K-pop has been taking the world by storm for over a decade, but the recent boom in travel from Australia to South Korea stands out. Australian visitor numbers rose by 11% in the year to August 2025, and visits were up 41% in 2024 compared to pre-COVID figures.
The latest “K-craze” in Australia is partly driven by the runaway success of the animated film K-Pop Demon Hunters, which is now Netflix’s most-watched film of all time, but its appeal goes far beyond a single blockbuster. Australians say they are being won over by the country’s creativity, kindness, and cuisine.
Travel insurer PassportCard Australia has seen this trend reflected in its sales figures, with travel insurance purchases for South Korea rising by 47% between October 2024 and March 2025 compared to the previous six months. September also saw a sharp uptick.
The scale is remarkable. By August 2025, K-Pop Demon Hunters had become Netflix’s most popular film ever, with more than 236 million views.
THEIR #1 ERA
— Netflix (@netflix) August 26, 2025
With 236 million views, KPOP DEMON HUNTERS is OFFICIALLY the most popular Netflix film OF ALL TIME. pic.twitter.com/A6yEiXzbHd
And as Michael Storozhev, PassportCard’s chief underwriting officer, told Explore, “Australians aren’t just watching Korean culture anymore, they’re booking flights to experience it firsthand.”
Storozhev also noted that, “while Japan, Vietnam and Thailand have historically been popular, we have not seen the same growth there – and in fact, we saw a 30 per cent decline in the number of travellers to Japan, and growth in Vietnam and Thailand was less than 20 per cent over the same time period.”
The cultural driver goes beyond just music. Justin Hong, general manager of Trip.com Korea, noted that “Korean pop culture has captivated hearts worldwide, and this is driving travel to South Korea, as well as a global demand for local cultural experiences. Our latest data shows that the travel surge is largely driven by Millennials and Gen Zs, highlighting the massive appeal and influence of Korean pop culture among young travellers worldwide.”
K-pop’s global popularity can be traced back to the viral success of Gangnam Style, which introduced a generation to Korean pop culture and paved the way for the current explosion of interest. This influence continues to grow. In 2025, Apple TV+ launched K-Popped, starring Psy alongside Megan Thee Stallion. The show blends Western and Korean music cultures for a global audience.
K-pop is about to get savage.#KPOPPED — August 29 pic.twitter.com/2bPl2OOw6E
— Apple TV (@AppleTV) August 29, 2025
According to Trip.com data, three in five Millennial and Gen Z Australians say that films and TV shows influence their choice of travel destination. This includes K-drama tourism, where fans visit the filming locations of their favourite series and films.
Cosmetics are another major draw. One in three Gen Z travellers says the K-beauty industry motivates their trips. South Korean skincare, celebrated for its quality and affordability, has become a global benchmark.
Peter Klemt, CEO of PassportCard Australia, has noticed a clear shift: “We’re seeing a generational change where online content drives offline travel. For many younger travellers, inspiration comes from culture first – whether via TikTok, K-pop or films. The K-wave is setting the pace.”
Then there is the food – K-food, to use the inevitable shorthand. While Korean BBQ remains popular, Australian travellers are increasingly seeking out street food staples such as tteokbokki and hotteok, which are heavily featured on TikTok and Instagram.
From K-pop to K-beauty and K-drama to K-food, Korean culture is not just trending in Australia – it is influencing travel decisions and has become a major driver of tourism.
