when K-pop inspires Christmas in the French

They left on a “whim”. This summer, 16-year-old Lina flew with her mother and sister for two weeks to Seoul, South Korea. “When I heard the news, I was over the moon.”says the teenager, passionate about K-pop, popularized by groups like BTS. This trip was the perfect opportunity to discover the world of his idols.

His mother, Mesyssoun, admits with a laugh: “Before her, I didn’t know anything at all, I thought it was like North Korea.” Curious to better understand this world in order to monitor her daughter’s online activities, she ended up developing a common interest in South Korean culture. The stay is booked at the last minute, thanks to summer promotions: “550 euros round trip per person instead of 1,000, it was unexpected!” A bargain for a destination that delights mother and daughter.

The success of circuits dedicated to K-Culture

The French, the first European tourists to South Korea, are increasingly attracted by the “Korean wave”, or Hallyu. K-pop, in particular, has given rise to a “K-pop generation,” made up largely of young people aged 13 to 18. According to the South Korean Tourism Bureau, travelers under the age of 30 make up a majority of visitors, often citing music as their main motivation.

“This month, many parents booked a trip to South Korea as a Christmas present for their children”confides Léa Gaspard, responsible for stays in Asia at Havas. The tour operator is observing a 50% increase in reservations for this destination compared to 2023. Same trend at Les Maisons du Voyage, where tours linked to K-pop are seeing growing interest. “Our most popular tour explores iconic K-culture locations”explains Luana Grandin, production assistant.

In the shoes of a K-Pop star

To meet this new demand, travel agencies are focusing on immersive experiences. Taejong, a 27-year-old Korean and bilingual French guide working for Danim Travel, notes that “80% of French-speaking clients cite K-pop as the reason for their visit.”

Among the must-see attractions in Seoul: the Hongdae district, rich in specialized shops, or the HiKR Ground, a cultural center where you can record videos and learn about the choreographies of the stars.
Sandra, a 43-year-old Parisian, recounts her experience with her three children: “They loved putting themselves in the shoes of a K-pop star, choosing the music, the sets… It was immersive and, what’s more, free!”

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“It all started with a YouTube suggestion”

In France, the Go&Live group, a specialist in educational trips, has added K-pop dance courses (optional) to its initial language stay packages. “We realized that the music made people want to learn Korean because fans want to understand the lyrics of their favorite songs», observes Aurélie Boudon, responsible for student/adult and professional training programs, mentioning that for the moment it only attracts a female audience.

Her passion led Alexandra, 21, to study Korean as a foreign language degree after obtaining her baccalaureate. Last year, she was able to complete a six-month university exchange in Seoul. “It all started with a YouTube suggestion when I was 14, and ever since I fell in love with this country and its music“, recalls the K-pop enthusiast, who talks about it as a genre that denotes “classic” American pop. “It is omnipresent in the capital, both in the street, where we only see advertising posters of the groups, and in stores and restaurants, where we only hear that.», Describes the student from Ile-de-France who was able to attend 18 concerts on site.

«I felt like I was arriving in a pink paradise.», she continues, specifying the cost of the albums of her favorite groups, often enhanced with photos or stickers popular with fans, set at 15 euros instead of 30 in France. The opportunity also for her family to come see her and discover this destination. “My parents had never been there before and they loved it, especially my father, who even wants to go back», confides Alexandra. Soon, she too may be able to return to improve her K-pop dance moves, thanks to the future launch of the “K-culture Training Visa”, announced in June 2024.

Although music remains a main driving force, Hallyu extends well beyond that. Gastronomy, cosmetics, television series… South Korea seduces with a complete cultural offer. In 2023, nearly 134,000 French people visited the country. A figure that could rise further with the release on Netflix of season 2 of Squid Game in December, attracting new travelers curious to experience a South Korean immersion.

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