Hanam Rises as South Korea’s Newest Tourism Hub Fueled by K-Culture, Here’s All You Need to Know

Published on November 30, 2025

Thanks to its well-established transportation network and K-Culture amenities, Hanam is redefining the meaning of “Seoul-adjacent tourism.” It is now one of the hottest domestic and international tourist destinations in South Korea, and in recent years it has transformed from a Seoul suburb to a propitious global city. To be a part of this historic moment, tourists looking for one-of-a-kind experiences flock to Hanam.

The Rise of Hanam as a K-Culture Hub

Hanam’s transformation into a top-tier tourism destination is driven by its embrace of K-culture. As part of South Korea’s broader tourism boom, the city is capitalizing on the global popularity of K-pop, K-beauty, and Korean dramas. Hanam is positioning itself as a key player in the K-pop economy, with large-scale entertainment venues, shopping districts, and cultural spaces being developed to cater to the growing demand for Korean cultural experiences.

City officials, including the mayor, are eager to capitalize on the tourism momentum, aiming to transform Hanam into a global hub for K-culture. This ambition is already taking shape with the construction of cultural districts and performance spaces that rival those in Seoul, making Hanam a prime destination for travelers looking to dive deeper into Korean entertainment, history, and modern culture.

Accessible and Convenient: Hanam’s Strategic Location

One of Hanam’s biggest advantages is its proximity to Seoul. With direct access via Seoul Metro Line 5 and express bus routes, tourists can now travel between Hanam and the capital in under an hour. This level of accessibility has made the city an attractive option for international visitors who want to experience the cultural richness of Korea without the crowds often associated with Seoul’s more famous tourist spots.

The development of Hanam into a tourism hotspot is part of a larger trend where regional cities in Korea are beginning to offer compelling alternatives to the capital. These cities are leveraging their unique local offerings and blending them with the growing demand for K-culture, creating a new wave of “beyond Seoul” tourism that is quickly gaining traction with global travelers.

Business Tourism and Regional Development

South Korea’s tourism sector has experienced remarkable growth, driven by the global popularity of Korean content and increasing interest from international visitors. According to a Visa report, foreign arrivals in South Korea jumped by 48.4% in 2025 compared to 2024, with the country receiving 16.37 million foreign tourists in the past year. This growth, particularly in K-content-driven tourism, has provided a significant boost to South Korea’s economy.

Despite the surge in tourism, only 7.8% of foreign tourists venture beyond Seoul, Incheon, and Gyeonggi Province. Hanam’s rise reflects the potential for regional cities to capture a larger share of the tourism market. With its growing retail and cultural infrastructure, the city is setting an example of how well-developed regional tourism can thrive with the right mix of accessibility, content development, and local investment.

Retail and Lifestyle Tourism Flourish in Hanam

One of the most exciting aspects of Hanam’s rise is its shift toward lifestyle tourism. Foreign tourists are increasingly seeking everyday cultural experiences over traditional tourist landmarks. This shift has been evident across South Korea, where lifestyle and retail experiences have become central to the tourism experience.

Retail chains like Olive Young, The Hyundai Seoul, and Daiso have reported significant increases in foreign customer visits, signaling a shift in consumer preferences. In Hanam, the growing demand for shopping, dining, and cultural activities is evident. The city’s modern shopping zones, which include a mix of international and local brands, are becoming cultural hotspots for both residents and visitors. This is part of the broader trend toward lifestyle tourism, where the focus is not just on historical landmarks but on modern cultural experiences that resonate with international travelers.

The Challenges and Opportunities for Hanam’s Tourism Sector

Despite the promising growth, Hanam faces some challenges. The broader tourism industry in South Korea is experiencing labor shortages, with eight out of 10 tourism businesses reporting staffing gaps. Additionally, the high cost of tourism-related services and limited local tourism infrastructure in some areas remain hurdles for growth. While Hanam’s development is on the right track, the city will need to ensure that its workforce can meet the growing demand and that infrastructure projects continue to keep pace with increasing tourism numbers.

Moreover, regional disparity remains a concern for South Korea’s tourism sector. While Hanam is successfully capturing the attention of both international tourists and domestic travelers, other regions still lack the direct flights, modern services, and cultural programming that make a destination appealing to international visitors. To address these issues, the country’s tourism authorities are working to ensure that more cities like Hanam receive the necessary support and investment to remain competitive in the global tourism market.

Hanam’s Future: A New Model for Korean Tourism

The development of Hanam is, however, the first of its kind and is a part of a greater trend in the reconfiguration of tourism in South Korea. Its proximity to the capital, Seoul, and urban culture and sophistication, Hanam is in-tuned to the demands of modern, global tourists. Seeing the scope of the tourism potential in South Korea, it will not be the only city in the region to replicate Hanam’s model. It will be a considerable growth and development on Hanam’s model.