"We Live the Real Everyday Lives of Koreans" How Foreigners Enchanted by K-culture Enjoy Korea
pulmuone
Foreign tourists visiting Korea these days are heading to very different places than before. Beyond must-see stops such as Myeong-dong and Gyeongbokgung Palace, the trend has shifted toward so-called "K-lifestyle experiences" that immerse visitors in the ordinary daily lives of Koreans. Here is a closer look at why foreigners are so fascinated by Korean everyday culture, along with the latest news from Museum Kimchikan, which has completed preparations to welcome global visitors as it marks its 40th anniversary this year.
Q1. It is said that the way foreign tourists travel in Korea has changed a lot recently. What exactly is the trend?
In the past, trips to Korea were mostly about sightseeing at famous landmarks. Now, the trend has completely changed to deeply exploring and directly experiencing the real daily lives and culture of Koreans. Recreating the lives Koreans show only on screen has become one of the hippest ways to travel among foreign visitors.
Q2. What are some specific examples of foreigners experiencing the "real everyday lives" of Koreans?
Unusual local tours that would have been hard to imagine before are now popular. One example is the jjimjilbang experience, where visitors wear a sheep-head towel and eat sikhye, roasted eggs, and banana milk, as seen in K-dramas and variety shows. It has become a popular cool indoor getaway during the hot summer. Some also try the bathhouse scrubbing culture or visit traditional local market mills to buy freshly pressed sesame oil.
In particular, the thick microfiber blanket shopping craze at Gwangjang Market, which became hugely popular earlier this year, has now evolved into a summer boom for lightweight and cool ramie blankets or all-season modal blankets. With the added convenience of vacuum compression packs, blanket shopping has become a must-do stop for foreign visitors regardless of the season.
Q3. Interest is especially strong in cooking classes where people can make traditional Korean food themselves, right?
As the global popularity of K-food grows, cultural experiences that go beyond simple gourmet tourism and let visitors learn to cook for themselves are drawing major attention. A representative example is making kimchi, Korea's soul food, by hand. Instead of the thin sauces sold at overseas supermarkets, visitors go through the traditional Korean process of salting cabbage and radish, mixing in seasonings, and making their own kimchi. The process itself is seen as a huge "cultural adventure" and a premium experience.
In fact, reflecting this shift in trends, foreigners accounted for as much as 40% of the more than 38,000 total visitors to Museum Kimchikan last year, showing explosive growth in demand for hands-on K-culture experiences.
Q4. What kind of place is Pulmuone's Museum Kimchikan, which sits at the center of K-food experiences?
Museum Kimchikan first opened in 1986 in Pil-dong, Jung-gu, Seoul, under the name Pulmuone Kimchi Museum. It later moved to COEX and then reopened in April 2015 as the current Museum Kimchikan in Insadong, Jongno-gu, Seoul, on the 4th to 6th floors of Insadongmaru Main Building, a traditional cultural district. It is the only kimchi-specialized museum in Seoul and the only Korean museum listed by CNN as one of the world's 11 best food museums.
The museum offers a wide range of exhibitions that let visitors enjoy the history, varieties, and kimjang culture of kimchi with all five senses. It also runs year-round hands-on programs tailored for Korean and foreign visitors, including Kimchi School, where participants can make kimchi themselves, serving as a venue for global K-food cultural exchange.
[At a Glance: Museum Kimchikan Visit and Use Guide]
Q5. I heard that Museum Kimchikan is celebrating its 40th anniversary this year. What changed in the official website as part of the commemoration?
As demand for K-culture experiences continues to grow, the website was completely redesigned to improve convenience for visitors. The UI was overhauled through this renewal. The previous format, which listed information in a long single page, was fully revised so that users can now check and book programs more intuitively by visitor type on the Education and Experience page, including Koreans, foreigners, children, and adults. In particular, the online reservation function, which had been limited to individuals, was expanded to groups such as travel agencies, schools, and daycare centers to maximize convenience. The design was also refreshed with infographics and short text instead of long blocks of copy, improving readability.
Q6. Are there any on-site events to celebrate the website relaunch?
A gift has been prepared for visitors who come to Museum Kimchikan through the newly redesigned website. If you show a staff member at the information desk on the 4th floor that you have accessed the revamped website, you will receive one bottle of Pulmuone's popular drink, Pulmuone Sammul Bridge Talk (500ml), on a first-come, first-served basis, one per person. It is a great chance to enjoy the museum and take home a refreshing drink.
Q7. I heard that Museum Kimchikan has a special keyword for July, when the full heat of summer and the rainy season begin.
Museum Kimchikan's keyword for July is "delicious filling," or "Fill," which is meant to refresh both body and mind worn down by daily life. To help visitors fill their hearts with pleasant experiences, the museum is running an admission discount event. From July 1 to 31, all visitors who come on days when it is actually raining during the monsoon season will receive an immediate 20% discount on admission. The discount can be applied right at the information desk based on the Korea Meteorological Administration's forecast for the day and the actual rainfall on site. We hope you will escape the dull sound of rain and spend a special time of fulfillment at the comfortable and enriching Museum Kimchikan.
In one line: This summer, make the most of Museum Kimchikan, a rising hot spot for K-lifestyle, by booking conveniently through its newly revamped website and enjoying special rainy-day discounts throughout July!
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
