South Korea’s hinterlands hold a hidden treasure for K-drama fans: Sunshine Land, a stunning replica of early 1900s Seoul. As the global obsession with K-culture surges, this theme park has become a pilgrimage site for fans of South Korean dramas.
With K-dramas dominating as the most-viewed non-English content on Netflix, international tourists are flocking to filming locations across the country. From iconic K-pop spots to cinematic backdrops, South Korea has transformed into a global cultural powerhouse, attracting fans from every corner of the world.
Sunshine Land: A Nostalgic Trip Through History
Located in Nonsan, 170 kilometers (106 miles) from Seoul, Sunshine Land brings to life the set of the 2018 historical K-drama “Mr. Sunshine”. Fans find themselves transported to a bygone era, complete with replicas of turn-of-the-century trams and South Korea’s famed Buddhist bell.
For tour guide Sophy Yoon, the emotional reactions of tourists underline the magic of these locations.
“It’s like the Spanish Steps in Rome where Audrey Hepburn had ice cream,” Yoon said, drawing a parallel with the iconic 1953 movie Roman Holiday.
For many, every corner of Sunshine Land holds deep sentimental value.
“Every door, every wall has a meaning from a drama that impacted their lives,” Yoon added.
The Global Impact of the Korean Wave
South Korea welcomed 1.4 million tourists in September 2024, a 33% year-on-year increase. According to the Korea Tourism Organization (KTO), over one-third of these travelers were inspired by K-dramas, K-pop, and other Hallyu (Korean Wave) content.
Jennifer Zelinski, an American fan of the hit drama Crash Landing on You, was so moved by the series during the pandemic that she booked her first-ever international trip to South Korea.
“I barely slept, binged the whole show in a week, and cried my heart out,” she shared.
Similarly, Emma Brown, a Scottish fan of When the Camellia Blooms, traveled over 8,800 kilometers (5,468 miles) to visit Pohang, a port city featured in the 2019 romance series.
“The drama changed my life. I had to feel it in person,” Brown said.
K-Drama Tourism Expands Beyond Seoul
While Seoul remains the hub for K-drama tourism, rural areas are beginning to attract visitors.
For instance, Pohang, historically known for shipbuilding, has become a hotspot thanks to its ties with When the Camellia Blooms.
Experts like Jeong Ji-youn from Kyungpook National University emphasize the need to diversify tourism offerings.
“There is a growing demand for contemporary cultural experiences that resonate with younger travelers,” she said.
Tour Companies Capitalizing on the Trend
Tour companies are rapidly expanding their offerings to cater to the rising demand. On travel platforms like Klook, BTS-themed tours are fully booked until February 2025, with plans to include tours for Seventeen and NCT 127.
This surge in interest reflects the deep emotional connection fans feel with South Korean entertainment.
“For them, these aren’t just sets; they’re memories brought to life,” said Yoon.
Why K-Drama Tourism is Here to Stay
From the bustling streets of Itaewon to the tranquil beauty of Pohang, South Korea offers fans a chance to relive their favorite dramas in real life. As K-dramas and K-pop continue to dominate global entertainment, South Korea’s unique blend of history and pop culture ensures it remains a top destination for years to come.
Whether you’re a fan of Crash Landing on You, Itaewon Class, or When the Camellia Blooms, South Korea has something extraordinary waiting for you.