studying Korean, said, “When I made the bracelet that Rumi and Jinu shared at Naksan Park, it felt like becoming a character myself.”
Reflecting the movie’s popularity, the Seoul Tourism Organization recently expanded its Seoul Culture Hunters program from once to twice a week after sessions began selling out instantly.
A foundation official noted, “Foreign tourists love wearing Saja Boys costumes and filming Reels, or making gimbap together. Some come back for repeat visits, bringing family along.”
The enthusiasm was also visible at the Han River Light Show on Sept. 7, where 1,200 drones lit up the sky with “KPop Demon Hunters” characters alongside images of Seoul landmarks such as Cheongdam Bridge and Bukchon Hanok Village. Around 20,000 spectators, including many foreign tourists, attended the event.
People watch the 2025 Han River Light Show themed around “KPop Demon Hunters,” at Ttukseom Hangang Park in Seoul, Sunday. Newsis
Seoul officials plan to secure intellectual property rights from Netflix to develop more programs, including themed photo zones and “sing-along buses” where passengers ride through the city while belting out the soundtrack.
“The impact of 'KPop Demon Hunters' is only beginning,” a city official said. “What matters is how Seoul prepares for the next global hit. Through programs combining K-content with tourism, we aim to cement our status as a global travel destination.”
This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by generative AI and edited by The Korea Times.