[Beijing Diary] "Koreans Are Fascinated by Zhangjiajie"

During the Labor Day holiday (May 1-5), a notable phenomenon has emerged in the Chinese market, where tourism demand has surged. One aspect is the influx of Korean tourists visiting China during Korea's own golden holiday period. Another is that a significant number of these tourists are flocking specifically to Zhangjiajie, a famous tourist destination in Hunan Province.

According to local media reports, which cite data from the Korean travel agency Hana Tour, demand for travel to China in May has soared by 608% compared to the previous year. The popularity of Zhangjiajie is especially remarkable. Although this figure may be somewhat exaggerated, considering that in May last year, group tours were difficult due to the lingering effects of zero-COVID policies and visa issues, it is clear that the recovery between the two countries has been rapid.

Additionally, citing data from the Korean Ministry of Justice, it was reported that 142,000 Koreans visited China in January, marking a 908.7% increase compared to the same period last year. It was also mentioned that, among the 106,106 foreign tourists who visited Zhangjiajie in January and February this year, 43% (45,823 people) were Korean.

An interesting point is that, since the end of last month, Chinese media outlets have been reporting this news 'in unison.' Based on past precedent, it is highly likely that this reflects a decision from higher authorities that such information should become a widespread public issue. As of the afternoon of May 4, more than 60 articles with headlines such as 'Koreans are obsessed with traveling to China' and 'Over 900% surge in Korean tourists! Traveling to China becomes the new trend' can be found in local searches. The content of these articles is largely similar.

Pengpai News published an analysis at the end of last month on why Zhangjiajie is so popular among Koreans. The article noted that in Korea, there is a saying, "If you want to show filial piety, send your parents to Zhangjiajie." It also described how, in Zhangjiajie, it is common to hear elderly tourists exclaiming "Omo Omo" (a Korean expression of surprise, rendered as ?莫?莫 in Chinese). Pengpai News further reported that "travel bookings from Korea to Zhangjiajie are fully booked through the end of October," and explained, "Now, there are more Korean-speaking tour guides in Zhangjiajie than anyone else, Korean food can be found everywhere on the streets, and even milk tea shops have menus in Korean."

A beverage shop in Zhangjiajie, Hunan Province, China, has its menu displayed in Korean. (Photo by Pengpai News)

The article went on to state that "Koreans' love for Zhangjiajie began around the 2000s," explaining that "since most Koreans live in a mountainous country, they enjoy hiking, and Zhangjiajie's unique terrain is something rarely seen in Korea." The report also referenced the 2016 variety show "Let's Go Together," in which the cast was impressed by the scenery of Zhangjiajie, and the 2018 hit drama "My Mister," where the main characters discussed sending their mother on a trip to Zhangjiajie.

The reason China is so enthusiastic about these reports is that the country needs foreign tourists, and Koreans are no exception. At a time when trends originating in Korea are generating global excitement, catering to Korean preferences becomes a valuable promotional point. Koreans, too, should not simply watch Chinese tourism trends from the sidelines. Instead, they should seek to maximize convenience for Korean tourists, listen to their needs, and ensure they benefit from the experience. Likewise, there is no reason for Chinese tourists to feel uncomfortable traveling to Korea. For years, people in both countries have encountered each other only through provocative articles and online comments, but the truth is not found there. It is only by seeing, meeting, and experiencing each other firsthand that one can form a true opinion-even if that leads to dislike, it is not too late.