'KPop Demon Hunters' Drives Hallyu Tourism Boom with Highest Viewership in Netflix History

Netflix’s animated series 'KPop Demon Hunters' is fueling a surge in Hallyu tourism. Since its release in June, it has accumulated 314.2 million views, becoming the first Netflix content to achieve the highest viewership within 91 days. This surpasses the previous record holder, the Korean drama 'Squid Game' Season 1. The series’ success quickly spread among global fans. Four songs from the show, including the theme song "Golden," entered the top 10 of the U.S. Billboard Hot 100 Singles Chart, while tracks like "Golden" also reached the upper ranks in the UK. As a result, demand for trips to Korea has exploded. In the UK, Google searches for "Korea vacation" surged by 40% after the premiere of 'KPop Demon Hunters.' Wayfarer Travel reported a 17% increase in inquiries for customized Korea trips this year compared to 2024. Globally, searches for "Korea" rose by 43% over the past year, with searches for "Seoul" increasing by 219%. The filming locations featured in the series have become popular tourist attractions. Foods such as kimbap, kimmalgi, and ramen, along with locations like N Seoul Tower, Bukchon Hanok Village, and Naksan Park, are now essential tour stops. Entertainment companies’ headquarters such as SM, YG, and HYBE, Gyeongbokgung Palace, Seoul’s Ikseon-dong area, and beach cafes in Busan are also attracting large numbers of fans. According to the Seoul Metropolitan Government, the number of foreign tourists reached 1.36 million, a 23% increase from the previous year and an 18% rise compared to the same month in 2019 before the COVID-19 pandemic. In response to this tourism boom, Korean companies are also collaborating. Nongshim announced a collaboration with Netflix regarding products featured in the series. London’s V&A Museum held a Hallyu exhibition highlighting the success of 'Squid Game,' 'Parasite,' BTS, K-beauty, and K-food. Everland opened a 'KPop Demon Hunters' themed zone on September 26, offering character experiences, K-snack menus, and limited-edition merchandise in a space designed to replicate the series’ world. The themed zone features experience areas dedicated to characters such as "Huntrix" and "Lion Boys," special menus inspired by the story including K-snacks like ramen and kimbap, as well as "Huntrix Set" and "Lion Boys Set" items, alongside 38 types of limited-edition goods. Experts view this phenomenon as a sign that the globalization of Hallyu has entered a stage of consolidation. NH Investment & Securities analyzed that "the reproduction of Korean culture in North America is only possible now that it is recognized as a global culture." Betty Bouche-Hobin of Destination2 stated, "The explosive growth of K-pop through Netflix has advanced cultural experiences to a new level," adding that "thanks to children’s obsession with K-pop, families are booking long-distance trips to Korea." According to the Korea Tourism Organization, Korea welcomed over 12 million foreign visitors in 2023, a 35% increase from 2019.