【韓国】 「K遊び」消費が急増…BTS公演契機に体験型観光が拡大
Experiential tourism, dubbed "K-Play," is seeing a rapid surge in South Korea, largely fueled by BTS concerts which encourage deeper engagement with local culture.
This trend is attracting both fans and general tourists, shifting the focus from mere shopping to discovering new ways to enjoy travel experiences.
While there's anticipation for significant economic benefits online, some voices express caution about relying too heavily on specific artists.
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What is K-Play?
"K-Play" refers to a comprehensive term for activities that allow direct experience of South Korea's diverse culture and lifestyle. It goes beyond simple sightseeing or shopping, encompassing a wide range of themes such as visiting places frequented by K-POP idols, participating in traditional culture workshops, experiencing the latest beauty trends, touring popular drama filming locations, and attending Korean cooking classes. This allows travelers to more deeply appreciate Korea's charm and create personal memories. It is particularly popular among younger generations and inbound tourists as a memorable "experience-based consumption."
What is Experiential Tourism?
Experiential tourism is a travel style where tourists are encouraged to actively engage with the local culture, history, daily life, and nature, rather than merely observing sights or shopping. It includes activities such as rural life experiences, traditional craft making, interacting with local residents, and participating in outdoor adventures. Unlike traditional mass tourism, it offers personalized experiences tailored to individual travelers' interests, leading to deeper satisfaction and lasting memories, while also contributing to regional revitalization.
Who are BTS (Bangtan Sonyeondan)?
BTS (Bangtan Sonyeondan), also known as the Bangtan Boys, is a South Korean seven-member hip-hop boy group that debuted in 2013. Their music, centered on themes of social messages and self-love, captivates fans worldwide with catchy melodies and powerful performances. Beyond their musical endeavors, including Grammy nominations and speeches at the United Nations, they exert significant influence across culture, society, and economy, with their global popularity being dubbed the "BTS phenomenon." Their activities are also recognized as a symbol of South Korea's soft power.
What is the K-POP Economic Impact?
The K-POP economic impact refers to the overall economic ripple effects generated by South Korean K-POP artists and content both domestically and internationally. Specifically, it includes sales of music CDs and digital tracks, merchandise sales, ticket revenues from concerts and fan meetings, purchases of related products, and advertising revenue utilizing artists' images. Furthermore, it contributes to attracting overseas tourists (for concert attendance or filming location tours), revitalizing related industries (fashion, beauty, food and beverage, etc.), and enhancing South Korea's national brand image, thereby creating complex economic effects.
What is "Seichi Junrei" (Pilgrimage to Sacred Places)?
"Seichi Junrei," or pilgrimage to sacred places, refers to the act of fans visiting locations associated with specific works (anime, manga, dramas, films, etc.) or artists, such as music video filming sites or places frequently visited by members. For K-POP fans, this pilgrimage is a crucial activity to gain a deeper sense of immersion and connection by re-experiencing places where their idols spent time or the world depicted in their works. This goes beyond mere tourism, creating opportunities for fan interaction and contributing to local economies, and has recently gained attention as a part of tourism promotion.