- Recent ABS figures show trips to South Korea are up 12 percent year-on-year, while PassportCard Australia has seen a 47 percent jump in travel insurance sales to Korea over the past six months.
- Following the release of KPop Demon Hunters, international travel to Seoul has surged: Korea Tourism Organization data reveals 1.36 million foreign tourists visited in July 2025, up 23% year-on-year.
- Nearly 2 in 3 (65%) Aussies say the explosion of Korean culture from K-Pop and K-Beauty to KPop Demon Hunters has made them more likely to travel to South Korea.
- 1 in 4 (25%) Aussie parents say their kids are now begging to visit South Korea after watching KPop Demon Hunters
Tuesday, 28 October 2025: The Korean Wave has officially hit Australia, with PassportCard Australia and Korea Tourism Organization today releasing new data uncovering why more Aussies than ever are travelling to South Korea.
Recent ABS figures show trips to South Korea are up 12 percent year-on-year, while travel insurer PassportCard Australia has seen a 47 percent jump in travel-insurance sales to the destination over the past six months alone – outpacing overall growth by 7 percentage points.
The new data from PassportCard Australia and Korea Tourism Organization points to a clear trend to the rise: pop culture, fuelled by K-Pop, K-Beauty, K-Drama and the global hit film KPop Demon Hunters, is now one of the growing motivators inspiring Australians to visit South Korea.
Nearly 2 in 3 (65%) Aussies say the explosion of Korean culture from K-Pop and K-Beauty to KPop Demon Hunters has made them more likely to travel to South Korea, while over 1 in 3 (35%) are now planning or considering a trip because of it.
Among those who’ve already visited, (45%) said they were directly influenced by Korean entertainment, film or fashion.
When it comes to spending on K-culture experiences and merchandise, 1 in 4 Australians (24%) say they’d spend $501–$1,000, while 1 in 5 (18%) are willing to spend over $1,000. Overall, Gen Z are prepared to spend the most, with almost 1 in 3 (29%) saying they’d drop more than $1,000 on K-Pop, K-Beauty, K-Fashion or KPop Demon Hunters-related experiences.
“The Korean Wave is no longer just a trend or an online sensation, it’s a tourism driver.From the global success of KPop Demon Hunters to the rise of K-Pop, K-Beauty and K-Drama, we’re seeing that cultural connection translate directly into travel. Australians aren’t just watching Korean culture anymore, they’re booking flights to experience it firsthand, and that’s reflected clearly in our travel insurance sales and the amount they are putting away and willing to spend on Korean experiences and goods,” said Peter Klemt, CEO of PassportCard Australia.
Supporting data from the Korea Tourism Organization reveals travel from Australia to South Korea jumped 23 percent last year, with global visitor numbers to Seoul in July 2025 alone climbing sharply following the release of KPop Demon Hunters.
The cultural pull is just as strong for families. 1 in 4 (25%) Aussies with kids who have watched KPop Demon Hunters say they are now begging their parents to visit South Korea.The film has sparked a wave of curiosity, with 6 in 10 children (60%) singing or dancing to K-Pop including hit songs Golden and Soda Pop and nearly 1 in 3 (32%) talking about Korean food and culture.
Our data shows that KPop Demon Hunters has sparked a wave of curiosity among Australian children. Children are singing, dancing and talking about Korean culture like never before and it’s been incredible to see that level of excitement from the next cohort of travellers, with some already begging their parents to visit,” said Hyeongjoon Kim, Director, Korea Tourism Organization.
When it comes to Gen Z and Millennial Australians, 3 in 5 (62%) say films and TV shows like KPop Demon Hunters and K-Dramas inspire their travel choices. 1 in 3 Gen Z travellers (33%) say K-Beauty and fashion trends motivate their desire to visit, and nearly 1 in 2 (48%) of 18–34-year-olds admit viral content and trending destinations shape where they go.
Overall, 1 in 5 Aussies (19%) say music and pop culture influence their travel decisions, with that figure drastically jumping to over 1 in 2 (58%) among 18–34-year-olds.
Even online behaviour reflects the obsession: more than 1 in 3 (34%) Aussies who searched for Korean content on YouTube (35%), Instagram (31%) or TikTok (28%) said it inspired them to travel.
“We’re seeing a clear generational shift where online content drives offline travel. For many younger travellers, inspiration comes from culture first and Korea’s global influence, whether it’s via videos on TikTok, or KPop and movies, the K-wave is setting the pace,” continued Peter Klemt, CEO of PassportCard Australia.
Alongside the pop-culture pull, Korean cuisine (64%) such as food from Seoul’s late-night BBQs to Busan’s famous street markets is a strong motivator for Australians, followed by history and landmarks (55%).
“Beyond the pop-culture connection, Korea offers an incredible variety of experiences. From street food and late-night BBQs to centuries-old palaces and modern cityscapes, there’s so much to see, taste and discover, which is why it continues to captivate travellers of all ages,” concluded Hyeongjoon Kim, Director, Korea Tourism Organization.
As more Australians set their sights on South Korea, travellers can prepare their travel insurance by visiting www.passportcard.com.au and explore where to go, stay and experience the best of the country at visitkorea.or.kr.
ENDS
Visit Korea x PassportCard: Top Things to Do in South Korea
- Gyeongbokgung Palace – Featured in Jinu’s flashback scene in KPop Demon Hunters, this is the most visited palace in Seoul and a must-see for first-time travellers. Many visitors rent a traditional hanbok from one of the dress shops nearby and wander the palace grounds – which is also a hotspot for pic opportunities. Several stores even offer “Your Idol”-style hanboks, inspired by Saja Boy’s iconic look.
- N Seoul Tower – The setting of the KPop Demon Hunters final showdown, N Seoul Tower offers one of the best panoramic views of the city. Visitors can take the cable car to the top, hike up, or ride the local bus to reach the observation deck, which is a great spot to see Seoul by day or night.
- Naksan Park – Where Jinu and Rumi meet in secret in KPop Demon Hunters, Naksan Park is one of Seoul’s most scenic walking tracks, blending the charm of traditional Korea with sweeping views of the modern city skyline. It’s ideal for travellers looking to capture both cultural heritage and city life in one stroll.
- Kpop Dance classes – Since the release of KPop Demon Hunters, K-Pop dance classes have surged in popularity, offering fans the chance to learn routines to both the film’s soundtrack and other chart-topping K-Pop hits. These classes are available across Seoul and Busan and are perfect for anyone wanting to experience Korea’s pop culture firsthand.
- CU/Convenience stores – Korea’s convenience stores have become destinations in themselves, famous for their KPop Demon Hunters-themed cup ramen and kimbap. Locals and tourists alike flock to the Han River to enjoy ramen cooked fresh using in-store noodle machines. A simple, yet quintessentially Korean experience.
- Olive Young – A must-visit for beauty lovers, Olive Young is Korea’s biggest and most beloved beauty and skincare chain, found on almost every street. It stocks everything from sheet masks and serums to the latest trending sunscreens. Myeongdong is the go-to district for beauty shopping, with flagship stores and entire streets dedicated to Korean skincare and cosmetics.
- KBBQ – No trip to Korea is complete without a traditional samgyeopsal (K-BBQ) feast. You can find KBBQ basically on any street, however, the Ikseon-dong and Jongno-3ga districts are home to Seoul’s famous BBQ Alley, where locals gather after work to grill meats outdoors, creating a lively and authentic Korean dining experience.
PASSPORTCARD x VISIT KOREA RESEARCH
An online survey was conducted by PureProfile among 1,023 Australians aged between 18-65 who have travelled overseas in the last 18 months, or plan to. The research fieldwork took place between 10 October-13 October, 2025
