New report reveals K-culture is inspiring Malaysians to explore more of South Korea

Korean culture has evolved from a global entertainment phenomenon into a powerful driver of travel among Malaysians, according to Airbnb's new report Korea Calling: How K-Culture Is Driving a New Generation of Travelers into Korea. 

According to a survey commissioned by Airbnb as part of the report, more than three-quarters of Malaysian respondents said Korean culture influenced their decision or interest to visit South Korea, reflecting the impact of Korean entertainment, food, beauty and lifestyle on travel decisions*. 

This enthusiasm is also reflected on Airbnb, where search interest from Malaysian travelers for trips to South Korea grew by more than 25% in 2025 compared to 2023**. Looking ahead, more than nine in ten Malaysian respondents say they are likely to visit South Korea within the next five years for a repeat visit or first-time visit.*

“Korean culture continues to inspire strong interest among Malaysian travelers, but what we’re increasingly seeing is that Malaysians want to experience much more than just what they’ve seen on screen. From exploring destinations beyond Seoul to discovering the country’s food, culture and local communities, travellers are looking for more immersive experiences. With interest on the rise, Airbnb continues to connect Malaysian travelers with authentic ways to experience South Korea.” said Amanpreet Bajaj, Airbnb’s Country Head for Southeast Asia and India. 

K-Culture is Driving Travel 

K-culture – from food and film to music and beauty – continue to inspire Malaysians to discover South Korea. For many Malaysians, Korean entertainment serves as the first introduction to South Korea. Nearly half of respondents said a specific piece of Korean content inspired them to visit South Korea, with global K-pop sensations, beloved dramas, as well as long-running variety shows, among the most frequently cited titles*.

The pull of K-culture is strongest among Gen Z respondents who are most likely to prioritise K-pop and entertainment-related activities during their visit*, and more than twice as likely as Millennial respondents to prioritise concerts, festivals and live events. 

On Airbnb, this is reflected in the way it creates K-pop and culture-led experiences for fans, including its collaboration earlier this year with CORTIS to translate the group’s creative universe into a physical pop-up in Seoul. 

Malaysians Are Exploring More of Korea 

This cultural engagement also shapes how travellers want to experience Korea once they arrive. Almost all respondents said experiencing authentic local culture was important, with 94% of those specifically influenced by K-pop also saying that they wanted to experience much more than just K-pop during their visit.* 

This is reflected in the experiences that most inspire Malaysians to visit South Korea. Food, heritage and nature and outdoor experiences are among the top-ranked among respondents.*. 

The report also highlighted Malaysian traveler’s interest to go beyond Seoul. More than three-quarters of respondents who are interested in visiting regions outside Seoul said Korean films, dramas and other cultural content influenced their interest in visiting destinations outside Seoul, while almost all visitors expressed interest in exploring other parts of the country such as Busan and Jeju on a future trip. 

Meeting the demand for authentic travel

Despite this,  67% of visitors said they stayed in Seoul for most or all of their trip, despite wanting to explore other parts of South Korea.* Almost half of visitors said they would have travelled further or stayed longer if more accommodation options had been available outside the capital, while a significant majority of prospective travellers who were interested in going beyond Seoul agreed their decision to visit these destinations would depend on whether suitable accommodation was available outside major cities.* More than half of prospective travellers said the availability of homestays or similar accommodation influences whether they book a trip to Korea at all*.

Approximately half of prospective travellers said they plan to visit South Korea as a group and would prefer accommodation where everyone can stay together.* Meeting demand for homes that offer shared spaces and greater flexibility will be key to supporting tourism growth beyond Seoul and ensuring more local communities benefit.