Foreign tourists are shifting their travel experiences in South Korea from merely visiting attractions to directly engaging with the daily lives of Koreans through experiences classified as 'K-Dive'.
The way foreign tourists travel in South Korea is evolving from simple visits to tourist spots to immersive experiences that involve direct interaction with Korean culture, a trend identified as 'K-Dive'. According to a report by Kreatrip, this shift was particularly notable in 2022, where tourists increasingly sought to engage in local life and culture. For instance, the global success of the Netflix series 'K-pop Demon Hunters' resulted in heightened interest in traditional bath culture, leading to a significant rise in demand for related experiences.
One specific example of the K-Dive trend is the surge in popularity of the 'one-person scrub shop' services, which saw transaction volumes increase by 170% from the first half of the year to the second half. Major hospitality brands have quickly recognized and reacted to this trend, with the Westin Chosun Hotel in Seoul reporting that over 80% of customers using their scrub service during the recent Chuseok holiday were foreign tourists. Notably, American and European visitors accounted for a significant portion of this demographic, prompting the hotel to launch an enhanced Korean-style scrub program designed for international guests, thereby fostering unique cultural experiences.
This expanding interest in Korean daily life extends beyond traditional services, with the rapid 'quick-quick' service culture attracting foreign spending power. Data from Kreatrip highlighted a staggering 1608% increase in transactions at optical shops from June to October compared to the previous five months, as the speed of service in South Korea—such as optical lens production completed in just one hour—outpaces that of other countries, thus appealing to tourists seeking efficiency and immersion in Korean culture.
