What draws tourists to South Korea?
The most common reason for tourists to travel to South Korea in 2022 was the food and shopping opportunities. A 2022 worldwide survey found that 49 percent of respondents considered Korean food to be very popular in their countries, with exports increasing in recent years. Korean fried chicken was the most popular Korean food abroad, even before Kimchi.
As of 2022, around 13 percent of respondents stated that they visited South Korea for K-pop and other "hallyu" experiences. The share of respondents visiting for that reason was especially high for younger tourists, reaching over 21 percent for respondents aged between 15 and 20 years old. "Hallyu", which describes the phenomenon of the globally rising popularity of South Korean pop culture, has been an important aspect of the marketing strategies for the country’s tourism industry. Around 88.3 percent of Hallyu tourists were planning to return within the following three years.