Philippines, Vietnam, And Thailand Love South Korea With Enduring Cultural Ties And Entertainment Trends That Keep Visitors Coming Year After Year

Published on December 30, 2025

Philippines, Vietnam, and Thailand continue to be some of the largest contributors to South Korea’s booming tourism industry, driven by enduring cultural ties and the global influence of Korean entertainment. From the widespread appeal of K-pop and K-beauty to the magnetic draw of Korean dramas and movies, these countries remain captivated by South Korea’s dynamic cultural scene. The popularity of Korean entertainment, coupled with the nation’s rich history and vibrant urban life, ensures that visitors from these nations keep returning year after year, making South Korea a top destination in Asia.

As 2025 comes to a close, South Korea’s flag carrier has revealed that Filipino travelers continue to play a major role in the country’s tourism industry. This revelation aligns with a 2023 report from the Korea Culture and Tourism Institute, which noted that a significant percentage of international travelers, specifically 32%, visited South Korea primarily due to its vibrant pop culture, or Hallyu. The influence of K-pop, K-beauty, and Korean entertainment has had a profound effect on tourism, drawing an ever-growing number of visitors from around the world, particularly from the Philippines.

The performance of South Korea’s tourism industry has shown remarkable resilience. According to the Ministry of Culture, Sports, and Tourism, South Korea welcomed 16.4 million foreign visitors in 2024, nearly matching the numbers seen before the pandemic. The country is on track to meet its goal of 18.7 million international arrivals by the end of the year. Among the countries driving this tourism growth, Vietnam, Thailand, and the Philippines stand out as some of the largest contributors to the influx of visitors. This steady rise in international arrivals is not only a testament to South Korea’s enduring appeal but also to its strategic tourism efforts targeting key markets.

Korean Air, South Korea’s largest airline, attributes much of this tourism success to the government’s well-crafted policies and targeted initiatives, which have helped foster consistent growth, especially from Filipino travelers. The widespread influence of Hallyu, along with the growing global demand for K-beauty products and experiences, is driving this increase in visits. Beyond music and entertainment, the country’s diverse offerings—ranging from shopping hubs and fashionable cafes to scenic views and vibrant city life—have created a compelling travel experience for international visitors.

2025 is shaping up to be another landmark year for South Korea’s entertainment and lifestyle tourism sectors. The global popularity of Korean television series, such as Squid Game and XO, Kitty, has fueled a new wave of interest in the country’s culture. These shows have become international phenomena, showcasing South Korea’s creativity and innovation, which resonate with viewers around the world. As a result, entertainment has become an integral part of South Korea’s tourism strategy, attracting more visitors who are eager to experience the real-world locations seen in their favorite shows.

The influence of entertainment is not limited to media alone. The Philippine Tourism Promotions Board has recently appointed Korean actors as tourism ambassadors for South Korea, further cementing the role of popular culture in the country’s tourism growth. This collaboration highlights the deep connection between the two nations and the powerful role that entertainment continues to play in shaping travel trends.

Moreover, South Korea’s appeal as a safe travel destination adds another layer to its attractiveness. The capital city, Seoul, has been ranked as one of the safest destinations in the world for 2025, according to the State of Travel Insurance’s annual safety report. The city’s low crime rate, cutting-edge infrastructure, and world-class healthcare services make it a highly appealing choice for Filipino travelers who prioritize safety and convenience. These factors, combined with South Korea’s rich cultural offerings, create an ideal environment for tourists seeking both adventure and peace of mind.

As tourism continues to grow, Korean Air is committed to enhancing the travel experience for its Filipino passengers. The airline’s ongoing efforts to improve the overall journey include enriching the layover experience at Incheon International Airport. Korean Air understands that a smooth, comfortable transit experience is a crucial part of the travel journey, particularly for passengers making international connections.

In addition to enhancing the airport experience, Korean Air has recently made significant moves to expand its Philippine network. In 2024, the airline introduced more flexible flight schedules and increased flight frequencies between South Korea and the Philippines, addressing the needs of Filipino travelers. This expansion has not only improved convenience but also contributed to the growth of passenger numbers, as more people choose Korean Air for their trips to South Korea.

Looking ahead, Korean Air is preparing for a major integration with Asiana Airlines, which will significantly expand the airline’s network and provide even more flight options for passengers. This integration will improve connectivity, making it easier for travelers to book seamless flights to and from South Korea. The combined network will offer greater flexibility in scheduling, further enhancing the airline’s appeal to travelers looking for convenience and accessibility.

Philippines, Vietnam, and Thailand continue to visit South Korea year after year, drawn by strong cultural ties and the global appeal of Korean entertainment, particularly K-pop, K-beauty, and popular TV shows. These enduring trends fuel the region’s consistent travel demand to South Korea.

South Korea’s tourism industry is experiencing a sustained and steady recovery, with Filipino travelers continuing to play a vital role in this growth. The influence of Hallyu, coupled with the country’s strategic efforts to cater to international visitors, has led to a tourism boom, with significant contributions from markets such as the Philippines, Vietnam, and Thailand. Korean Air’s expansion and focus on improving the passenger experience, particularly for Filipino travelers, are further fueling this growth. With the planned integration of Asiana Airlines and the continued success of South Korea’s entertainment and cultural sectors, the future looks bright for both the tourism industry and Korean Air as they continue to welcome an ever-increasing number of travelers to this dynamic and exciting destination.