From K-dramas to BTS: How pop culture is reshaping tourism in South Korea

Fans are travelling to South Korea to experience the worlds of their favourite K-dramas and K-pop stars, creating new tourism opportunities and offering hope to communities grappling with population decline.

A tourist poses for photographs with a traditionally dressed guard outside Gyeongbokgung Palace in Seoul, South Korea. (Image: CNA)

Lim Yun Suk 08 Nov 2026 09:00AM Bookmark Bookmark Share WhatsApp Telegram Facebook Twitter Email LinkedIn Set CNA as your preferred source on Google Add CNA as a trusted source to help Google better understand and surface our content in search results. Read a summary of this article on FAST. Get bite-sized news via a newcards interface. Give it a try. Click here to return to FAST Tap here to return to FAST FAST SEOUL: For Norwegian tourist Annette Giwlebo, walking around historical landmarks in South Korea felt like stepping into a familiar world.The avid Korean drama fan recognised sights she had previously only seen on screen.“Now when I walk around, it’s like, ‘Oh, yes, I’ve seen this in K-dramas’,” she said.She is among a growing number of international visitors whose love of Korean entertainment is inspiring them to experience the country’s culture firsthand.

The trend extends beyond South Korea, with anime and manga fans in Japan also travelling to real-life locations featured in their favourite series.