If there’s one thing that defines South Korea’s global influence today, it’s Hallyu — the “K-Wave.” From chart-topping K-pop groups to binge-worthy dramas and world-famous skincare, South Korea’s cultural exports are not just dominating pop culture — they’re reshaping the travel industry itself.

When it comes to Korean desserts, most people think of bingsu (shaved ice), hotteok (sweet pancakes), or modern café cakes. But lately, a centuries-old treat has been winning hearts again: yakgwa. These golden, honey-glazed cookies aren’t just a snack — they’re a taste of Korean history, culture, and celebration.

Move over Eiffel Tower and Big Ben—South Korea is the new cultural capital of cool. In 2025, the world’s fascination with Korean pop culture has exploded into one of the most powerful forces in global tourism. Fueled by the unstoppable momentum of K‑pop, K‑dramas, K‑beauty, and Korean cinema, South Korea isn’t just a destination—it’s a global phenomenon.

Seoul, the vibrant capital of South Korea, is a haven for shoppers. From high-end fashion districts to bustling traditional markets.