Muslim tourists are discovering Korea as the popularity of K-pop and Korean films and TV shows spreads to the Islamic world, especially Southeast Asia. Their preferences are much the same as those of other fans, from cosmetics to idol-related merchandise.
According to the Seoul Tourism Organization, the number of Muslim tourists rose to 325,544 last year, and in the first six months of this year 327,945, already surpassing last year's total. Most of them are young women who are in thrall to K-pop idols and soap stars.
Eight out of 35 tour groups visiting the headquarters of K-pop management company Hybe earlier this week were Muslim women wearing hijabs. Fatima Charif, a 21-year-old student from Iran, said, "Iranian students dream of visiting Korea when they grow up."
And Aisha Siti, a 29-year-old from Malaysia who came to visit Korea alone, said, "I became a fan of Hyun Bin and Lee Min-ho when I watched 'Secret Garden' and 'Boys over Flowers,' and then I got interested in K-pop in 2008 starting with [boy band] TVXQ."
A long line of Muslim women formed in the downtown shopping district of Myeong-dong on July 25 waiting for make-up advice from an expert. One visitor from Indonesia said, "It was my dream to learn how to apply makeup in Korea. I became interested watching Korean TV dramas and K-pop music videos and started using Korean makeup a year ago."
Lee Jae-won, a make-up artist who offers lessons to foreigners, said, "The popularity of Korean-style make-up makes me feel it has become a global trend. Some foreigners want to be made up just like their favorite K-pop stars."
Korean cosmetics manufacturers' sales have jumped. According to CJ Olive Young, sales generated by foreigners in its health and beauty outlets in Myeong-dong, the trendy Hongik University neighborhood and Dongdaemun shopping district from January to July of this year surged 16 times compared to a year ago and 12 times in the tony Gangnam and Seongsu areas. Shinsegae Department Store's Chicor cosmetics chain store in the Hongik University area saw sales jump 40 times compared to 2020.
Sales of K-pop albums and related memorabilia also surged. According to Hybe, K-pop album and memorabilia sales almost quadrupled since 2019 to W947.5 billion in 2022 (US$1=W1,310). According to SM Entertainment, sales at its Seongsu and Everland stores jumped 250 percent this year. And around 90 percent of customers visiting those shops are foreigners.
Korean pop culture may serve as an escape for young Muslim women. Koo Gi-yeon at the Seoul National University Asia Center said, "In the Islamic world, where cultural conservatism is strong based on religion, Korean pop culture is often viewed as an escape from the religious pressures of the older generation. They often feel resentment toward Western culture, which is seen as enemy territory, but they feel closer to Korean culture, which is Asian."
