A surge of interest in South Korea has been reported following the release of Squid Game series 2, with travel money provider eurochange seeing a 360% increase in searches for the South Korean won. The sharp rise in demand highlights the growing influence of Korean popular culture on global tourism.
The trend, dubbed ‘Squid Tourism,’ reflects the power of K-dramas and films in shaping travel habits. South Korea has long been a cultural powerhouse, but recent years have seen an even greater boom in international interest. Squid Game season 2 amassed 68 million views within its first four days, making it the third most-watched season in Netflix history. Meanwhile, the Korean-based show XO Kitty also performed strongly, receiving over 72 million views last year and is set to return later this month.
K-pop has also played a significant role in South Korea’s increasing global appeal. In the UK, Blackpink made history in 2023 by becoming the first Korean band to headline BST Hyde Park, while Seventeen became the first K-pop act to perform at Glastonbury in 2024. The rising interest in South Korean culture is translating into growing tourism figures, with 139,275 British visitors travelling to South Korea in 2024 – a 15% increase compared to the previous year.
Laura Evans Fisk, head of digital & engagement at eurochange, said: “Korean popular culture has been thriving for a number of years now, so it’s not surprising we’re seeing a boom in travel demand. We’ve seen a huge spike in customers looking to buy the South Korean Won this month, almost immediately after the new Squid Game series was released. This just shows how excited people are to visit this amazing country and some of the filming locations of the show!”
Cody Stallard, a 35-year-old SEO manager from Manchester, lived in Changwon-si, South Korea, for just over a year. Reflecting on his experience, he shared insights for those looking to visit: “I had a fantastic time living in South Korea. I particularly loved the food scene – Korean fried chicken is incredible! Eating out is affordable, and the variety of local and market food spots is amazing.”
Beyond its cuisine, South Korea’s film and television industry continues to boost its global reputation. Stallard notes: “South Korea has gained more attention through films and TV shows such as Train to Busan and Squid Game. Its proximity to Japan also makes it an ideal stopover destination for those travelling further east.”
For those planning a visit, he suggests considering smaller cities beyond Seoul. “In Seoul, you’ll find it relatively easy to get by with English. However, in smaller cities like Changwon or Busan, while English proficiency is improving, it’s helpful to learn some basic Korean phrases and read Hanguel – it will make a big difference.”
As a recommendation, he highlights Andong as a must-visit destination: “Andong is a stunning traditional village where you can experience Korean culture, local festivals, and shows.”
Finally, he offers some advice on local etiquette: “Be respectful. While the drinking culture can be a lot of fun, locals may be less tolerant of expats who get too carried away and cause unwanted scenes.”
With a growing appetite for South Korean culture, the country is expected to see a steady rise in international visitors throughout 2025, reinforcing its status as a top global travel destination.