A Taste of Korea Captivates Washington, D.C. Metro Area

‘Experience Your Korea’ Roadshow Draws Over 40,000 Visitors to Tysons Corner Center as ‘K-Pop Demon Hunters’ Hype Fuels K-Wave Momentum

NEW YORK--(BUSINESS WIRE)--The Ministry of Culture, Sports and Tourism (MCST) and the Korea Tourism Organization (KTO) are proud to announce the successful conclusion of the 'Experience Your Korea –K-Tourism Roadshow,' held on August 23^rd and 24^th, 2025, at Tysons Corner Center in Tysons, Virginia. Over 40,000 visitors immersed themselves in Korean culture, highlighting the growing influence of K-content across the United States. The remarkable turnout further reflects Korea’s growing position as one of the world’s must-visit travel destinations.

The massive turnout was fueled in part by the global success of Netflix’s animated hit K-Pop Demon Hunters, which recently topped the North American box office with $18 million in limited-release weekend revenue. Inspired by the film's dynamic energy, the Roadshow hosted a K-Pop dance competition and random play dance event, drawing large crowds and high-energy performances from 14 dance teams. Families and Gen Z Hallyu fans cheered passionately, sparking an energy that felt straight out of the film’s K-dance universe.

“This Roadshow brought Korea to life far beyond the screen, giving Americans an opportunity to taste, feel, and celebrate Korea’s culture in person,” said Heejin Cho, executive director of the Korea Tourism Organization’s Americas office. “With enthusiasm for K-content at an all-time high, we are confident this will spark meaningful interest in visiting Korea.”

Beyond K-Pop, the Roadshow highlighted the broad appeal of the K-Lifestyle, offering visitors a rich spectrum of cultural experiences. The event featured globally recognized works such as media artist Lee Lee Nam’s Gwanghwa Sansudo, a reinterpretation of traditional Korean painting, and director Kim Young Ki’s AI project, We Are All Monsters Inside, which resonated with the themes of K-Pop Demon Hunters.

Visitors also indulged in hands-on K-Beauty skincare experiences, exploring leading Korean cosmetic brands. Meanwhile, food lovers savored Korean flavors made famous through K-dramas, from crispy fried chicken by bb.q Chicken to steaming bowls of spicy Nongshim ramen.