South Korea experiences cultural surge through art and tourism

South Korea is experiencing a significant cultural surge, driven by the global popularity of K-pop, K-beauty, and K-dramas. This cultural influence is reflected in the country's growing status as a major travel and art destination.

In the art sector, Seoul will host the fifth edition of Frieze Seoul from September 2–5, 2026, at the COEX Convention & Exhibition Center in Gangnam. The fair is expected to feature 125 galleries from 30 countries, with over 70 percent based in the Asia-Pacific region. The event will include a new “Material Practice” section curated by Hyeyoung Cho, exploring the intersections of contemporary art, design, and craft.

The broader Seoul Art Week also includes Design Miami Seoul, held at the Dongdaemun Design Plaza from August 31 to September 6. Beyond the metropolitan art scene, travelers are increasingly drawn to the country's diverse landscapes, including the coastal cities of Busan, the ancient temples of Gyeongju, and the volcanic terrain of Jeju Island.