Korean culture is driving a surge in foreign visitors to Seoul, reshaping the city's hotel market and leading hotel operators to upgrade facilities and rebrand their properties to attract higher-spending international travelers. In the first half of 2026, foreign arrivals to Korea reached a record 10.71 million, rising 21.3 percent from a year earlier, according to the Korea Tourism Organization. Unlike in the past, when group tours focused mainly on shopping, foreign tourists are now often visiting Korea for K-pop concerts, drama filming sites and medical services, leading to higher expectations for accommodation. "As K-culture continues to attract more international tourists to Korea, demand for various hotel options, ranging from budget accommodations to high-end luxury properties, will keep growing," an official at a hotel in Seoul said on condition of anonymity. Major hotel operators in Seoul are already shifting their business strategies to align with this changing trend. In June, Lotte Hotels & Resorts announced the rebranding of its flagship downtown hotel, Lotte Hotel Seoul, as