A Taiwanese tourist wearing "hanbok" (traditional Korean clothing) throws snow at Gyeongbok Palace in Seoul, Jan. 5. Yonhap
At Gyeongbok Palace, an Indonesian tourist marveled at the blend of ancient architecture and the modern skyline of Seoul.
"I was captivated by Korean palaces and Joseon-era culture (1392-1910) after watching the Korean drama 'Princess Hours.' Despite the cold weather, I visited Korea to experience how traditional culture coexists with modernity here," the tourist said.
The tourist is among millions of international visitors who, drawn by Korean period dramas and Korean movies and a fascination with Korean heritage, have flocked to the four royal palaces from the Joseon Dynasty in Seoul in record numbers in recent years.
In 2024, Gyeongbok Palace, Changdeok Palace, Deoksu Palace, Changgyeong Palace and Jongmyo Shrine collectively welcomed over 13 million visitors. For the first time, more than 3 million were foreign tourists, according to the Korea Heritage Service.
While Seoul's palaces have long been popular tourist attractions, the range of nationalities visiting them has notably expanded.
"It's not surprising that these palaces and Jongmyo Shrine continue to attract large numbers of tourists, as they've always been among Korea's top cultural sites. However, the increasing diversity in visitor nationalities is remarkable," Yeo Kyung-jin, a tourism professor at Korea National Open University, said.
"Whereas visitors once mainly came from Japan, China, the United States and a few other Asian countries, now we see a growing influx from Europe and other parts of Asia."
A tourist captures a moment at a cafe operating in a "hanok," a traditional Korean-style house, in Jongno District, central Seoul, where royal palaces of the Joseon Dynasty and modern buildings stand next to each other. Courtesy of Koreanbong
Dramas, shows drive interest
This shift is closely linked to the ever-expanding global reach of Korean content through streaming platforms, the tourism professor said.
“With Netflix shows like 'Street Food' and 'Kingdom' showcasing the cuisine and palace culture of these historical sites, global curiosity has surged, leading to a noticeable rise in visitors,” Yeo said. “The portrayal of Korean heritage in media globally not only boosts interest but also enhances cultural understanding among international audiences.”
This phenomenon is tied to the broader influence of "hallyu," the Korean wave, which has expanded beyond K-pop and modern dramas to include historical narratives that highlight Korea's royal heritage.
“It is hallyu that mainly influences the increasing number of overseas tourists. As more and more people around the world are interested in Korean content, they are also interested in traditional Korean culture,” Ko Jeong-min, an arts and cultural management professor at Hongik University, said.
Jeong Sang-bong, left, content creator and tour guide of Koreanbong, talks about Gyeongbok Palace in Seoul to international tourists in this undated photo. Courtesy of Koreanbong
Bringing history to life through storytelling
For tourists, the journey through Korea's palaces becomes even more enriching when accompanied by knowledgeable guides who weave history and culture into vivid narratives.
This is precisely the mission of Koreanbong, a tour guide content company co-founded by Jeong Sang-bong and photographer Jacob. Since October 2024, Koreanbong offers English-guided walking tours of Seoul's historic sites, including Gyeongbok Palace, Jongmyo Shrine and the surrounding neighborhoods.
They said the coexistence of modernity and the past is one of the reasons why foreign tourists are attracted to Seoul's palaces.
“Many of the visitors we've guided say that after touring Seoul's palaces, they are most surprised by the coexistence of modern urban buildings and traditional buildings,” Jeong said.
“When you look south from Geunjeongjeon Hall in Gyeongbok Palace, you see the stark contrast of the tall buildings that surround Gwanghwamun Square. The difference in time between these buildings is hundreds of years, so tourists say it's like traveling in a time machine.”
Tourists listen to an explanation about Gyeongbok Palace in Seoul from tour guide Jeong Sang-bong. Courtesy of Koreanbong
The combination of emerging travel trends and platforms, along with increased visits to historic sites driven by a strong interest in Korean cultural content and the desire for interactive, personalized travel experiences, is reshaping the travel market.
Koreanbong offers unique ways for visitors to experience Seoul's royal palaces and heritage sites through immersive storytelling and professional photography. Rather than traditional guided tours, the company blends history, culture and visual storytelling to create memorable experiences for international travelers.
“Many of our guests come to Korea because of historical dramas, not just K-pop or modern setting K-dramas,” Jacob said. “They're curious about the cultural backdrop of shows. Our role is to help them connect the fictionalized history they've seen on screen with the real historical context.”
With a professional photographer on the team, participants can capture their visits with high-quality photos in traditional hanbok at Joseon-era palaces, creating memories that feel as though they've stepped into a Korean epic drama or transformed into a K-pop star on a festive Korean holiday.
Koreanbong offers additional photography tours that capture sunsets and nightscapes of Seoul as well as a Korean cooking class led by a Michelin-star chef, providing travelers with a deeper and more immersive way to connect with Korea's rich history and culture.
With a maximum group size of 10 and often catering to families, Koreanbong focuses on intimacy and engagement.
“In the online travel agency industry, personalization is key. Tourists want unique experiences where they can interact with knowledgeable hosts,” Jeong said. “Our advantage lies in our expertise in photography and historical storytelling, delivered in English, which resonates well with international visitors.”