Seoul Travel Searches Surge 155% Following BTS’s Full-Lineup Return

Within 48 hours of the announcement that BTS would return in their full lineup after approximately four years, search volumes for trips to Seoul from abroad surged by 155%. Busan saw a 2375% increase, driving activity throughout the country’s tourism market.

A phenomenon known as “tour tourism” has emerged, where fans travel to see their favorite stars and this movement impacts local tourism and hospitality industries. Overseas fans’ journeys do not end at the concert venues. They also seek out the agency headquarters and restaurants or cafes visited by the artists, following in the “footsteps of the idols.” Platforms like Xiaohongshu and X are filled with shared itineraries and verification photos, creating a cycle that leads to further visits. Seoul has evolved beyond being a simple tourist destination into a “holy land” for global K-pop fans.

SM Entertainment’s new headquarters in Seongsu-dong is a must-visit spot for fans. The “KWANGYA Store” inside the building sees a steady stream of fans looking to purchase albums and official merchandise from artists such as Girls’ Generation, SHINee, EXO, NCT, and aespa. It is also common to see fans taking photos in front of the building with photo cards. Recently, the Seongsu area has become a key hub for K-pop pop-up stores. In 2025, pop-ups and exhibitions celebrating album releases by popular idols like NCT WISH, RIIZE, and NMIXX were held there, receiving enthusiastic responses from fans.

COEX in Gangnam is another major hub. At COEX K-Pop Plaza, fans can watch videos of artists displayed on large screens and through 3D media art. “Ktown4u coex” located in COEX Mall offers the latest albums, merchandise, as well as pop-up events and experience programs.

HYBE’s headquarters in Yongsan is a place frequently visited by global fans of SEVENTEEN, TOMORROW X TOGETHER, ENHYPEN, LE SSERAFIM, and ILLIT. Taking photos against the backdrop of the building and viewing cheering advertisements celebrating birthdays or Comeback events has become part of the standard itinerary. After visiting the headquarters, visitors often head to Yongridan-gil.

Nearby restaurants and cafes have become popular spots among fans. “Ogeunnae 2 Dakgalbi,” located just 5 minutes walk from the headquarters, gained popularity after news emerged that RM and ENHYPEN members visited there. “Standard Bun” became famous among fans after ILLIT member Minju visited it. Experiencing the drinks or desserts said to be enjoyed by the idols has become another form of travel attraction. The K-pop merchandise shop “WithMUU” inside Yongsan IPark Mall allows fans to purchase the latest albums, official lightsticks, and various other items.

These pilgrimage-style tours are generating real revenue opportunities for the country’s tourism and hospitality industries.