Korean culture is doing more than entertaining Malaysians. From K-pop and dramas to food and beauty, it is increasingly influencing where Malaysians want to travel.
Airbnb’s new Korea Calling report found that 77% of Malaysian respondents said K-culture influenced their decision or interest in visiting South Korea. Meanwhile, 92% said they are likely to visit the country within the next five years.
From K-Pop and K-Dramas to Real-Life Travel
For many Malaysians, Korean content has become a window into the country. Nearly half of respondents, or 44%, said a specific piece of Korean content had inspired them to visit South Korea.
The influence is particularly strong among younger travellers. Gen Z respondents showed greater interest in K-pop activities, concerts, festivals and other entertainment experiences.
This interest can also be seen in travel searches. Airbnb recorded more than 25% growth in search interest from Malaysian users for South Korea in 2025 compared with 2023.
Malaysians Are Looking Beyond Seoul
Seoul may remain a major destination, but Malaysian travellers increasingly want to see other sides of South Korea.
The report found that 76% of respondents interested in travelling beyond Seoul said Korean films, dramas and other cultural content had influenced their interest. Busan and Jeju emerged among the destinations travellers most wanted to explore.
Local culture also matters. Some 94% of respondents said experiencing authentic Korean culture was important, with food, heritage, nature and outdoor activities among the experiences attracting Malaysian travellers.
More Accommodation Could Encourage Wider Exploration
Despite growing interest in regional destinations, 67% of previous visitors said they spent most or all of their South Korea trip in Seoul.
Accommodation could help change that. Almost half of visitors said they would have travelled further or stayed longer if more accommodation options were available outside the capital.
This is especially relevant for group travel. About 51% of prospective Malaysian travellers plan to visit South Korea as a group and prefer accommodation where everyone can stay together.
More suitable stays outside major cities could therefore help travellers explore further while allowing more communities to benefit from tourism.
K-Culture Is Changing How Malaysians See Korea
The findings show that K-culture is becoming a starting point for deeper travel experiences. Malaysians may first discover South Korea through music, television or food, but many now want to experience its local communities, heritage and landscapes for themselves.
With Busan, Jeju and other destinations attracting greater interest, this shift could create new opportunities for regional tourism while giving Malaysian travellers a broader view of South Korea.
The report is based on an Airbnb-commissioned survey of 500 Malaysian respondents conducted from 25 March to 7 April 2026. Search growth figures are based on Airbnb internal data from 2023 to 2025.
