At the picturesque seaside city of Pohang in South Korea, there is a red lighthouse that looks all too familiar. Not too far away is a restaurant with a stunning view of the sea, a seemingly non-descript dental clinic, grocery and hardware stores, a bustling fish market, and a charming brick-wall house. These landmarks might not seem extraordinary at first glance, but for avid fans of K-dramas, they are iconic. Pohang, as seen in the popular 2021 smash-hit K-drama “Hometown Cha Cha Cha,” has transformed into a must-visit destination. This fictional town of Gongjin is just one of many locations across South Korea now integrated into tourist itineraries, offering an unmissable experience for K-drama enthusiasts.
The rising tide of the Hallyu wave, which took the world by storm during the pandemic, has brought a notable increase in global tourists to South Korea. According to the Korean Tourism Organization, 122,771 tourists from India visited South Korea in 2023. By April 2024, the country had already welcomed over 53,000 tourists from India, marking a 95% increase compared to the same period in 2023. To facilitate this influx, the KTO introduced the K-incentive scheme 2.0, encouraging travel agents to expedite the visa process for Indian tourists from February to September 2024.
Entrepreneur and licensed therapist Jeanie Chang capitalized on this demand by establishing Noona’s Noonchi Tours, a company dedicated to K-drama inspired tourism. Her journey began in 2022, when she documented several K-drama filming sites on her Instagram page, Noona’s Noonchi. Following numerous requests from her followers, she founded her tour company and has since conducted several successful tours. Her clientele, primarily from the USA and Canada, tend to be in the 45 to 50 age range, reflecting the premium pricing and comprehensive nature of the tours, starting at $4,900.
Jeanie’s tours are meticulously curated, balancing visits to iconic filming sites with wellness activities. As a mental health expert, she incorporates mindfulness practices, breathing exercises, and meditation sessions into the itinerary, often at the very locations where famous K-dramas were filmed. Her expertise in mental health adds a unique layer to the experience, making it not just a sightseeing tour but a holistic journey of wellness and community.
The demand for these tours continues to grow. For 2025, Noona’s Noonchi Tours has 12 scheduled excursions, including K-pop-themed ones.
. Guests traverse famous sites such as the restaurant from “Moving,” the Geumga Plaza from “Vincenzo,” and the ivy-covered Yonsei University building seen in several dramas, including “True Beauty.” The tours also cover newer hits, ensuring a fresh and up-to-date itinerary.
The popularity of K-drama tours is part of a broader trend. Day tours focusing on Seoul have been common, but comprehensive tours now include cities like Busan and Jeonju, accessible by road, and Jeju Island, which requires a flight. Local tourism organizations have long noticed this trend, dating back to the early 2000s when “Winter Sonata” fans flocked to Nami Island. Carlos Lee, sales and marketing manager with Korean travel company HanaTour ITC, highlights the success of packages like the BTS-inspired “In the Soop” tour, which brings fans to the house where the boy band filmed their reality show in Pyeongchang.
Priced at $146 per person, HanaTour ITC’s day tour from Seoul to Pyeongchang includes stops like the Hyangho beach bus stop, featured in the BTS song “Spring Day.” Traveling as a group in such tours enhances the feeling of community, allowing fans to share their passion for K-dramas and K-pop with like-minded individuals.
Content creator and influencer Sherry Shroff recently announced her own K-drama tour in collaboration with South Korea-based company Goodmate. Her eight-day tour, priced from $3,150, includes visits to Seoul, Jeonju, Busan, and Gyeongju. Sherry’s tour includes K-drama filming locations, cooking classes, and stays in traditional Korean houses, providing an authentic cultural immersion.
Sherry’s inspiration came from extensive research and discussions with her online K-drama club members. Partnering with a local company ensures a seamless travel experience, giving tourists an insider’s view of Korea’s rich culture and culinary traditions. Sherry has also shared her South Korean adventures through popular vlogs, further inspiring her followers to explore.
The spotlight on filming locations continues to shine, with tours often following the release of successful films and dramas. After the 2019 Oscar-winning film “Parasite,” travel companies offered tours of its filming locations, demonstrating the strong connection between Korean media and tourism.
For Delhi resident Sonali Pawar, her South Korea trip was heavily influenced by K-dramas, visiting places like Itaewon’s vibrant streets, Yonsei University, and Pohang’s iconic red lighthouse. These experiences added a layer of surrealism, connecting her deeply with the worlds depicted in her favorite shows.
As the enthusiasm for K-dramas shows no signs of waning, fans planning a trip to South Korea can look forward to a range of immersive experiences, from running through the Hanbyeokgul tunnel in Jeonju to exploring Jumunjin beach, where unforgettable K-drama moments were created.
