Global popularity of 'KPop Demon Hunters' reshapes Korea's tourism map

Promotional displays for food products featuring characters from the Netflix film “Kpop Demon Hunters” stand at a convenience store in Terminal 2 of Incheon International Airport, Sunday. Yonhap

Korea’s tourism landscape is undergoing a dramatic shift as the global success of Netflix’s animated film “KPop Demon Hunters” sends fans flocking to the country. The film’s record-breaking success is sparking new interest in destinations and experiences tied to Korea’s pop culture.

Local businesses and tourism officials are already feeling the impact. Cafes, music studios and pop-culture-themed attractions report a surge in visitors eager to experience the world brought to life in “KPop Demon Hunters.” Hotels in major cities say bookings have spiked, with fans seeking to immerse themselves in the settings that inspired the film.

The movie, directed by Korean Canadian Maggie Kang and released on June 20, has soared in popularity, amassing more than 236 million views and becoming Netflix’s most-watched film to date.

One of the clearest signs of the shift can be seen at the National Museum of Korea. According to data released on Aug. 26, cumulative visitors from January through Aug. 25 surpassed 4.18 million, already exceeding the museum’s previous annual attendance record set in 2023. Officials project that the total could top 5 million by the end of the year.

Museum shops are seeing a surge in sales of merchandise inspired by on-screen characters such as the magpie and tiger. Pins, tumblers and keyrings are selling out in waves, prompting “open runs,” where visitors line up before the museum even opens.

Visitors line up to enter the National Museum of Korea in Seoul, Aug. 1. Yonhap

International fans of “KPop Demon Hunters” are flocking to locations featured in the film, turning Seoul’s Naksan Park Fortress Trail — where leading characters Rumi and Jinwoo first met — and the storied Bukchon Hanok Village into must-visit sites.

The Seoul Korean Medicine Promotion Center, modeled as the on-screen herbal shop, and N Seoul Tower on Mount Nam, the venue for the “Your Idol” concert performance, have also surged in popularity, joining the essential travel circuit for devoted followers.

According to Seoul city officials, social media posts mentioning Naksan Park nearly doubled between June and August this year, reaching 3,535 on platforms like YouTube and Instagram — up from 1,624 during the same period last year.

The film also offers glimpses into everyday Korean life, expanding beyond music to highlight the country’s heritage and modern culture. Scenes feature everything from public bathhouses and hot dog stands to K-beauty clinics and coin karaoke rooms, giving audiences a richly textured view of contemporary Korea.

Korean travel platforms are reporting sharp increases in bookings and revenue since the film’s release. Data from Creatrip covering June 20 to July 19 shows foreign visitor spending on Korea’s traditional costume, known as hanbok, rose 30 percent from the previous month, while bathhouse tour packages jumped 84 percent. Demand for K-pop dance classes has been even more dramatic: bookings by American tourists surged 400 percent, and those from Taiwan spiked 575 percent.

Fans are not only eager to retrace their favorite scenes from the movie, they are also embracing the comfort foods enjoyed by its main characters — from gimbap and rice soup to instant noodles and Korean snacks — highlighting how pop culture is shaping culinary trends.

International visitors walk around food stalls in Seoul's central shopping and tourism district Myeong-dong, Sunday. Yonhap

Recognizing the phenomenon, Korean food giant Nongshim plans to launch special editions of its flagship products Shin Ramyun and Saewookkang snacks featuring “KPop Demon Hunters” characters at the end of August, blending pop icons with beloved local flavors.

According to the Korea Tourism Organization, Korea welcomed over 1.73 million visitors in July, which is a 23.1 percent rise over the same month last year, surpassing the prepandemic high seen in July 2019. For the first seven months of the year, arrivals soared 15.9 percent, underscoring a robust rebound.

A recent government survey found that 32.1 percent of inbound visitors were inspired by popular Korean content, and the total global K-culture fan club population reached 225 million. This year, predictions suggest tourist arrivals could climb as high as 20.9 million, generating an estimated 29.4 trillion won ($20.25 billion) in economic activity.