K-POP Expands Global Influence Through Pilgrimage Tours and European Fan Communities

K-POP’s global influence is expanding beyond the music industry into sectors such as tourism, community building, and trade. In particular, the Netflix animated series “KPop Demon Hunters” is driving a trend of pilgrimage tours, creating new opportunities for South Korea’s tourism and cultural industries. Set in Seoul, the series features major local attractions including the Naksan Park Hanseong Fortress Trail, Myeongdong Street, Bukchon Hanok Village, and the Seoul Traditional Medicine Promotion Center. As a result, “KPop Demon Hunters pilgrimage tours,” where fans visit the locations depicted in the show, have become an international tourism trend. Merchandise related to the series released by the National Museum of Korea sold out quickly, and a large crowd gathered at the “KPop Demon Hunters Drone Light Show” held in Dukseom Han River Park in Gwangjin-gu, Seoul, in September. Shellyelle, a Frenchwoman who visited the hanok village shown in the film, said, “I am a die-hard fan of KPop Demon Hunters, and I traveled all the way to South Korea because I wanted to see the places from the show.” K-POP communities are also actively forming across Europe. “Kick Café,” a renowned K-POP café in Paris—short for “Kpop is for Cool Kids”—is the first K-POP-themed café and concept store in Europe, serving as a sacred spot for French K-POP fans. Located near Saint-Denis Gate, the café offers Korean-style menu items such as bento boxes, Bingsoo ice cream, ramen, and triangular kimbap, and holds K-POP-related events almost weekly. Regular fans express their affection by saying, “Kick Café is my second home in Paris.” Even when groups like BLACKPINK, BTS, and Stray Kids gather over 50,000 fans at the Stade de France, French K-POP fans still practice their fandom “secretly,” displaying intense devotion in a quiet but strong manner. French fans have a unique approach to consuming K-POP content. Just as they savor wine thoroughly, they do not stick to just one or two groups but listen to a variety of groups evenly. They show enthusiasm even for idol groups that are relatively less known in South Korea. Groups such as Stray Kids, Dreamcatcher, and ENHYPEN gained prominence overseas first, while groups like HYBE and NewJeans also frequently visit France to increase their visibility. K-POP’s official influence is also growing in the North American market. The Korea Trade-Investment Promotion Agency (KOTRA) appointed actress Ha Ji-won, SHINee member and solo artist Taemin, and singer Hwasa as official ambassadors for the 2025 New York Korea Brand & Entertainment Expo. Hosted by the Ministry of Culture, Sports and Tourism and KOTRA, the expo will take place from November 6 to 8 at American Dream Mall, the largest shopping mall in the Eastern United States. It is expected to attract over 30,000 visitors and more than 250 industry buyers from North America and Latin America. Over 100 South Korean consumer goods companies will participate, conducting B2B export consultations and B2C marketing activities. The official ambassadors have all proven their global impact. Ha Ji-won built a strong fan base in North America through the Korean-U.S. joint drama “Drama World,” while Taemin is carrying out successful world tours both as a SHINee member and as a solo artist. Hwasa became the first South Korean female solo artist to top the U.S. iTunes album chart in 2020 and recently completed a tour covering 11 North American cities and throughout Asia. KOTRA President Kang Kyung-seong said, “Their participation will significantly strengthen the power of K-culture to expand exports.”