Pop culture tourism may seem like a very niche sector in the greater industry, but it is proving to be one of the most lucrative on both regional and global levels.
Consider this: in South Korea alone, the pop culture tourism sector earned the country close to US$800 million from the sale of tickets to major K-pop events at end-2019, with the number of foreign attendees practically equal to or more than that of locals.
Experts likewise forecast that event-driven tourism into South Korea could earn the country over US$20 billion by the end of the current decade.
But why exactly is pop culture tourism booming in Asia and what is driving hobbyists and fans into the region from virtually every corner of the world?
Five reasons why pop culture tourism matters in Asia
Based on observations of both trends and market action, we can point out five ways by which pop culture tourism has proven itself a boon to the greater Asian region.
These are:
- Significant economic benefits As stated above, pop cultural tourism, particularly in the form of concert tourism, has spurred economic growth in the travel and hospitality sectors region-wide. Keep in mind that concert tourism alone earned the region nearly US$20 million as of end-2024, while bookings for flights and hotels in places like Singapore (Lady Gaga / Taylor Swift) and Bangkok (Blackpink) significantly drove up tourism revenue in Southeast Asia. Event management firms are seeing a potential repeat with world tours for American rock band My Chemical Romance and Korean super-group BTS looming on the horizon, this time for cities like Manila and Jakarta;
- Boosting destination image A country’s appearance in a popular film or television series can seriously pique the interest of travellers to come and visit. This idea is highlighted in the 2023 study Film-induced Tourism: The Impact of Destination Exposure of Locally-made Japanese Movies on Travel Intention to Japan from De La Salle University in the Philippines which delves into the way films like Rurouni Kenshin and even older works like Akra Kurosawa’s Rashomon helped drive inbound tourism to Japan, primarily from film buffs and manga fans. In a similar vein, we could also say that exposure in productions like The White Lotus has boosted Thailand’s image as a destination for both luxury escapes and wellness experiences, inspiring the Tourism Authority of Thailand’s 2026 campaign Healing is the New Luxury;
- Cultural exchange becomes easier As interesting as cultures are, they can be difficult for the average person to understand. Although a trifle exaggerated or understated, pop culture makes things easier for travellers to immerse themselves in local tradition and custom. Japan gives a somewhat interesting case study here in the form of the kabuki adaptation of the popular video game Touken Ranbu. Kabuki itself, the male-only theatrical form, was previously considered an old-person’s thing; but Touken Ranbu and other recent productions based on manga or even Japanese shows from the 1960s are drawing both foreign and domestic tourists to theatrical hubs in Tokyo, Kyoto, and Hakata;
- Site transformation Pop culture also transforms ordinary areas into tourist attractions, especially if these served as the setting for a popular film, series, or even a piece of popular literature. This can be seen in the droves of tourists making their way to the Gion district of Kyoto following the release of the film Memoirs of a Geisha, as well as the way some Korean towns and cities are pulling in travellers who want to experience the events from their favourite Hallyu soaps;
- Digital influence Let us not forget that key opinion leaders / influencers making their mark on social media networks wield significant influence, especially those specialising in travel and dining. KOL posts are known to make or break the popularity of destinations whenever these are posted, encouraging (or discouraging) fans and followers to take a cue from their idols and walk in their footsteps.
