[Jihye Choi's Trend 2025] K-Heritage: The Power of Cultural Roots

The Korean Wave Expands into History and Tradition
Museums and Palaces Attract Millennials and Gen Z
Traditional Performances and Shamanism Codes Gain Popularity

From January to August of this year, the National Museum of Korea recorded approximately 4.32 million visitors. This figure has already surpassed the previous all-time high of 4,180,285 visitors in 2023, marking the first time annual attendance has exceeded 4 million. At the current pace, it appears likely that the museum will surpass the 5 million visitor milestone for the first time since its opening as the National Museum in 1945.

This explosive growth is rooted in the rediscovery and global spread of "K-Heritage." The Korean Wave, which began with K-pop and K-dramas, has now evolved into a deeper exploration of Korea’s history and traditional culture-K-Heritage. K-Heritage is no longer a relic trapped behind museum glass; it is evolving into "hip" content that captivates audiences worldwide.

The first phenomenon is the soaring popularity of museums. The National Museum of Korea is a prime example. On weekends, both domestic and international visitors line up for early entry. This trend is also reflected in the sales of the museum’s merchandise brand, "Muze." In 2024, Muze’s sales reached approximately 21.3 billion won, a 42% increase from the previous year. Notably, the main consumers of Muze are in their 20s and 30s, accounting for 36.6% and 17.4% of purchases in 2024, respectively, according to data from that year.

In particular, merchandise related to "K-Pop Demon Hunters" (K-Pop Demon Hunters), which was released in June 2025 and became the most-watched title on Netflix, became a sensation. The popular characters "Duffy and Seo" from K-Pop Demon Hunters were noted for their resemblance to the tiger and magpie depicted in the museum’s Hojakdo painting, leading to over 30,000 items sold in July 2025 alone.

Secondly, palaces are gaining renewed attention. More people in their 20s and 30s are choosing to visit palaces over other "hot places." During the summer, "Gung-cation"-vacationing at palaces-has emerged as a trend, and limited-run experience programs are so popular that tickets sell out quickly every year. The Saenggwabang experience at Gyeongbokgung Palace is one of the most popular programs. Saenggwabang, originally a restricted area where desserts and special dishes were prepared for the king and queen during the Joseon Dynasty, has been open to the public since 2016 by the Cultural Heritage Administration for events where visitors can enjoy royal snacks and medicinal teas. This unique experience, akin to enjoying a caf? inside a palace, has gone viral on social media, with online reservations selling out in just one minute. According to the Royal Palaces and Tombs Center of the Cultural Heritage Administration, the number of visitors to the four major palaces-Gyeongbokgung, Changdeokgung, Changgyeonggung, Deoksugung-as well as Jongmyo Shrine and the Royal Tombs of the Joseon Dynasty, surpassed 14 million in 2024, an increase of 520,000 from 2023, demonstrating a clear upward trend.

Third, content infused with cultural roots is also gaining popularity. In August 2025, the Seoul Metropolitan Dance Company presented a performance inspired by "Ilmu," the ceremonial dance of Jongmyo Jeryeak, which is both a National Intangible Cultural Heritage and a UNESCO Intangible Cultural Heritage of Humanity. This performance, which added dynamism to traditional Korean dance, has been staged four times since its premiere in early 2022 and has become a signature production at the Sejong Center for the Performing Arts.

In the realm of popular culture, content themed around tradition is attracting unprecedented attention. The mega-crew performance by the Korean team "Beomjeop" on "Street Woman Fighter 3," released in June 2025, garnered 10 million views within three days of its release. The performance, titled "Monggyeong: At the Boundary of Dreams," depicted the story of a girl meeting a grim reaper-the gatekeeper between life and death-at the boundary of dreams, expressing Korean sentiment and collective unconscious. The use of dancers wearing traditional hats (gat), sangmo spinning, and lion dance elements was praised for capturing the beauty of Korean tradition.

Finally, the rise of "shamanism" codes among Generation Z is also an extension of K-Heritage. The core premise of K-Pop Demon Hunters is that the three-member girl group "Huntrix," who save the world through music, are actually descendants of shamans. The drama "Gyeonwoo and Seonnyeo," based on a webtoon, also centers on shamans. It tells the story of Seonga, a shaman who wishes to be an ordinary high school student, and Gyeonwoo, a male student fated to die, as they navigate a romance of salvation. The series features various shaman characters adapted to the times, such as Yeomhwa, who has become a famous influencer, and Flower Scholar, who offers talisman online courses for 500,000 won per month.

The dating reality show "Shindeullin Love," which gained popularity in its first season, returned with a new season in 2025. "Shindeullin Love 2," depicting the romantic struggles of Millennials & Gen Z fortune-tellers torn between fate and instinctive attraction, also attracted significant interest from female viewers in their 20s and 30s. Whereas shamanism was once confined to horror genres, it is now expanding into mainstream content across novels, dramas, and variety shows.

These phenomena indicate that K-Heritage has evolved into "hip" content and has become part of the everyday consumption of younger generations. In particular, the way people in their 20s and 30s reinterpret and consume tradition shows that traditional culture has become a source of strong cultural pride and a key driver of future consumption trends.

Ultimately, the rise of K-Heritage offers insights into the sustainable development of K-culture. Curiosity about the fundamental values of Korean history and spirit is exploding, going beyond a temporary trend. This is more than a cultural phenomenon; it is an important opportunity to transform traditional heritage into a high value-added industry and to strengthen the nation’s brand competitiveness. It is essential to continue efforts to prove that our heritage is the most modern and captivating content, firmly imprinting Korea’s identity on the global stage.

Choi Ji-hye, Research Fellow, Seoul National University Consumer Trend Analysis Center