Global Netflix hit K-Pop Demon Hunters is sending travellers to South Korea in droves. Data from Trip.com Group shows flight bookings to the country are up 25% year-on-year since the film’s release on 20 June, with an average monthly growth of 11% since then.
Asian markets are leading the surge, with China, Japan and Vietnam topping booking volumes. Western travellers are also joining in – flights from Canada and Australia have risen by over 50% and 20% year-on-year respectively.
The Seoul city government reported a record 1.36 million foreign visitors in July, citing the film’s popularity as a major tourism boost.
Fans are keen to visit locations featured in the film. Bukchon Hanok Village and the National Museum of Korea have become top spots, with searches for the museum up 34% and bookings for Gyeongbokgung Palace jumping 115% year-on-year. Trip.Pulse, Trip.com’s travel trends tracker, recorded over 300,000 views for a walking tour of Bukchon Hanok Village. Other cultural experiences gaining attention include half-day tours to make kimchi and enjoy traditional Korean tea ceremonies in Hanok houses.
The frenzy may grow even bigger with Everland theme park launching a K-Pop Demon Hunters zone. Visitors can enjoy mission-based games, interactive photo spots, and character interactions with Huntr/x and the Saja Boys.
“Korean pop culture has captivated hearts worldwide, and this is driving travel to South Korea, as well as a global demand for local cultural experiences. Our latest data shows that the travel surge is largely driven by Millennials and Gen Zs, highlighting the massive appeal and influence of Korean pop culture among young travellers worldwide,” said Justin Hong, general manager of Trip.com Korea.