K-Content Tourism Drives 32% Surge in Foreign Tourists’ Spending in Korea

Written By: Sarannya Acharya

Sarannya Acharya

Sarannya Acharya is a content writer with a strong academic and professional background in media and communication. She holds an M.Sc in Media Science and is currently pursuing a Ph.D. at Swami Vivekananda University, Barrackpore, with a specialization in Advertising. With over three years of experience in content writing, she brings a blend of research-driven insight and creative storytelling to her work. Alongside her professional role, she is actively engaged in academics, contributing to the field through teaching and scholarly involvement. Her expertise lies in crafting well-structured, engaging, and informative content, supported by a solid foundation in media theory and practical industry knowledge.

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October 27, 2025 4:19 PM

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In the third quarter of 2025, foreign tourists’ spending in South Korea surged by 32%, reaching ₩5.025 trillion (approximately US$3.6 billion), according to Hana Card data. This growth reflects the increasing global popularity of Korean cultural content, particularly in the K-pop and entertainment sectors. As Korean music, films, and television shows captivate international audiences, more travelers are flocking to Korea, sparking a “content pilgrimage” that is boosting both tourism and local spending.

Surge in Spending Linked to K-Pop and K-Content

Hana Card’s analysis of international transaction data revealed that foreign credit and debit card purchases increased by 30% year-on-year in Q3 2025. Industry experts attribute this surge to the global rise in popularity of Korean cultural exports, especially the animated film K-Pop: Demon Hunters. This film has inspired tourists to visit locations featured in K-content, making them part of themed travel itineraries.

Locations like Bukchon Hanok Village, Gangnam COEX, and Naksan Park, which were prominently featured in the film, saw a remarkable rise in foreign tourist spending. Hana Card’s report shows that the number of transactions at these locations increased by 54%, 30%, and 29%, respectively, compared to the same period in 2024.

Growing Demand for K-Experiences and Wellness Tourism

The rise in K-content tourism isn’t limited to sightseeing. Foreign visitors have also embraced hands-on K-experiences, particularly those in the wellness and lifestyle sectors. The appeal of traditional Korean saunas, spas, and bathhouses has driven a 37% year-on-year increase in spending in these areas. Additionally, spending at oriental medicine clinics and hospitals has risen by 22%, as more tourists seek authentic wellness experiences rooted in Korean culture.

The growing demand for beauty and lifestyle experiences also plays a role in the surge. Payments at photo studios, a favorite among tourists looking to capture their memories, increased by 30%. Beauty chains such as Olive Young saw a 41% boost in spending, reflecting the growing interest in Korean beauty products and treatments.

U.S. Tourists Lead Spending Surge

Among the foreign tourists flocking to Korea, visitors from the United States recorded the highest spending during Q3 2025. Following the U.S. tourists, travelers from Japan, Taiwan, Hong Kong, and China contributed significantly to the spending spike. The fastest-growing nationalities in terms of spending were Taiwan (+64%), China (+45%), and Japan (+32%), reflecting the global spread of K-content’s influence.

Boost for Local Businesses and the Korean Economy

The dramatic rise in foreign tourist spending is not only benefiting tourism-related sectors but also providing a much-needed boost to small businesses across Korea. According to the Korea Tourism Data Lab, 12.38 million foreign tourists visited Korea between January and August 2025, marking a 16% increase from the previous year. With the full year on track to exceed 20 million foreign visitors, the increase in tourism consumption is helping to revitalize domestic demand in retail, wellness, and cultural sectors.

This economic impact is part of Korea’s broader effort to strengthen its position as a global tourism and cultural hub, thanks to the immense international appeal of K-content. The rise in foreign spending is closely aligned with the country’s vision to integrate culture and tourism, making Korea an attractive destination for global travelers.

A New Era for Korean Tourism

As K-pop and Korean drama continue to dominate the international entertainment scene, Korea’s tourism industry is benefiting from an influx of international visitors. The sharp rise in card payments shows that travelers are increasingly spending on experiences linked to the content they love, making their trips to Korea more immersive. From K-pop concerts to traditional wellness experiences, the country’s offerings are resonating with tourists in new and exciting ways.

Looking Ahead to Continued Growth

Korea’s tourism industry is expected to see continued growth, with the global popularity of K-content fueling more interest in the country’s unique cultural experiences. As foreign tourists continue to explore K-pop destinations, traditional sites, and wellness offerings, Korea is poised to remain a top destination for travelers seeking to experience the magic of K-content firsthand.