Foreign tourists grow younger as Korean pop culture surges

Foreign tourists to Korea are getting younger as Hallyu, or the Korean Wave, has captivated audiences not only in Asia but globally.

Fans of BTS pose for photos in front of the HYBE headquarters building in Yongsan District, central Seoul. [NEWS1]

Foreign tourists to Korea are getting younger as Hallyu, or the Korean Wave, has captivated audiences not only in Asia but globally.

Out of the 11.03 million foreign tourists who visited Korea last year, one-third, or 3.93 million, were 30 or younger — constituting 35.6 percent of the total — according to data from the Korea Tourism Organization.

This represents an increase from a decade ago, when the proportion of foreign tourists under 31 stood at 27.6 percent in 2013.

Proportion of foreign tourists younger than 31 [AHN DA-YOUNG]

The 21-30 demographic emerged as the most prominent age bracket among foreign tourists, with 2.79 million visitors, or 25.3 percent of the total. Following closely were tourists aged 31-40, numbering 2.27 million and representing 20.6 percent of the total.

Examining the nationality breakdown, Japanese tourists emerged as the largest group, with the under-31 category climbing from 26.6 percent of the total a decade ago to 42.3 percent last year. Similarly, China witnessed a surge from 29.5 percent to 38.3 percent.

The trend of younger tourists was not confined to Asian countries but extended globally. The proportion of French tourists under 31 grew from 28.6 percent to 43.6 percent. In Britain's case, it increased from 20.7 percent to 34.4 percent.

A foreign tourist tries a Korean cosmetics product in Seoul. [YONHAP]

The Korean Wave, encompassing K-pop, movies, beauty products, and cultural content, has played a pivotal role in attracting young people from around the globe to Korea — for instance, fans not only attend BTS concerts but also make pilgrimages to sites like the HYBE agency in Yongsan. The romantic allure of Korean dramas featuring scenes along the Han River has inspired viewers to recreate these moments by enjoying chicken and beer by the riverside.

According to a recent survey by the Korea Tourism Organization, out of 18,400 people surveyed, 95.2 percent of "loyal visitors" who selected Korea as their top destination in Asia had already experienced Korean culture. Preferences for Korean cuisine (27.8 percent), dramas (23.5 percent), and pop music (13.8 percent) were cited as influential factors shaping visitors' impressions and intentions to visit.

In response to increased tourists post-Covid, visits have shifted to areas like Seongsu-dong and Yeouido from traditional commercial hubs like Myeong-dong and Jamsil, as millennials and Gen Z travelers opt for individual exploration.

Seoul was the epicenter of foreign transactions in 2023, according to BC Card's analysis, accounting for 71 percent of all such transactions.

In areas like Seongsu-dong, renowned for its bustling cafes and instant photo booths, sales skyrocketed by 973 percent compared to 2019. Similarly, districts like Yeouido, boasting department stores such as The Hyundai Seoul, saw a 479 percent jump in sales volume, while Hannam-dong experienced a spike of 429 percent compared to 2019 figures.

Conversely, traditional duty-free shopping areas like Sogong-dong witnessed a sharp 90 percent decline, and Jamsil 3-dong decreased by 88 percent from 2019.

Moreover, the food and beverage sector saw the most significant rise in sales proportion among foreign tourists transactions, leaping from 15 percent in 2019 to 26 percent in 2023. Experiential activities like instant photo booths and karaoke witnessed a surge from 1 to 7 percent, while transportation services, including baggage storage and express buses, increased from 1 to 4 percent.

"We are witnessing a shift in foreign travel trends from group tours to individual travelers, with an increase in spending on experiences and transportation while shopping spending decreases," a BC Card official said.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]