Kuala Lumpur Experiences Seoul’s Lifestyle and K-Culture at the ‘Seoul My Soul’ Event, Sparking Increased Interest in Seoul Travel: Why You Need to Know About It NOW!

Published on December 16, 2025

Seoul, the heart of Korean culture and a global hub for K-pop and K-drama, continues to expand its international influence through dynamic tourism promotion. In a groundbreaking move, Seoul’s Mayor Oh Se-hoon traveled to Kuala Lumpur on December 7, 2025, to attend the vibrant “Seoul My Soul in Kuala Lumpur” event, aimed at showcasing Seoul’s unique appeal to Malaysian audiences. This event not only celebrates Seoul’s global culture but also strengthens the growing tourism ties between South Korea and Malaysia. With more than 1,000 participants, including fans of K-culture, K-pop, and K-beauty, the event highlighted Seoul as a key travel destination for the MZ generation.

Seoul’s Efforts to Strengthen Ties with Malaysia

Seoul’s tourism push into Malaysia underscores the city’s growing role as a global leader in cultural tourism. The event was hosted by the Seoul Metropolitan Government and the Seoul Tourism Organization (STO), with a special focus on showcasing Seoul’s lifestyle to the Malaysian audience. Mayor Oh Se-hoon and the STO are committed to making Seoul more accessible to international tourists, particularly those captivated by the Korean Wave (Hallyu).

• Engaging the MZ Generation: The event attracted a younger crowd of Korean culture enthusiasts, with the aim of engaging the MZ generation through interactive experiences and live performances.
• Highlighting Seoul’s Strengths: Experiential zones were set up, covering K-food, K-beauty, and Seoul’s lifestyle, which have become globally recognised for their innovation and influence.

Key Highlights of the Event

1. K-Pop & K-Beauty Zones: Visitors were immersed in the world of K-pop through a K-pop dance choreography session, where participants learned the latest moves from popular K-pop hits. Additionally, a K-beauty zone featured makeup tutorials by local influencers, showcasing Seoul’s beauty innovations.
2. Seoul’s Iconic Landmarks: The event’s celebratory activities featured a Seoul Goods Christmas Tree Lighting Ceremony, where iconic Seoul landmarks like Namsan Seoul Tower and Dongdaemun Design Plaza (DDP) were highlighted through visual displays and animations, generating excitement among the audience.
3. Experiential Activities: Attendees also enjoyed K-snack tastings, giveaways sponsored by Nongshim, and the chance to take photos with Haechi, Seoul’s official mascot, alongside JENNIE, the official tourism model for Seoul.

A Rising Demand for Independent Travel from Malaysia

The growth of Hallyu culture has been a key factor driving tourism to Seoul from Malaysia. With K-pop, K-beauty, and K-drama becoming integral parts of Malaysian pop culture, there has been a notable increase in independent travel from Malaysian families and friend groups to Seoul. As of September 2025, Malaysian arrivals to Korea have reached 215,000, marking a significant recovery to 84% of pre-COVID levels.

• Increased Interest in Free Independent Travel (FIT): The demand for Free Independent Travel (FIT), where tourists explore Seoul on their own, is on the rise. This reflects the growing popularity of self-guided tours among Korean culture fans.
• Social Media Influence: The rise of Seoul-related hashtags (#Seoul, #VisitSeoul) on social media platforms like Instagram and TikTok has contributed significantly to the growing interest in Seoul as a travel destination. The MZ generation in Malaysia is spending an average of 4.6 hours weekly consuming K-content, which exceeds the regional average for Asia (3.8 hours).

Seoul’s Tourism Strategy: Strengthening Regional Marketing

Seoul’s tourism strategy in Malaysia aligns with the city’s broader goal of enhancing its global competitiveness as a tourism destination. According to Gil Ki-yeon, CEO of the Seoul Tourism Organization, the Malaysian market represents a significant opportunity for Seoul to increase its tourism visibility and strengthen local engagement.

• Localized Marketing Efforts: With events like “Seouliday,” Seoul continues to focus on localized marketing strategies that directly engage the target audience. These efforts are designed to build lasting relationships with Malaysian tourists, fostering a deeper understanding of Seoul’s vibrant culture.
• Future Growth and Collaborations: Moving forward, Seoul plans to continue its partnerships with local influencers and tourism bodies to increase exposure for Seoul’s cultural and travel offerings. The collaboration with Korean university alumni in Malaysia also helps in creating long-term cultural exchanges and reinforcing ties between the two nations.

Celebrating Seoul’s Global Influence in Kuala Lumpur

“Seoul My Soul in Kuala Lumpur” was not only a celebration of Seoul’s culture but also an opportunity for cultural diplomacy between South Korea and Malaysia. Mayor Oh Se-hoon took the time to meet members of AGIKO, Malaysia’s largest alumni association for Korean university graduates, expressing his gratitude for their role in deepening cultural and academic ties between the two countries. The AGIKO members, many of whom have lived and studied in Seoul, serve as key figures in promoting South Korea’s culture and knowledge-sharing in Malaysia.

• Building Global Networks: The alumni network plays a significant role in expanding Seoul’s global human network, strengthening the bond between South Korea and Malaysia through mutual understanding and exchange.

The Future of Seoul’s Tourism: A Dynamic Growth Trajectory

With Seoul firmly positioned as a leader in K-culture, the city is expected to see further growth in its tourism industry, particularly from Southeast Asia. Events like “Seouliday” showcase Seoul as a dynamic and modern destination, where visitors can explore not only its traditional beauty but also experience its cutting-edge trends in fashion, beauty, and entertainment.

• Korean Wave (Hallyu): The impact of the Korean Wave continues to boost Seoul’s tourism as more international visitors are attracted to the city’s cultural offerings, including its film industry, K-pop concerts, and cosmetic innovations.
• Promoting Sustainable Travel: As Seoul continues to grow as a major global destination, its tourism strategies will incorporate sustainability and eco-friendly tourism practices to preserve its unique cultural heritage while welcoming international tourists.

Conclusion

In conclusion, Seoul’s tourism efforts in Kuala Lumpur have proven to be a significant success in strengthening cultural ties between South Korea and Malaysia. With a growing demand for Hallyu content and independent travel, Seoul continues to expand its appeal to the MZ generation, positioning itself as a global cultural hub. The “Seoul My Soul” event is just one example of how the city is embracing local engagement and innovative marketing to ensure that visitors from around the world continue to discover its vibrant culture and rich history.