This is the English Version of 케데헌 이후 확장되는 K-Culture 여행 상품 트렌드 (5).
The global influence of the Korean Wave is no longer limited to specific fandom. K-pop concerts, drama filming tours, and experience programs that combine tradition and modernity are now developing into a combination of "travel" and "cultural consumption." In particular, the trend, which started with the "K-Pop Enthusiastic Tour" at the center, has expanded to K-Food, K-Beauty, and K-Life, bringing about a major change in the composition of travel agencies' products.
K-pop product explanation
1. Expanding from K-Pop to K-Culture Package
In the past, K-Culture travel products were mainly geared to watching concerts of specific idol groups or participating in fan meetings. However, various programs are currently being planned so that you can experience Korean music, fashion, and lifestyle directly even if there is no concert schedule.
◉ K-Pop Experience: Products including dance classes for trainees from agencies, visits to music video studios, and fan signing tickets.
◉ K-Drama Tour: A tour of drama filming locations (Nami Island, Gyeongbokgung Palace, Han River, Jeonju Hanok Village) and a tour of local food experiences.
◉ K-Fashion & Beauty Experience: Beauty classes and limited-edition goods shopping courses are provided in Myeong-dong, Hongdae, and Seongsu-dong.
These experiential products are gaining popularity in that travelers prefer experiences that can be directly participated and recorded, not just "seeing."
2. Customized content for Gen Z and millennials
K-pop fandom is now widespread around the world. In particular, Generation Z is a tourist base where SNS sharing is essential, and travel agencies actively reflect "Instagramable Points" in their schedules.
◉ Hot Place Cafe Tour in Seoul
◉ Visiting idol's favorite restaurant
◉ A course of places filmed by famous YouTubers and Tik Tokers
In addition, semi-packaged products (including accommodation + one or two experiences and the rest are free schedules) are also increasing by increasing the degree of freedom for individual travelers. This is a combination of the safety of package travel and the flexibility of free travel.
3. K-Culture products linked to provincial cities
Unlike in the past, when K-Culture travel was concentrated in Seoul, it has recently spread to local cities.
▷ Busan: After BTS concert, 'ARMY TOUR' has been re-examined. Linked to Haeundae, Yeongdo Cafe Village and Jagalchi Market.
▷ Jeonju: Popular as a travel destination that combines tradition and K-Drama background.
▷ Gangneung: A popular spot visited by overseas fans as a filming location for the drama 'Guardian' and 'Crash Landing on You'.
This is revitalizing the local tourism industry and creating a trend of actively supporting K-Culture-related infrastructure at the local government level.
4. Rise of the K-Food & K-Lifestyle Experience
Recently, one of the activities that foreign tourists really want to do in Korea is food and lifestyle experiences.
▷ K-Food Class: Kimchi making, bulgogi making, Korean cooking class.
▷ K-Café Tour: Visiting cafes, idol collaboration cafes, and dessert attractions featured in the drama.
▷ K-Lifestyle Experience: Hanbok and Hangeul calligraphy, participation in traditional craft classes.
These experiences are not only for the pleasure of traveling, but also for the purpose of 'understanding culture', so the satisfaction of staying is high and often leads to revisiting.
5. Next-Generation Travel Products Combined With Metaverse and XR
Throughout the COVID-19 pandemic, online concerts and metaverse fan meetings have become more common. Now, a new concept travel product that combines local experience + digital content is also attracting attention.
For example, it is a program in which a Korean visitor actually visits the front of the agency building and then experiences a fan meeting with an idol in a virtual space, or recreates the drama set with XR technology. This is opening up new possibilities in that it provides fans with physical and digital experiences at the same time.
Strengthen cooperation between travel agencies and the entertainment industry
K-Culture travel products are not just tourism products, but are areas closely connected to the entertainment industry. Large agencies such as SM, YG, and HYBE operate their own fan tour programs and release products affiliated with airlines and hotels. In addition, there are increasing cases of conducting tourism campaigns with local governments.
For example:
▷ Airline Special Ticket + Concert Ticket Package
▷ Provide fan meeting invitation event for hotel stay
▷ Combining local festivals and idol performances
These collaborations provide special value to travelers and generate profits for both businesses and regions.
future prospects
K-Culture travel products, which started with "Kedeheon," are expected to be further subdivided in the future. It will expand beyond just fandom-centeredness to "a journey to directly experience the lifestyle of Korean culture." In particular, since Generation Z shares real-time experiences and amplifies the value of travel, K-Culture travel is likely to grow steadily over the next few years.