South Korea is strategically integrating K-pop into its tourism initiatives to enhance travel, shopping, and culinary experiences.

In the wake of the COVID-19 pandemic, the Korean government and tourism stakeholders are leveraging K-pop's immense popularity to revitalize tourism.

Tourism stakeholders are focusing on creating themed experiences around K-pop, emphasizing cultural integration and expanding the availability of related merchandise.

A recent survey of foreign K-pop fans, particularly from the U.S., indicates that a strong emotional attachment to K-pop significantly influences their desire to travel to South Korea.

The phenomenon of music tourism, which combines cultural immersion with fan devotion, has gained significant traction globally.

The findings suggest that K-pop has reshaped South Korea's music tourism landscape, contributing to both economic growth and the country's global cultural influence.

With over 156 million fans worldwide, K-pop has emerged as a pivotal element of South Korea's music tourism.

K-pop acts as a cultural bridge, fostering connections among fans globally and enhancing South Korea's cultural image.

However, there are still research gaps in understanding how music tourism intersects with consumer behavior, especially regarding K-pop's impact on travel intentions.

The economic significance of K-pop is underscored by the fact that BTS alone contributes at least 0.3% to South Korea's GDP.

Additionally, K-pop drives interest in Korean products and cuisine, further enriching perceptions of Korean culture and traditions.