Young international tourists participate in a dance class in South Korea. Photo: Korea Times
The new K-Dive travel trend in South Korea.
No longer content with stereotypical sightseeing itineraries, young international tourists are creating a new travel trend in South Korea – the K-Dive phenomenon. According to the Korea Times, young people traveling to South Korea are willing to spend generously to experience what it's like to be a local.
Báo Công an Nhân dân•16/03/2026According to data from the Klook platform, cited by The Korea Times in early March, the proportion of international tourists engaging in domestic cultural experiences in South Korea has increased by more than 31% over the past year. There is a clear shift in tourist preferences, as visitors are no longer just visiting historical sites like Gyeongbokgung Palace or the popular Myeongdong shopping district, but are also seeking out dance studios, television productions, and themed tours related to film and television.
This shift is most evident in art classes. Cho Soo-yeon, a dance instructor at a Seoul studio, revealed, “Foreigners now make up about 70% of the students in basic Kpop dance classes. It seems people want to experience what it’s like to be trained like a Kpop idol and build confidence while learning choreography.” Meanwhile, many tourists, like Yao (23, from China), are busy hunting for tickets through mobile apps to watch their idols film live on local television stations.
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The cultural immersion continues to permeate even the most everyday leisure habits of Koreans. Local karaoke services have seen a surge in spending by foreign visitors, increasing by nearly 55% in just the past six months. Meanwhile, in bustling neighborhoods, tourists patiently queue to receive makeup services in authentic local styles.
A report by the platform Creatrip calls this shift the K-Dive phenomenon. Inspired by popular films, tourists are eager to recreate the real-life experiences of the locals. They excitedly seek out traditional public bathhouses or enjoy late-night meals at roadside stalls to feel the authentic rhythm of life.
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The true power of K-Dive lies in transforming ordinary daily routines into a captivating cultural experience. International visitors now approach this with the mindset of "short-term residents" eager to fully integrate. The appeal of this trend is so great that many international parents are willing to accompany their children on multi-day experiences of the local lifestyle.
According to the Korea Tourism Organization, entertainment content and traditional lifestyles are currently the biggest magnets attracting foreign tourists, accounting for nearly 42%. This craze for authentic experiences is expected to continue booming, bringing huge revenue to South Korea in 2026.
Source: https://cand.com.vn/cuoc-life-muon-mau/con-sot-du-lich-kieu-moi-k-dive-tai-han-quoc--i799438/
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