By early 2027, the pull of East Asian pop culture has shifted from niche fandom to a core driver of international arrivals. Streaming platforms, set-jetting, and seichijunrei (anime pilgrimages) are pushing Gen Z and Millennial travelers to pick destinations based on emotional ties to media franchises rather than classic landmarks. To turn this multi-billion-dollar soft-power advantage into lasting growth, tourism boards across the region are moving beyond ad-hoc promotions toward structured IP licensing, digital immersion, and infrastructure that can handle the influx.
Four pillars of soft-power capitalisation
Destination marketing organisations (DMOs) are adopting a four-part playbook to anchor long-term economic benefits:
- Legalise and scale via official IP licensing – Instead of relying on fan-made guides, DMOs are partnering with studios and game developers. Transit authorities can license iconic characters for collectible transit passes and signage. With anime-related travel searches up 195% year-on-year, endorsed maps turn niche fandoms into structured, commercial pilgrimages.
- Cultivate pre-departure interest in the metaverse – Tourism boards are recreating historic or trending pop-culture districts inside global gaming environments, building early emotional attachment before flight bookings.
- Expand nighttime and event-centric infrastructure – Cities like Seoul are extending cultural hours, late-night transport, and outdoor dining zones. Linking convention or concert tickets to hotel and transit discounts encourages longer stays and higher local spend.
- Protect local economies against overtourism – Collective trademarks for heritage crafts ensure revenue flows to native creators, while smart infrastructure guides fans away from congested epicenters to lesser-known regional spots with thematic ties.
Japan: Micro-city pilgrimages and frictionless commerce
Japan is steering international travelers away from Tokyo and Kyoto into rural prefectures. Skyscanner data shows Hakodate saw a 443% year-on-year jump in travel intent, boosted by media cross-promotions. To handle merchandise purchases, Japan revamps its tax-free system from 1 November, requiring tourists to pay tax-included prices and claim refunds at customs upon departure.
South Korea: Regional airport hubs and the superfan economy
South Korea treats pop culture as a primary economic engine. Ahead of the 2027 BTS comeback, stadium concert tickets are being bundled with retail and hotel packages. The Ministry of Culture, Sports, and Tourism is developing five tourism hubs around regional airports – Gimhae, Daegu, Cheongju, Muan, and Yangyang – so fans can fly directly to idol hometowns and filming locations without transiting Seoul. This decentralisation strategy aligns with broader Asia-Pacific travel spending trends.
China: Immersive gaming realism and the C-drama landscape
China is leveraging blockbuster titles like Black Myth: Wukong and Genshin Impact, alongside cinematic TV epics, to commercialise historic temples, mountains, and festivals featured in the games. This approach is drawing attention to secondary cities, which could ease pressure on major hubs. As Shanghai's hotel rates climb with inbound demand, spreading visitors regionally becomes a strategic priority.
For travel professionals, the shift means new opportunities in route planning, hotel partnerships, and tour packaging. Airlines should watch for increased demand on routes to regional airports like Hakodate and Gimhae. Hoteliers can explore co-branded packages with studios and concert promoters. Tour operators can design itineraries that tap into licensed IP while managing capacity.
The move toward structured IP licensing also has implications for travel technology. Integrating licensed content into booking platforms and transit apps can enhance the pre-departure experience. As China solidifies its position in business travel, the same digital infrastructure can support leisure growth.
By transitioning from passive backdrops to active, structured travel partners, East Asian destinations can convert screen-bound fascination into sustainable, long-term tourism growth throughout 2027 and beyond.
