"I Can't Wait to Visit Again"... 1 Million Foreign Tourists Smitten by 'Busanbyeong' [K-Holic]

Surge in Foreign Tourists Visiting Busan
Especially Popular Among Taiwanese Travelers
"Easy to Enjoy Even Without a Detailed Plan"

Editor's NoteInterest in Korean culture is rapidly growing around the world. Korean-related products and content, such as K-food and K-beauty, have permeated the daily lives of overseas consumers, going beyond a niche group of enthusiasts. [K-Holic] highlights the "Korean Wave" that is emerging in various parts of the world and examines why global consumers are focusing on Korea.

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"I went to Busan to cure my 'Seoulbyeong' and ended up catching 'Busanbyeong' instead."

Busan is emerging as a popular travel destination among foreign tourists. In particular, among Taiwanese tourists, a new term "Busanbyeong" (釜山病), meaning "once you visit, you want to go back again," has even appeared. The city is gaining significant popularity because visitors can enjoy scenery where urban and natural landscapes blend together, as well as a wide variety of foods.

Busan Captivates Foreign Tourists... Surpasses 1 Million Visitors in Record Time in Q1

Haeundae panoramic view. Photo by The Asia Business Daily Database

Recently, Busan Metropolitan City announced that the number of foreign tourists who visited Busan in the first quarter of this year reached 1,023,946. This marks the shortest period ever to surpass 1 million visitors since relevant statistics began to be compiled. This new record beats the previous fastest mark, which was set in April last year, by one month. By nationality, the breakdown is as follows: Taiwan 208,984, China 197,958, Japan 130,217, the United States 81,437, and Vietnam 44,352.

With the increase in foreign tourists, spending has also grown. In the first quarter of this year, foreign tourists visiting Busan spent a total of 235.5 billion won, which is a 26.4% increase compared to the same period last year.

Busan Attracts Taiwanese Tourists... Also Popular as a Short-Term Travel Destination

Sky Capsule. Haeundae Blueline Park Official Instagram

In particular, demand for Busan among Taiwanese tourists is rising rapidly. The flight time from Taiwan to Busan is only about 2 hours and 15 minutes, making it highly accessible. Busan is also popular because visitors can enjoy the sea, city, and local cuisine even with a relatively short itinerary.

In fact, according to the "2025 Taiwan Traveler Preference Insights" released by global travel platform KKday in January, Busan ranked second overall among overseas destinations preferred by Taiwanese travelers, following Osaka. Okinawa ranked third, with Tokyo, Hokkaido, Kyoto, Seoul, Hong Kong, Macau, and Bangkok following. Notably, in the short-term travel category for trips of three days or less, Busan took the top spot.

Foreign tourists cite the harmony of city and nature as the biggest appeal of traveling to Busan. With mountains, sea, and rivers located close to the city center, visitors can conveniently reach major attractions using public transportation. Even without a detailed plan, travelers can naturally experience the local culture by walking through markets, alleys, the seaside, and promenades.

Busan’s unique tourism content also draws visitors. For example, Haeundae Blueline Park, where the Haeundae Beach Train and Sky Capsule operate, has become a distinctive attraction that allows visitors to enjoy the coastal scenery from Mipo to Songjeong. Other sites that offer Busan’s signature ocean views and alleyway charm, such as Gamcheon Culture Village and Huinnyeoul Culture Village, are also consistently popular.

Additionally, local specialty foods are a hit. Dwaeji-gukbap (pork soup with rice) and ssiat hotteok (seed-stuffed sweet pancakes), among other Busan dishes, are being embraced by foreign tourists as new culinary experiences. In fact, according to a survey conducted by the Busan Tourism Organization in August last year among 15,796 Taiwanese tourists (multiple responses allowed), dwaeji-gukbap received the highest response rate at 66.9%. This was followed by ▲Busan fish cake (37.4%) ▲ssiat hotteok (22.4%) ▲grilled eel (19.4%).

"I Want to Visit Again"... After 'Seoulbyeong,' 'Busanbyeong' Emerges

Recently, on social networking services (SNS), posts related to the so-called "Busanbyeong" have been continuously uploaded. Thread

As Busan’s popularity rises, the term "Busanbyeong" has even emerged on social networking services (SNS). The word literally means a longing for and deep affection toward Busan, which grows so strong that it feels like an illness. Originally, "Seoulbyeong," which means a yearning for Seoul, was the more common expression online, but with the growing number of people falling for Busan, "Busanbyeong" has now appeared as well.

Foreign tourists have shared on SNS platforms such as Threads, saying, "Do I want to visit Busan again? Of course. The illness I caught in Busan still hasn’t fully healed," "I hereby declare that Busanbyeong is an incurable disease," and "While sorting through my photos, my Busanbyeong got even worse." One tourist in particular wrote, "I want to return to Busan just for the sea. The overall vibe here is relaxed, the food is delicious and affordable—there’s no reason not to come back. I’ve truly caught Busanbyeong."

Meanwhile, Busan Metropolitan City aims to attract 5 million foreign tourists and achieve 1.5 trillion won in tourist spending by 2028. Last year, Busan welcomed 3.64 million foreign tourists and, this year, is working step by step toward attracting 4 million.

This content was produced with the assistance of AI translation services.