Netflix’s global hit movie Kpop Demon Hunters has sparked a surge in global travel to South Korea.

Online travel agencies revealed that since the film’s release on 20 June, global flights to South Korea have risen by 25 percent year-on-year, with a steady average of 11 percent month-on-month growth since June.

The top source markets in terms of booking volume are from Asia: China, Japan and Vietnam. 

Bookings from audiences in the West are also increasing at the same time. There is a growing demand for Korean pop culture experiences around the world, as seen by the more than 50 percent and 20 percent annual increases in flights to South Korea from Canada and Australia, respectively.

Just this month, the Seoul city government announced the arrival of a record 1.36 million foreign visitors in July. It cited the global popularity of KPop Demon Hunters as a key booster.

KPop Demon Hunters, with its catchy soundtrack, highlights some of South Korea’s historical sites, such as Bukchon Hanok Village and the National Museum of Korea. Since the film’s release, searches for the National Museum of Korea on Trip.com have risen by 34 percent year-on-year, while bookings for Gyeongbokgung Palace have jumped by over 115 percent year-on-year.

As the global travel industry continues to reinvent itself, APAC travelers are becoming more inspired to visit destinations based on what they watch, and interest in media-inspired travels peaks especially among those aged 25-34. From Squid Game to Black Myth Wukong and now KPop Demon Hunters, the global success of these films show no signs of stopping, boosting tourism and travel worldwide.