South Korea is leveraging its K-culture, which encompasses K-pop, K-drama, and K-beauty, to attract more tourists to the country. K-culture has been gaining popularity globally, particularly among young people, and the Korean government sees it as an opportunity to boost tourism revenue. The country is already a popular destination for tourists, with attractions such as historic palaces and temples, vibrant cities, and beautiful countryside. However, the government hopes that K-culture can bring in even more visitors and extend their stay in the country.
One of the ways South Korea is promoting its K-culture is through the Korean Wave or Hallyu, which refers to the global interest in Korean entertainment and culture. The Korean government has been supporting the Hallyu since the early 2000s, recognizing its potential to improve the image of the country and increase its soft power. The Hallyu has been a success, with K-pop groups like BTS and Blackpink gaining worldwide fame and K-dramas like Crash Landing on You and Itaewon Class becoming popular on streaming platforms. K-beauty, which refers to Korean skincare and makeup products, has also been growing in popularity worldwide.
South Korea is using the Hallyu to attract more tourists by organizing K-culture experiences and events. For example, the K-Style Hub in Seoul offers visitors a chance to try on traditional costumes, learn how to make Korean handicrafts, and get a K-beauty makeover. In addition, the Korean government has been promoting K-drama and K-pop filming locations as tourist attractions. Fans of K-dramas can visit locations where their favorite scenes were filmed, while K-pop fans can attend concerts and fan meetings.
The South Korean government is also developing K-culture-themed infrastructure and amenities to attract tourists. For example, the government plans to build a K-culture complex in Gangwon Province, which will include a theme park, theater, and exhibition halls showcasing K-culture. The complex is expected to be completed in 2024 and will offer visitors an all-encompassing K-culture experience. In addition, hotels and restaurants are incorporating K-culture into their services, such as offering K-pop-themed rooms and menus.
The efforts to promote K-culture for tourism have been successful so far, with more tourists visiting South Korea to experience K-culture. According to the Korea Tourism Organization, the number of foreign tourists visiting South Korea reached 11.1 million in 2019, with the largest increase coming from Southeast Asia. The KTO also reported that K-culture accounted for 18% of tourism sales in South Korea in 2019.
However, the COVID-19 pandemic has had a significant impact on the country’s tourism industry, and K-culture tourism has not been immune. The cancellation of concerts, fan meetings, and other events has led to a decline in the number of tourists visiting South Korea. In addition, the pandemic has forced the country to close its borders to foreign tourists, further affecting the industry.
Despite the challenges, the South Korean government remains optimistic about the future of K-culture tourism. The government has been providing financial support to businesses in the tourism industry, such as offering loans and tax benefits. In addition, it has been promoting domestic tourism to make up for the loss of foreign tourists. The government hopes that as the pandemic subsides, more tourists will return to South Korea, eager to experience K-culture.
In conclusion, South Korea is making use of its K-culture to attract more tourists to the country. The Hallyu has been a successful tool in promoting K-culture, and the country has been organizing K-culture experiences and events to attract visitors. The government is also developing K-culture-themed infrastructure and amenities, such as a K-culture complex in Gangwon Province. While the COVID-19 pandemic has affected the tourism industry, the South Korean government remains optimistic about the future of K-culture tourism and has been providing financial support to the tourism industry.