Seoul is experiencing a tourism boom driven by Netflix's hit animated series 'K-Pop Demon Hunters,' with the city launching specialized dance classes and cultural programs to capitalize on the show's global popularity. The Seoul Tourism Organization has expanded its tourism offerings to include weekly dance workshops where foreign visitors can learn the exact choreography from the fictional idol group Saja Boys featured in the series.
At a dance studio near Cheonggyecheon Stream in central Seoul on September 6, approximately 30 young international tourists gathered to master the choreography for "Your Idol," the signature song performed by the animated boy band from the Netflix series. The participants moved in synchronized formation while instructors shouted encouragement in both Korean and English, creating an energetic atmosphere that blended entertainment with cultural immersion.
The weekly "Learn K-pop Dance" program, held every Saturday by the Seoul Tourism Organization, has become increasingly popular among international visitors seeking authentic Korean pop culture experiences. Kiana, a 24-year-old visitor from Iran, explained the appeal: "I went to Han River and Naksan Park, where 'K-Pop Demon Hunters' was set, but learning the dance together feels more special than just visiting filming spots."
The animated series, known as "Ke-de-heon" in Korean, has transformed from entertainment into an unofficial travel guide for foreign tourists visiting Seoul. Rather than simply taking photographs at famous landmarks featured in the show—including Naksan Fortress Trail, N Seoul Tower, and Jamsil Sports Complex—fans are actively recreating scenes from the series. Tourists are dancing to the official soundtrack, crafting traditional Korean knot bracelets similar to those exchanged by the characters Lumi and Jinu, and sampling Korean foods like gimbap (seaweed rice rolls) and instant noodles before performing, mimicking the pre-show rituals of the fictional idols.
Amanda, a 26-year-old from Chile who is studying Korean, described her immersive experience: "When I made the bracelet that Rumi and Jinu shared at Naksan Park, it felt like becoming a character myself." This hands-on approach to tourism reflects a growing trend where visitors seek participatory experiences rather than passive sightseeing.
The overwhelming popularity of the series has prompted the Seoul Tourism Organization to significantly expand its programming. The "Seoul Culture Hunters" program, originally offered once per week, now runs twice weekly after sessions began selling out immediately upon registration. A foundation official noted the enthusiastic participation of international visitors: "Foreign tourists love wearing Saja Boys costumes and filming Reels, or making gimbap together. Some come back for repeat visits, bringing family along."
The series' impact extended beyond dance classes to major public events, including the spectacular Han River Light Show held on September 7. The drone display featured 1,200 drones creating illuminated images of 'K-Pop Demon Hunters' characters alongside iconic Seoul landmarks such as Cheongdam Bridge and Bukchon Hanok Village. Approximately 20,000 spectators, including numerous foreign tourists, attended the nighttime spectacular, demonstrating the series' broad appeal across different age groups and nationalities.
Seoul city officials are actively working to secure intellectual property rights from Netflix to develop additional tourism programs inspired by the series. Planned initiatives include themed photo zones throughout the city and innovative "sing-along buses" where passengers can travel through Seoul while performing songs from the show's soundtrack, creating mobile entertainment experiences.
A Seoul city official emphasized the long-term strategic importance of the phenomenon: "The impact of 'K-Pop Demon Hunters' is only beginning. What matters is how Seoul prepares for the next global hit. Through programs combining K-content with tourism, we aim to cement our status as a global travel destination." This approach reflects Seoul's broader strategy of leveraging Korean cultural exports, including K-pop, K-dramas, and animated content, to attract international visitors and establish the city as a premier destination for cultural tourism.
