Netflix’s “KPop Demon Hunters” Rekindles Hallyu Wave…Record-Breaking Tourists to Seoul

Netflix’s animated series “KPop Demon Hunters” is driving a global surge in the Hallyu phenomenon. The show blends K-pop with Korean mythology and traditional culture, reflecting the intent of Canadian-Korean director Meggie Kang to promote Korea internationally. Since its release, worldwide interest in Korea has exploded. Google searches for “Korea” reached their highest level in 2 years and 8 months, while searches for “Korean Food” surged by 75% to an all-time high. In July of this year alone, 1.36 million foreign tourists visited Seoul, the highest figure on record. The increase in tourists has been particularly noticeable since the film’s release. Iconic Seoul locations that serve as settings in the series have become major pilgrimage spots. Myeongdong, Bukchon Hanok Village, Naksan Park, Namsan Seoul Tower, COEX Square, and the Seoul Olympic Main Stadium are attracting fans in large numbers. Bukchon Hanok Village, where the film’s protagonists Rumi and Jinu meet, and Namsan Seoul Tower, the site of the series’ climactic battle scene, are especially popular. Street vendors in Myeongdong sell unofficial movie-related merchandise, and the Myeongdong branch of Korean Mart has set up a movie-themed photo zone. The series is also bringing renewed attention to international historical awareness. After encountering the tiger character “Theppy” in the film, some TikTok users began researching the history of Korean tigers, uncovering facts about Japan’s efforts during its colonial rule to classify the tiger—a symbol of Joseon—as “Haesu” and organizing civilian hunting groups called Jeongho-gun to eradicate them. As of the 23rd, this video has received over 1.2 million views and spread worldwide. The comment section was filled with more than 2,000 responses from international users criticizing Japan’s past war crimes and distorted history education. The cultural impact is extending to tangible experiences as well. The gift shop at the National Museum of Korea is bustling with foreign tourists eager to purchase merchandise featuring the series’ tiger characters and the guardian spirits’ hats. Recently, there has been a growing trend of tourists wanting to experience Korean-style bathhouses following the examples in the film. Global curiosity about the cultural roots of Hallyu is also increasing. Yu Hong-jun, director of the National Museum of Korea, stated in his new book “A History of Korean Art for Foreigners” that “the demand from people around the world to understand the cultural traditions behind Hallyu is growing day by day.” He presented the essence of Korean cultural history through artifacts representing different periods from prehistoric times to the Joseon era, including architecture, sculpture, and paintings. Director Meggie Kang revealed that she incorporated Korean mythology and shaman culture extensively into the film’s production. She explained, “A shaman’s ritual ceremony is essentially Korea’s first concert,” adding that “Korean traditional beliefs centered on using music and songs to fight against demons form the core of the film.” She conducted thorough research on Korean culture during filming in locations such as Gwangjang Market, Myeongdong, Namsan Tower, Seonsan Folk Village, and the Seoul Olympic Main Stadium in 2022, incorporating details into costumes, choreography, and art design that Korean fans can immediately recognize.