"K-content Proves a Key Contributor... 1.4 Trillion Won Economic Impact from Tourism to Korea"

A recent study found that the consumption of K-content has significantly expanded its economic influence across the tourism industry, generating an estimated 1.4 trillion won in production inducement effects over the past five years.
On the 24th, global leisure platform company Nol Universe released an analysis based on overseas user data, examining the correlation between K-content consumption and the domestic tourism industry. According to the report, over the past five years, K-content has generated approximately 1.4 trillion won in production inducement effects, about 600 billion won in value-added inducement effects, and is estimated to have created around 8,200 jobs.
The report also revealed that, over the past five years, 1.66 million foreigners consumed K-content through Nol Universe’s exclusive platform for international users, NOL World, with transaction volume growing by an average of 133% annually. Customer loyalty has risen sharply, with the number of repeat purchases (two or more times) increasing about eightfold compared to 2021, and the number of loyal customers who made five or more purchases rising 27 times during the same period. Nol Universe explained that these figures indicate K-content consumption is shifting from one-time visits to repeatable tourism demand.
Survey and in-depth interview results with NOL World users reflected similar trends. 93% of respondents said they had planned a trip to Korea because of K-content. The range of K-content consumed has also diversified, now including not only dramas, music, and films but also variety shows, mukbang, beauty, fashion, and webtoons.
In response to these trends, Nol Universe introduced its 'FLUX Strategy,' which aims to offer experiences that allow visitors to: Feel Korea, Live Local, achieve Ultra-immersion, and enjoy an X-Factor—decisive experiences.
Chulwoong Lee, CEO of Nol Universe, stated, "K-content is no longer just a marketing tool, but the starting point for designing tourism in Korea." He added, "By connecting content, data, and platforms, we aim to help Korean tourism grow into a globally competitive and sustainable industry."
jsm64@fnnews.com Jung Soon-min Reporter