The Global Phenomenon of KPop Demon Hunters and Its Impact on Seoul
The animated film KPop Demon Hunters has taken the world by storm, not only as a cinematic success but also as a cultural phenomenon that has significantly influenced tourism in Seoul. The story revolves around the K-pop girl group “Huntr/x,” who use their musical talents to battle demons and protect the world. Released on June 20, the Netflix film quickly climbed to the top of the global charts and has since amassed over 210.5 million views, making it the second most-watched film on the platform after Red Notice. The film’s theme song, Golden, even reached No. 1 on the U.S. Billboard Hot 100.
This surge in popularity has led to an influx of international tourists visiting key locations featured in the movie. One such spot is Naksan Park, where fans gather to take photos at the exact locations where characters like Rumi and Jinu danced and strolled. Ana, a 20-year-old tourist from France, was one of many visitors who expressed her excitement upon visiting the park. She had watched the film three times and felt a strong connection to the city through the characters. “I’ve already visited Bukchon Hanok Village and N Seoul Tower from the movie, and I’m planning to try gimbap just like Rumi did,” she said.
A Surge in Tourism and Cultural Engagement
Despite the sweltering summer heat, which often exceeds 33°C, fans continue to flock to these iconic locations. Josephine, a 27-year-old visitor from Indonesia, filmed her performance at Ttukseom Hangang Park, a location featured in the film. “These days, whenever you upload a video tied to the streaming sensation, the views explode,” she noted. “I’m still visiting other spots from the movie, like the Seoul Sports Complex.”
The impact of the film is evident in the numbers. According to the Seoul Metropolitan Government, the term “Naksan Park” appeared 3,535 times on YouTube and Instagram between June and August—more than double the mentions during the same period last year. Nam Kyung-rae, an employee at the park’s management office, mentioned that dozens of people daily ask if this is really the dating spot from the animated blockbuster.
At Namsan Seoul Tower, the effect is even more pronounced. An official at the tower stated that eight out of 10 ticket buyers are now foreigners. A group of teenage students from China recently visited to film dance videos, highlighting the growing interest in experiencing the film’s locations firsthand.
A New Wave of Cultural Exploration
Seoul K-Medi Center in Jegi-dong, Dongdaemun District, has also become a popular destination for fans. In the film, Rumi visits a traditional clinic when her voice falters, and the center served as the model. A representative from the center reported a significant increase in foreign visitors, with numbers rising from 451 in January to 1,856 by last month. Facial massage programs have become particularly popular among visitors.
Local businesses have also benefited from the trend. Kim Hyun-sook, who runs a gimbap shop at the entrance to Naksan Park, shared that her foreign customer base has grown dramatically. “I used to get one or two foreign customers a day, but since about a month ago, it’s been closer to 10 groups daily. Sales are up, and it makes each day more enjoyable,” she said.
Kim Hyun-hee, a 53-year-old operator of a nearby noodle shop, noted that they now see 20 to 30 foreign customers every day. “They play songs from the animated feature on their phones while eating noodles,” she added.
Tour Operators Capitalize on the Trend
Tour operators are also taking advantage of the growing interest. Kim Ah-ri, a tour guide with 11 years of experience, launched a $550 private program to visit sites from the Netflix hit. “It’s fully booked through the end of the year. I didn’t expect it to be this popular,” she said.
Joo Dong-oh, a professor at the College of Hotel and Tourism Management at Kyung Hee University, explained the phenomenon: “The film didn’t just use Seoul as a backdrop—it wove in Korean culture and everyday life. That’s why so many people are eager to come and experience the city firsthand.” This blend of entertainment and cultural immersion has made KPop Demon Hunters more than just a film—it has become a gateway to exploring Seoul.
