Korea looks to escape rooms to drive next wave of tourism

International visitors explore Gyeongbok Palace in central Seoul in this provided photo. Courtesy of Korea Tourism Organization

The Korea Tourism Organization (KTO) has launched a new initiative to promote escape room venues, known locally as “bangtalchul cafes,” as the next wave of Hallyu tourism, aiming to make the experience more accessible to international visitors.

Escape rooms are immersive spaces where participants solve themed puzzles to escape an indoor entertainment facility within a set time limit. The craze gained momentum in Korea in the mid-2010s, evolving from simple lock-and-key setups to elaborate scenarios featuring intricate storylines and technology.

Today, these indoor entertainment experiences, celebrated for their blend of challenge, teamwork and storytelling, take inspiration from Korean myths, pop culture and historical events and are often located in vibrant entertainment districts.

KTO’s K-Quest Tour program is designed to showcase the appeal of local escape rooms to international tourists, as indoor entertainment experiences currently enjoy explosive popularity among young Koreans. This trend, officials note, is part of a broader “dailycation” movement that sees travelers search out authentic, leisure-filled experiences that reflect the rhythm of local life.

International visitors take part in a multilingual escape room experience in this provided photo. Courtesy of Korea Tourism Organization

Recent figures show that spending by international visitors on Korean-style entertainment soared 382.5 percent in the first half of 2025, compared with the same period last year, and escape room cafes are leading that growth at 1,419.2 percent. Also popular were arcades, PC cafes and noraebang, the local version of karaoke singing rooms, each evolving into destinations that offer uniquely Korean experiences beyond conventional tourism staples.

To make the experience more accessible to travelers, KTO partnered with leading domestic escape room operators such as Keyescape, Epiclog and Saisiot, investing in multilingual storylines and upgraded infrastructure.

From now through November, foreign visitors are eligible for a 30 percent discount and exclusive merchandise at select locations. Notable experiences featured in the K-Quest Tour include outdoor games based on Korean folklore near Gyeongbok Palace in Seoul, mystery-solving in the historic city of Gyeongju, North Gyeongsang Province, and immersive art events in the southern port city of Ulsan.

“This project marks the transformation of everyday Korean leisure into the next generation of Hallyu content,” said KTO’s Hallyu Content Team Director Kwak Jae-yeon. “We aim to help foreign visitors deeply connect with Korean culture through hands-on adventure.”