South Korea is growing in popularity as a destination for Gen Z travellers and late Millennials, following the wave of Korean (Hallyu) pop culture around the world.
According to international tour operator, Intrepid Travel, the country has become one of the most sought-after destinations globally, due to the international success of Korean pop music (K-pop) idols, such as boy band BTS, Korean beauty trends (K-beauty), Korean dramas (K-dramas) and Korean TV shows such as Squid Games.
Due to this trend, the National Museum of Korean Contemporary History in Seoul is currently exhibiting ‘The Pop Culture We Loved, and the Rise of the Korean Wave’ collection. The museum demonstrates the evolution of K-pop culture since the Korean liberation in 1945, and how contemporary K-pop culture is a culmination of American, Japanese and Hong Kong influences.
The exhibition is in three sections, with 1 000 pieces illustrating the impact of the US, Hong Kong and Japan on Korean pop music, films, TV shows and books.
Contiki has launched an eight-day K-wave Seoul itinerary, which includes destinations such as Basan, Gangnam, Seongsu, Jeonju and the Unesco World Heritage Site of the Demilitarised Zone.
