Harnessing Pop Culture for Tourism: Lessons from South Korea

South Korea has become a standout example of how film and television can drive tourism, both domestically and internationally. From the dramatic locations featured in My Love from the Star—a romantic fantasy series about an alien stranded on Earth who falls in love with a top actress—to the cultural ripple effects of Squid Game, the dystopian survival drama that became a global phenomenon, the country’s strategic integration of entertainment and tourism marketing offers key insights for destinations seeking to capitalize on pop culture. While many countries, including the UK and USA, are leveraging film-induced tourism, South Korea’s ability to transform local settings into global attractions highlights a particularly effective model of engaging both domestic and international audiences.

Turning TV Shows into Tourism Drivers

The 2013 drama My Love from the Star catapulted South Korean locations into the spotlight, particularly among Chinese tourists. Key settings like Namsan Tower in Seoul and Petite France, a French-themed village in Gapyeong, saw a dramatic surge in visitor numbers. The appeal went beyond the visuals—viewers were drawn to the narrative itself, wanting to relive the romance and drama depicted on screen. This phenomenon underscores how storytelling can turn otherwise ordinary locations into compelling tourist attractions.

Similarly, the runaway success of Squid Game in 2021 brought international attention to locations like Ssangmun-dong, a neighborhood in Seoul, where some of the series’ pivotal scenes were filmed. While the series’ dark themes might not immediately suggest tourism potential, fans were eager to visit the real-world settings to immerse themselves in the story’s atmosphere. These examples illustrate the broad range of content that can inspire tourism, from romance and fantasy to dystopian drama.

Creating Emotional Connections

What makes pop culture tourism so powerful is its ability to evoke emotional connections. Fans of a film or TV series often form a deep attachment to the characters, stories, and settings. Visiting these locations allows them to step into the worlds they’ve admired on screen, creating a unique travel experience that is deeply personal. This connection often translates into higher spending on souvenirs, tours, and themed experiences, making pop culture tourism a lucrative opportunity for destinations.

For instance, the popularity of Korean dramas like Crash Landing on You—a romantic comedy about a South Korean heiress who accidentally ends up in North Korea—has driven visits to Jeju Island, which features prominently in the series. Fans seek out locations tied to pivotal moments, turning their travels into a reenactment of their favorite scenes.

Strategic Collaboration Between Industries

One of the key reasons for South Korea’s success is its coordinated approach between the entertainment industry, government agencies, and local businesses. The Korean Tourism Organization (KTO) works closely with production companies to identify and promote filming locations. This collaboration ensures that locations are ready to handle increased tourism, with infrastructure upgrades, multilingual signage, and themed tour packages.

For example, after the release of Goblin: The Lonely and Great God—a fantasy romance about an immortal being and a human bride—tourism agencies promoted Jumunjin Breakwater, where one of the show’s iconic scenes was filmed. The result was a massive increase in visitors, with local businesses benefiting from the influx.

The Role of Domestic Tourism

While much attention is given to international visitors, South Korea has also leveraged its content to boost domestic tourism. Shows like Reply 1988, a nostalgic drama set in Seoul during the late 1980s, have encouraged residents to explore their own country. By celebrating local culture and history through these productions, South Korea has deepened its appeal to domestic audiences, creating a more sustainable tourism model.

Managing Challenges: Over-Tourism and Sustainability

Pop culture tourism comes with challenges, including the risk of over-tourism and environmental degradation. South Korea has addressed this by promoting secondary locations and spreading the benefits across regions. Instead of focusing solely on Seoul, campaigns have highlighted other destinations like Busan, Jeonju, and Gyeongju.

This approach not only alleviates pressure on major urban centers but also brings economic opportunities to smaller towns and cities. For instance, the K-drama Winter Sonata helped transform Nami Island into a tourist hotspot, but careful planning ensured that its popularity didn’t overwhelm the local ecosystem.

Lessons for Destination Marketers

South Korea’s success in content tourism offers several takeaways for destination marketers worldwide:

• Leverage Emotional Storytelling: Highlight how locations are tied to compelling narratives that resonate with audiences.
• Collaborate Across Sectors: Work with production companies, government agencies, and local businesses to create a cohesive strategy.
• Promote Lesser-Known Locations: Spread tourism benefits by showcasing secondary destinations, reducing strain on iconic sites.
• Plan for Sustainability: Invest in infrastructure and consider the long-term impact of increased tourism on local communities and the environment.

Global Implications

While South Korea is a standout, the principles of content tourism are universal. From New Zealand’s Lord of the Rings landscapes to Croatia’s Game of Thrones filming locations, destinations around the world are recognizing the value of pop culture in attracting visitors. However, South Korea’s success lies in its ability to integrate content into its national identity, using it as a tool to promote not just tourism but also culture and heritage.

As streaming platforms like Netflix continue to expand the reach of global content, the opportunities for film and TV-driven tourism will only grow. Destination marketers must stay attuned to these trends and be prepared to capitalize on the next cultural wave.

Lasting Legacy

South Korea’s approach to content tourism highlights the potential for destinations to create meaningful and sustainable travel experiences through film and television. By blending storytelling with strategic marketing, destinations can not only attract visitors but also build a lasting cultural legacy. The challenge for marketers is to adapt these lessons to their own unique contexts, ensuring that the emotional connection between content and place is preserved while balancing economic growth with sustainability.