Visitors are seen at the Jongmyo Shrine, a place for memorial services for deceased kings and queens of the Joseon Dynasty (1392-1910), in central Seoul, April 30, 2023. Yonhap

Seoul's four major royal palaces — Gyeongbok Palace, Changdeok Palace, Deoksu Palace and Changgyeong Palace — along with Jongmyo Shrine, witnessed an unprecedented influx of visitors in 2024, collectively welcoming over 13 million guests.

Marked by a notable rise in global fascination with Korea's royal heritage, over 3 million foreign visitors came to experience Korean royal culture last year for the first time, according to reports from the Korea Heritage Service (KHS).

Experts say this surge of interest in the legacies of the Joseon Dynasty (1392-1910) is attributed to several factors, including the global influence of Korean pop culture, known as "hallyu" (Korean wave), designation as UNESCO World Heritage sites and the immersive cultural experiences they offer to visitors.

Tourists enjoy time at Gyeongbok Palace in Seoul, Jan. 5. Yonhap

Hallyu, strategic location fuel growth

Seoul's palaces serve as tangible links to the Joseon Dynasty's 500-year legacy. Gyeongbok Palace, established in 1395, was the dynasty's primary palace. Changdeok Palace, Changgyeong Palace and Deoksu Palace each played pivotal roles during periods of political upheaval and reform. These sites not only showcase traditional Korean architecture but also embody the nation's resilience and cultural evolution.

As K-pop, K-dramas and K-cinema captivate audiences worldwide, interest in traditional Korean history and culture has grown in parallel.

Ko Jeong-min, an arts and cultural management professor at Hongik University, said, "Postpandemic, the number of foreign tourists visiting Korea has increased significantly. Hallyu, or the Korean wave, has heightened global interest in Korean content, leading to a growing curiosity about traditional cultural heritage. This phenomenon has encouraged both international and domestic tourists to explore the nation's historical sites."

The palaces' central locations within Seoul also make them easily accessible to tourists, said Hiroshi Todoroki, a professor at the College of Sustainability and Tourism at Japan's Ritsumeikan Asia Pacific University.

"Foreign tourists interested in cultural heritage might prefer (cities like) Gyeongju or Gongju and Buyeo. However, most visitors prioritize modern Korean culture — food, beauty, shopping, concerts and pilgrimages — and primarily stay in Seoul. Their routes typically include the airport, hotels, historic downtown and Gangnam (in southern Seoul), with the palaces conveniently situated within these areas," he said.

This strategic positioning allows tourists to seamlessly incorporate visits to these historic sites into their itineraries.

The designation of these palaces as UNESCO World Heritage Sites also enhances their appeal.

"Today, one important indicator for foreign visitors choosing destinations is whether a site is listed as a World Heritage site. In Kyoto, the Imperial Palace isn't a World Heritage site; instead, temples like Kinkakuji and Ginkakuji are, leading to a dispersion of visitors. In contrast, Seoul's World Heritage sites are primarily its palaces, which likely concentrates cultural heritage enthusiasts there," Todoroki said.

Tourists are seen at Gyeongbok Palace in Seoul, Dec. 26. Newsis

Engaging cultural programs

The palaces offer a variety of interactive programs that enrich the visitor experience. Events such as the Royal Guard Changing Ceremony and specialized museum exhibitions provide deeper insights into Joseon's royal history.

"Currently, each palace offers various events like the guard-changing ceremony and houses specialized museums, creating an expectation that 'something is always happening' when you visit," Todoroki said.

The government has also actively promoted these sites through various initiatives. During major holidays like Seollal (Lunar New Year) or Chuseok (Korean harvest festival), the palaces and Jongmyo Shrine offer free admission, attracting large crowds.

During this year's Lunar New Year holiday in January, visitors to Gyeongbok Palace received traditional gifts, including paintings symbolizing good fortune. These efforts aim to make cultural heritage accessible and engaging to a broader audience.

The KHS attributed this growth to festivals such as the Royal Culture Festival and the Korea Heritage Joseon Royal Tombs Festival as well as expanded programs like night strolls or special openings of buildings. These events offer immersive experiences, allowing visitors to connect deeply with Korea's history and traditions.

A 2024 report by the Seoul Institute highlights a growing public interest in cultural heritage influenced by the success of hallyu. However, the report also notes that many heritage programs remain primarily observational. While flagship sites offer some interactive experiences, there's a need for more diverse and engaging programs to meet the evolving interests of visitors.

"Most programs using cultural heritage are still conducted mainly for viewing. Although various experiential programs are being tried out around some of Seoul's most iconic cultural heritage sites, such as the palace and the Seoul City Wall, they tend to be rather formulaic, in contrast to the needs of people who are becoming more segmented," Min Hyeon-seok, a researcher of the institute, said in the report.

Gyeongbok Palace / gettyimages

Gyeongbok Palace

Gyeongbok Palace, the first and largest of the five major palaces from the Joseon Dynasty, stands as a symbol of royal grandeur. Built in 1395, it served as the main palace and center of Korean power for centuries. Despite periods of destruction and reconstruction, Gyeongbok Palace remains an iconic representation of traditional Korean architecture and royal life.

Changdeok Palace / Courtesy of Seoul Metropolitan Government

Changdeok Palace

Changdeok Palace, constructed in 1405, was the second royal palace of the Joseon Dynasty and is renowned for its harmonious integration with the natural landscape.

Its famous "Huwon" (Secret Garden) exemplifies traditional Korean garden design and royal leisure spaces. Recognized as a UNESCO World Heritage site, Changdeok Palace is known for its well-preserved traditional architecture and scenic beauty.

Changgyeong Palace / Courtesy of Korea Heritage Service

Changgyeong Palace

Changgyeong Palace, built in 1418 by King Sejong, the fourth monarch of Joseon and inventor of the Korean alphabet Hangeul, to honor his father, King Taejong, originally served as a residence for queens and concubines.

This palace is notable for its more modest and intimate scale compared to other royal palaces. Changgyeong Palace features beautiful gardens and was temporarily used as a zoo and botanical garden during the 1910-45 Japanese colonial period before being restored to its original state.

Deoksu Palace / gettyimages

Deoksu Palace

Deoksu Palace has a unique history as it became a royal palace relatively late in the Joseon period. It was renamed Deoksu Palace after King Gojong abdicated the throne to King Sunjong in 1907. This palace is distinctive for its blend of traditional Korean and Western-style architecture, reflecting the transitional period of Korea's modernization in the late 19th and early 20th centuries.

Jongmyo Shrine / Courtesy of Seoul Metropolitan Government

Jongmyo Shrine

Jongmyo Shrine is the royal ancestral shrine of the Joseon Dynasty, dedicated to memorial services for the deceased kings and queens.

Jongmyo is the oldest and most authentic of the Confucian royal shrines and it is designated as a UNESCO Intangible Cultural Heritage.