From Seoul to Soksu-cho: How K-Culture is Driving Foreign Spending Across Korea

In recent years, the pull of Korean culture has been magnetic — not just in K-pop hits or drama finales, but in the quiet moments of daily living. On 19 August 2025, a report from Maeil Business Economy revealed something subtle yet transformative: foreign tourists aren’t just visiting Korea; they’re seeking to experience it, especially the lifestyle of Korea’s younger generation, the MZ cohort. And what’s surprising — this yearning isn’t limited to Seoul. From Busan to Sokcho, Gyeongju to Chuncheon, the ripple effect is real.

ShinhanCard’s Big Data Lab analyzed credit card spending by tourists from Taiwan, the U.S., Japan, and China over the first seven months of this year, comparing it to the same period last year. What stands out is how much more tourists are spending — not just in classic zones like beauty and skincare, but in “fun” culture: instant photo booths (those “Inst-profiles” snapshots), nail salons, coin karaoke rooms, and PC bangs. The numbers speak: instant photo booth usage rose 65%, PC bangs jumped 36%, karaoke ‒ 18%, nail salons 17%.

Interestingly, this foreign-driven consumption is spreading. Busan, once thought of primarily as a beach and seafood destination, now trails Seoul in growth rate of foreign card usage. Busan’s increase is about 39%, ahead of the national average (28%). Even more striking: personal clinics and dermatology services saw spending soar—Busan private hospital usage nearly doubled year-on-year; dermatology rose ~68%.

Cultural tourism, too, rides this wave. National museums have felt the shift: “K-Pop Demon Hunters,” an animated work, led to greater interest in related goods, pushing museum visitation up 37%. Simultaneously, beauty tourism is expanding: for tourists from Taiwan and China, cosmetic surgery and skincare clinics are no longer hidden in alleyways—they are becoming expected parts of the travel itinerary.

What forces drive this spread? It isn’t simply fame or curiosity. It’s the desire for participation. To sit in a PC-bang, belt out a song in a coin karaoke, snap a photo with stylized filters at a photo booth — these are acts of cultural immersion. They allow foreign visitors to touch something of the Korean identity, minimal yet potent.

And this shift has consequences. Regions beyond Seoul are feeling its pulse: local businesses, cafés, clinics, and small-town entertainment spots stand to gain. Consumer pattern changes mean traffic, lodging, transportation, even infrastructure see benefits. Foreign visitors are using trains, express buses, and rental cars more often.

Still, questions remain. Will this growth be sustainable or tied to short-term tourism boosts? Will quality match demand in more remote areas? How will local culture adapt without losing authenticity?

But for today, there is reason to hope: a more inclusive version of Korea is unfolding. One where culture isn't just exported, but felt. Not only witnessed by tourists, but lived by them, even if briefly. And when lifestyle becomes part of the journey, then Seoul’s glow grows outward, lighting up cities like Busan, Gyeongju, and Sokcho — places that once watched, now participate.

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