South Korea’s vibrant culture is captivating the world, thanks to the global rise of K-beauty, K-pop, Korean cuisine, and other cultural phenomena that have made significant impacts on Western trends. From skincare that sets industry standards to record-breaking entertainment and Michelin-starred culinary experiences, South Korea is the ultimate destination for anyone looking to immerse themselves in a thriving cultural landscape.

"As we look ahead to 2025, there has never been a better time to plan your visit to South Korea,” said Hee Jin Cho, executive director of the Korea Tourism Organization’s New York Office. “From the vibrant streets of Seoul to the rich flavors of authentic Korean BBQ and the tranquil beauty of ancient temples, South Korea offers an unparalleled cultural experience. Make 2025 the year you discover the heart of Korean culture in its homeland.”

Over the last decade, South Korea has emerged as a global cultural powerhouse with its influence spanning beauty, music, food and film.

• K-beauty: Korean skincare and cosmetics are driving global beauty standards, offering innovative products like sheet masks and snail mucin serums. According to Statista, the revenue generated in the Beauty & Personal Care market in South Korea is projected to reach $15 billion dollars by the end of 2024.¹
• K-pop and Film: With hits like BTS, BLACKPINK and global cinematic sensations such as Parasite and Squid Game, South Korean entertainment is reshaping global pop culture. A report by Allied Market Research showed that the K-pop events market alone was valued at $8.1 billion in 2021 and is estimated to reach $20 billion by 2031.²
• K-food: South Korean cuisine has gained worldwide recognition, with dishes like kimchi, bibimbap, and Korean fried chicken becoming household staples. 'The MICHELIN Guide Seoul & Busan 2024' highlights Seoul and Busan as top gastronomic destinations, recommending a total of 222 restaurants: 177 in Seoul and 43 in Busan.³

Social media platforms like TikTok and Instagram have helped fuel the Korean culture boom, with hashtags such as #Kbeauty (10 billion+ views) and #Kpop (150 billion+ views) showcasing how K-culture inspires global audiences daily.

Soak up South Korea’s culture in-person with the following attractions:

• Beauty Districts: Visit Myeongdong in Seoul, a haven for K-beauty enthusiasts, where visitors can explore flagship stores, indulge in premium skincare and experience innovative beauty technologies and treatments.
• Music and Arts Festivals: From the Korea Art Festival, to Seoul Jazz Festival and Hallyu K-pop concerts, South Korea is home to dynamic events celebrating creativity and talent.
• Cuisine Tours: Enjoy immersive cooking classes in Jeonju, a UNESCO-designated City of Gastronomy, or authentic street food tours in Busan.
• Historical and Modern Contrasts: Marvel at the ancient Gyeongbokgung Palace and futuristic landmarks like the Dongdaemun Design Plaza—all within the city of Seoul.

Travelers can now take advantage of the extended visa exemption period for the Korea Electronic Travel Authorization (K-ETA), making travel to South Korea even easier. The Ministry of Justice recently announced that the K-ETA exemption period for select countries, including the U.S., U.K. and Japan, has been extended through December 31, 2025, as part of the Visit Korea Year 2023–2024 campaign.

Whether it’s savoring authentic flavors, shopping for cutting-edge cosmetics, or attending live K-pop concerts, there’s no better time to plan a visit South Korea to experience the heart of Korean culture firsthand. To learn more about traveling to South Korea, visit the Korea Tourism Organization’s official website at english.visitkorea.or.kr.

To access and download images of South Korea click here.

About Korea Tourism Organization:

Korea Tourism Organization (KTO) is an organization of the Republic of Korea (South Korea) under the Ministry of Culture, Sports, and Tourism (MCST). KTO serves the interests of Korea’s tourism economy by marketing the country as an all-season visitor destination. Fascinating history, rich culture, amazing food, and friendly people combine to make South Korea one of the most visited countries. The Visit Korea Year 2023-2024 campaign promotes K-Culture. Located in East Asia, South Korea is a country of contrasts, with tourist attractions ranging from ancient mountaintop Buddhist temples such as Bulguksa Temple to the ultra-modern skyscrapers as Lotte World Tower in Seoul. For more information visit english.visitkorea.or.kr

Sources:

1. Statista
2. Allied Market Research
3. The MICHELIN Guide Seoul & Busan 2024

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