Hallyu Wave Spreading to Everyday Experiences

Travel that allows foreign tourists to directly experience Korean daily life has become a new trend. Driven by the global popularity of K-culture, more foreigners are seeking to fully immerse themselves in Korean lifestyles and culture—not just visiting tourist spots—through activities such as jjimjilbang visits, K-beauty experiences, Korean language classes, and K-dance lessons.

The jjimjilbang culture is particularly attracting foreign tourists. Jjimjilbangs are unique Korean cultural facilities that go beyond simple bathing spaces, offering opportunities for rest, dining, and even sleeping. Many tourists try out various types of rooms, including hot stone rooms, clay rooms, salt rooms, and ice rooms. Videos of them enjoying macbanseok eggs and sikhye in these steamy environments spread rapidly on social media and YouTube. One foreign tourist said, “Sweating in the hot traditional stone room, then wearing a sheepskin towel while drinking macbanseok eggs and cool sikhye—there was no better place in the world.” Another traveler commented, “It was amazing to experience scenes I had only seen in dramas, and I spent the whole day there to relieve my travel fatigue.” Korea’s foot care culture is also gaining recognition as a unique experience. The professional exfoliation services provided by specialized foot care specialists, which are rare abroad, leave a strong impression on foreigners.

K-beauty tours are also very popular. Foreign tourists receive hair styling services or skin care treatments at Korean salons. In particular, makeup and hair treatments styled after Korean celebrities are highly sought after by tourists from Japan, China, Southeast Asia, the United States, and Europe. They order hairstyles similar to those of Korean idols and express satisfaction with professional services such as scalp care and hair spas. Visiting Korean dermatology clinics for treatments like laser toning and aqua peel has also become a standard part of foreign travel itineraries. An industry insider explained, “Foreign tourists are increasingly inclined to directly experience Korea’s beauty techniques and services rather than just shopping.”

Screen tourism, based on Hallyu content, is also boosting local tourism. Yeongwol, the main filming location for the movie “The Man Who Lived as a King,” which attracted 16.8 million viewers, saw a 190% increase in search volume for accommodations among domestic and international travelers on Agoda from January to April this year compared to the same period last year. Search volume for Goryeong doubled during the same time frame, while Yeosan saw a 35% increase due to the release of the horror movie “Salmokji.” Suwon’s search volume rose by 21% as it served as a filming location for dramas such as “That Year, We Were,” “Carrying Sunjae and Running,” and “Uyongwoo, the Strangest Attorney.” Jangheung experienced an 18% increase after becoming famous as the filming site for various works set at the former Jeonnam Jangheung Prison Zip.

Educational experience programs are also on the rise. Foreign tourists participate in short-term Korean language classes to learn everyday conversation and Hangul, along with Korean culture and etiquette. An American student learning Korean said, “I started learning Korean because I wanted to sing along to BTS songs and understand Korean dramas. Taking classes in Korea itself was extremely fun and interesting.” Among K-pop fans, dance academy experiences are particularly popular. More tourists are learning the latest K-pop choreography with professional instructors, filming videos, and sharing them on social media.

Experts analyze that foreign tourists do not simply visit Korea for sightseeing; they place great value on living like Koreans and experiencing their culture firsthand. They note that foreigners who have consistently been exposed to Hallyu content have developed admiration for Korean lifestyles. Looking ahead, they predict that the development of experience-based tourism products that combine Korea’s unique lifestyle culture with Hallyu content will be key to the growth of the tourism industry.