Netflix Survey Finds Two-Thirds of Members Want to Travel to Korea
Netflix research indicates that 67% of surveyed subscribers outside Korea are interested in visiting the country. Sung Q Lee, the streamer’s senior director of APAC production, attributed that interest to Korean stories rather than only the country’s landscapes. Lee spoke during the opening masterclass of Creative Asia, an event Netflix and the Busan International Film Festival revived for a third year on Oct. 10.
A Netflix survey indicated that 67% of responding members outside Korea would like to visit the country. Sung Q Lee, Netflix’s senior director of APAC production, said Korean stories, rather than scenery alone, explain much of that interest.
Lee made those remarks during Creative Asia’s opening masterclass. Netflix and the 31st Busan International Film Festival revived the event for a third straight year on Oct. 10. The piece was reported by Lin Ying-Hsuan and dated Oct. 9, 2026.
The finding could strengthen Korea’s tourism and cultural sectors, as viewers drawn to Korean series may seek out filming locations, food, and local experiences. It may also encourage streaming platforms and regional film events to invest further in location-focused promotion and cross-cultural storytelling. Travelers, local businesses, and creators in Korea could benefit, though the actual effect depends on whether screen interest translates into bookings and spending.