Korea Tourism Organization (KTO) has curated a series of itineraries that speak to the adventurous and trendy spirit of millennial and Gen Z travellers, who are in search of “daily-cation” experiences – authentic and unique experiences that give them a glimpse of what it is like to live like a local.
KTO said trends reflect a desire to go beyond regular tourist attractions and explore South Korea’s evolving cultural and lifestyle offerings.
To cater to travellers interested in K-pop, KTO recommends Hongdae Beatroad and HiKR Ground, which offer fans the chance to delve into the world of their favourite idols. These locations provide an opportunity to purchase exclusive merchandise, participate in interactive activities, and connect with other fans.
Fascination with life as a Korean university student is another trend, and KTO recommends Seosulla-gil, a walking trail blending traditional Hanok houses with trendy café, as well as T1 Basecamp, an esports-themed PC café. These locations offer insights into the day-to-day lives of Korean youths.
As the country’s beauty and fashion industry continues to impress international visitors, KTO recommends makeup and hairstyling workshops at Jungsaemmool Art & Academy, personalised fragrance creation at Melting P Perfume, and colour and skeletal structure analysis at Monque Colorlab.
For those drawn to South Korean architectural heritage, hanok tours provide an unforgettable journey. In Ojuk Hanok Village, visitors can participate in tea ceremonies and yoga sessions, while Silla Millennium Bookstore offers a glimpse into the rich history and contemporary reimagining of hanok culture.
No doubt, South Korea offers an escape for couples in love. Dates are all the more fun at Sumsei Terrarium, which boasts an interactive exhibition inspired by nature, while the Musical Pub Curtain Call is where live performances blend with intimate dining experiences. Couples can also go on a date at Groundseesaw, an exhibition showcasing creative cultural and artistic works.
Meanwhile, food enthusiasts will find interesting flavours at Andong House which serves traditional handmade noodle soup and Golden Piece for reimagined yakgwa desserts.
A KTO Singapore spokesperson told TTG Asia that these itineraries would appeal to Singapore travellers, who have shown a “strong interest in shopping, natural scenery, beauty, food, and fashion”, according to a 2023 study.
“Their love for K-pop, K-dramas, and K-culture drives a high rate of repeat visits, making Singapore a key market for experiencing South Korean culture firsthand,” said the spokesperson.
To stir even greater interest in the destination, the KTO Singapore office will organise a travel fair in 2Q2025, where immersive experiences in K-beauty, fashion, family draws, sports tourism, and healing tourism will be highlighted.
“Notably, 2025 marks the 50th anniversary of diplomatic relations between South Korea and Singapore. To celebrate this milestone, the event will feature activities that emphasise the shared harmony between the two nations. The travel fair will include on-site travel agency promotions, complemented by online campaigns offering airline discounts to encourage travel to South Korea,” detailed the spokesperson.
Beyond these activations, the office will focus on conveying “daily-cation” experiences as well as regional tourism initiatives to encourage Singapore travellers to explore local cuisine, wellness, and slow travel in destinations like Jeolla-do, Gyeongsang-do, and Gangwon-do.
KTO Singapore data shows that approximately 370,000 Singaporeans visited South Korea by the end of 2024 – up 150 per cent from 2019.
“Singapore is a highly mature outbound travel market with strong purchasing power, where individuals travel an average of four times a year, staying over seven days per trip. Despite its small population, Singapore’s rapid adoption of trends and high growth potential make it a key market for South Korea,” said the spokesperson.
