With “My Korean Boyfriend” boosting interest, travel agency shares tips on planning, etiquette, transport and travel insurance for South Korea.
The Netflix reality show “My Korean Boyfriend” has reignited Brazilian curiosity about South Korea, reinforcing a travel trend that was already gaining momentum.
The series follows five Brazilian women in long-distance relationships with South Korean partners and adds to the popularity of K-dramas in Brazil. According to a survey by Ecglobal, a consumer insight company from Stefanini’s Haus platform, nearly 90% of Brazilians watch K-dramas, and 55% do so at least once a week.
The cultural wave is translating into bookings. Quickly Travel, a travel agency focused on Asian destinations and part of the JTB Group, says it recorded a 20% increase in demand for South Korea trips last year. The agency notes the movement aligns with figures from Capital Marketing, the Korea Tourism Organization’s (KTO) representative in Brazil, which confirms growth in tourist flows to the destination between 2024 and 2025.
“People often start with pop culture curiosity, but the country offers experiences far beyond what you see in series and reality shows,” says Mami Fumioka, founder and vice president of Quickly Travel.
Highlights mentioned include Seoul’s historic palaces such as Gyeongbokgung and Changdeokgung, traditional areas like Bukchon Hanok Village, Buddhist temples, street markets and national parks. Coastal city Busan is also cited for combining beaches, urban life and a major port.
“Travelers find history, food, nature, technology and a very distinctive lifestyle that helps them better understand Korean society,” Mami explains.
Not a fairy tale: key precautions
As demand grows, Quickly Travel emphasizes preparation, especially for women traveling solo or in small groups. The agency describes South Korea as highly organized, yet notes that cultural differences and language barriers require extra planning.
“South Korea is an organized country, but cultural and language differences require preparation,” the executive says.
Among the main recommendations are planning transportation and accommodation in advance, with clear routes, schedules and modes of travel. The agency also advises travelers to follow local rules on behavior and clothing, particularly in temples, palaces and public spaces.
Communication can be another challenge. Quickly Travel notes that English is not widely spoken in every region, which can complicate everyday situations and makes pre-trip logistics even more important.
For solo “K-drama fans,” the agency recommends choosing well-located hotels, using official transportation and booking services ahead of time. It also suggests avoiding late-night trips through quiet areas and keeping local support contacts within easy reach.
Travel insurance and local support
Quickly Travel also stresses that travel insurance is essential, covering medical expenses, emergency care, cancellations, lost luggage and other unexpected issues. The agency recommends matching coverage to the traveler’s profile and itinerary length, with the option of Portuguese-language assistance and 24/7 support.
Local support is highlighted as another key factor, particularly in Asian destinations. According to Mami Fumioka, working with a specialized agency can provide cultural guidance and practical assistance before, during and after the trip.
“A specialized agency provides support before, during and after the trip, plus cultural guidance and local assistance, which really matters in Asian destinations,” Mami Fumioka says.
She also points to LOTTE JTB, a JTB Group company based in South Korea, which offers full tourism services with an international presence and a focus on tailoring travel experiences to different audiences.
“Having partners based in the destination helps guide travelers more precisely and respond quickly to any need during the trip,” she adds.
