KPop Demon Hunters Success Fuels Hallyu Wave, Driving Surge in Seoul Visitors and Expansion of K-Pop Auditions

The success of Netflix’s animated series *KPop Demon Hunters* is generating ripple effects that extend beyond video content to Korea’s tourism industry and the broader K-Pop sector as a whole. Since the release of *KPop Demon Hunters*, set in Seoul, there has been a sharp increase in demand for Korean tourism. Analysis of Google Trends search interest in countries such as the United States, Japan, and France revealed that locations featured in the series—such as Bukchon (11.8%), Naksan Park (9.6%), and the Olympic Stadium (9.6%)—received high search volumes. According to statistics from domestic travel platform CreateTrip, within one month after the film’s release (June 20 to July 19), demand for on-screen bathhouse experience services surged by 84%, while K-Pop dance class bookings increased by 400% among American tourists and 575% among Taiwanese tourists. There was also a notable rise in visitors to the National Museum of Korea. The museum, which recorded the highest number of visitors in Asia in 2023, saw approximately 740,000 visitors in July this year—setting a new record for the highest monthly attendance since its opening. Thanks to the film, visitors who gained new appreciation for Korean traditional art are purchasing *KPop Demon Hunters* merchandise and traditional cultural products at Muzeshop. Specific changes have also emerged within the K-Pop industry. Global entertainment companies are leveraging *KPop Demon Hunters*’ success to discover new K-Pop talent. PLDD, a subsidiary of HYBE that has produced BTS, ENHYPEN, LE SSERAFIM, and TXT, held an audition in the San Francisco Bay Area seeking talents of all genders and nationalities born after 2007. Participants were required to showcase their singing, rapping, dancing, modeling, acting skills, or special talents for one minute. YG Entertainment, which has produced BLACKPINK and BABYMONSTER, is following suit and plans to hold an audition on the 24th of the same month in the San Francisco Bay Area for participants born between 2007 and 2014, focusing on categories such as singer, rapper, or dancer. According to a survey by the Korea Institute for Image Communication, music, movies, and dramas—components of Hallyu—are what foreigners first associate with “Koreanness” (93.10% of respondents). When asked about events that contributed to Korea’s rising global image, 95.07% of foreign respondents cited the global success of Korean dramas and movies. The survey organization stated, “*KPop Demon Hunters* reaching the top spot in Netflix film viewership history demonstrates that K-content has established itself as a worldwide brand.”