K-pop is not just a music genre that has conquered the world; it has also led to a surge of visitors to South Korea. Airbnb highlighted these findings in a new research study conducted in collaboration with some of the country’s biggest music stars. In recent weeks, Airbnb launched a neon-lit, fully immersive experience created in partnership with the K-pop boy band Cortis for public use. Simultaneously, it released an in-depth report titled "Korea Calling: How K-Culture Is Driving a New Generation of Travelers into Korea." As the Cortis experience went viral on social media, fans flocked to the center of Seoul hoping to witness a live performance from one of K-pop's fastest-rising groups, while the research revealed Airbnb's strategy to align its identity in Korea with the country's biggest cultural exports.

The report, based on a survey of thousands of international visitors to Korea, revealed that 94% of those who visited or planned to visit the country were influenced by K-culture. Even more importantly, travelers motivated by K-culture were found to stay longer, spend more, and be more likely to travel in groups. This report documented the growing trend of young people from around the world planning their K-pop pilgrimage journeys.

Cortis is among the pioneers of this demand surge. The five-member group, consisting of Martin, James, Juhoon, Seonghyeon, and Keonho, debuted under Hybe's BigHit Music label in August 2025 and became the leading act to emerge from this prestigious label after BTS. Their debut EP "Color Outside the Lines" reached number 15 on the Billboard 200. Earlier this year, they headlined the opening night of the NBA Crossover Concert Series during NBA All-Star 2026, becoming the first K-pop group to achieve this.

The group's title track "Redred" comes from their recently released second EP "Greengreen." This song provided both the soundtrack and visual experience for the shelter Airbnb built in Seoul. Designed as an event space located in central Seoul, the venue was divided into two color worlds drawn from the EP: red zones and turquoise green areas, furnished with personal items and design elements taken from the group members' own creative studio.

During a guided tour lasting two hours, 30 fans selected for the opening day event passed through a series of game stations. The first station was designed to reveal personal preferences, followed by an opportunity to see how they matched with the preferences of the Cortis members. In other sections of the shelter, fans solved Cortis-themed puzzles using UV light clues, customized souvenirs to take home, and ventured into a splatter paint area. The highlight of the event was a block stacking game played between the fans and the five members of the group; such unscripted, face-to-face encounters are the most cherished emotional experiences for K-pop fans.

Airbnb's K-pop strategy is a move that has been slowly built over the years. The company first connected with K-culture in 2022, and two guests were featured in BTS's reality show "In the Soop."