Surge in Demand Despite Summer Off-Season
Spotlight on Idol Styling Experiences and Body Scrubbing Products
A scene from the Netflix movie "K-Pop Demon Hunters." Screenshot from Sony Pictures Animation YouTube.
The global success of the Netflix movie "K-Pop Demon Hunters" is igniting the Korean tourism market. In particular, products related to bathhouses featured in the film are receiving enthusiastic responses from foreign tourists, leading to a surge in reservations for these offerings.
According to Klook on September 2, since the release of "K-Pop Demon Hunters" in June this year, there has been a sharp increase in bookings for products that allow travelers to experience Korean culture showcased in the movie, such as tours to Korea, K-pop, and body scrubbing.
Although the period from June to July is typically considered the off-season for foreign travel to Korea, Klook reported a slight increase in traffic related to Korean travel during this time in 2024. In August, both the number of reservations and overall traffic rose. In fact, during the first week of August, reservations increased by 8.4% and traffic by 4.5% compared to the previous week.
Despite being the off-season, the increase in reservations for K-pop related products was particularly notable. Comparing reservation data from the period after the release of "K-Pop Demon Hunters" (June 20 to August 10) to the previous period (April 30 to June 19), the number of bookings rose by 80%, and traffic increased by 24%.
In neighboring countries-Japan, Hong Kong, and Taiwan-reservations for K-pop related products increased by 20%, 16%, and 11%, respectively. By product, bookings for the "K-pop Idol Styling Experience" jumped by 200%, while K-pop dance classes rose by 40%.
Reservations for bathhouse-related products also grew. Overall bookings for body scrubbing experiences, which allow visitors to try Korea’s "Ddaemiri" (body scrubbing) and "Jjimjil" (sauna), increased by 11%. Among these, sauna pass reservations in Seodaemun District rose by 57%, while those in Jongno District increased by 15%. Klook plans to introduce a variety of body scrubbing experience products, such as "single-person scrubbing shops," to meet this growing demand ahead of the upcoming peak season.
Lee Junho, head of Klook Korea, said, "It is very encouraging to see that the success of 'K-Pop Demon Hunters' has once again brought global attention to K-content, which is translating into increased interest in travel to Korea and its culture. We hope this virtuous cycle will continue."
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