Is Copenhagen the Next Top Destination for Korean Travelers?

Is your business adapted to meet the rising demand from Korean travelers? Move smart and fast to tap into this niche segment.

In September 2025, SAS will launch the first-ever direct flight from Seoul to Copenhagen, a clear signal that Denmark’s capital is firmly on the radar of Korean travelers. This 8.000 km connection isn’t just about convenience; it underscores the growing fascination Koreans have with Copenhagen’s sleek design, sustainable lifestyle, and distinctive cultural experiences. Likewise, Scandinavians are increasingly traveling to Korea to explore the chic neighborhoods of Seoul and traditional sights.

With this new direct flight, local Danish businesses now have an undefined opportunity to engage with a dynamic and influential market segment that will soon take up a larger portion of their clientele. But how can you ensure your business is ready to welcome these visitors in the best way possible?

In this article, we delve into the segment I like to call "cool Koreans"—the definite trendsetters shaping this movement.

Korean Segment in Denmark

Before diving into the behaviors of Korea’s trendsetters, let’s first explore the current inbound Korean segment in Denmark: why they visit and who they are. 

Why are they visiting?

Koreans visiting Denmark are somewhat experienced travelers. Their trip is rarely their first venture abroad, as many have already explored nearby countries in Asia. In Europe, they likely have already visited ‘iconic’ destinations such as Paris, London, Switzerland, Italy, and Germany. Visiting Denmark represents a step toward exploring a less traditional but equally compelling destination, offering unique cultural and lifestyle experiences.

Who are they?

Younger Travelers (25-40) Independent travelers including Denmark in their broader European itinerary. Often part of a multi-city Europe trip, they prefer central, low-to medium- budget accommodations with private facilities, such as hotels, boutique hotels, or Airbnbs. 

Senior Group Travel Arranged by specialized travel agencies, often covering multiple Nordic countries. They are often part of guided group tours organized by Korean travel agencies, covering multiple Nordic destinations such as Norway, Finland, Iceland etc. These tours are meticulously managed, with a packed itinerary to maximize their experience. 

Exchange Students are young adults participating in university programs. Somewhat bound to their school programs, yet keen to explore local attractions and Danish culture during free time and holidays. 

Working Holiday Individuals are Koreans in their 20s who spend about a year in Denmark, working part-time. They work 25-30 hours a week and use their free time to travel within Denmark, neighboring countries and European cities. 

Key Travel Behaviors

Koreans value packed itineraries on intercontinental travel. Experiencing more equals a more rewarding trip increasing the perception of value for money. Their experiences focus on cultural and natural attractions, with must-visit venues like museums, historic landmarks, and scenic spots. Food culture plays a significant role, as they enjoy exploring famous local dishes and dining at popular eateries.

Why are they increasingly drawn to Copenhagen?

Korean people are drawn to Denmark and Copenhagen because it's so vastly different from Korea, yet in a safe, neat, and stylish manner. Let us break it down. They visit to:

• To explore the culture, especially happiness and work-life balance
• To visit the “Most happy country” and explore the phenomenon of Danish hygge culture
• To see famous sights, Nyhavn, Tivoli, Louisiana Museum, etc.
• To experience Danish design and local Copenhagen brands
• To experience innovative, organic, and modern dining
• To engage in outdoor sustainable activities
• To experience a European city that feels neat, safe, and romantic

Koreans love a good beer with a savory snack, a scenic view, and fresh air, things Denmark has in abundance. While the essence of hygge exists in Korea, it doesn’t fully manifest in their fast-paced environment, leaving them eager to experience it in Copenhagen. This offers Danes and Danish businesses a unique cross-cultural opportunity to provide a "hyggelig" experience, culturally adapted to truly resonate with the hearts of Korean visitors. 

Major business opportunities

Why are ‘Cool Koreans’ a key segment?

Simply, they shape demand, and they shape trends. Word of mouth remains one of the most powerful forms of organic marketing, and you want your venue’s name to come up naturally in conversations among friends, colleagues, and family. In today’s world, where social media practically dictates travel decisions for younger generations, Cool Koreans are the first step in the funnel. They set the tone, curate experiences, and influence what’s in (and what’s not). 

Influencer and brand ambassador culture in Korea is thriving, and compared to Northern Europe, both its scale and effectiveness operate on a whole different level. On top of that, Koreans take online reviews seriously, but here’s the catch: Google isn’t their go-to platform. If your Copenhagen venue doesn’t have many Korean reviews in Google, don’t assume it’s flying under the radar. Koreans use Naver.com and KakaoTalk for recommendations, so your venue might already be a hot topic among Korean travelers, just written in Korean… for better or worse. 

In Northern Europe, you might assume that travel blogging is outdated. However, in Korea, it’s a thriving traffic source, making up a significant portion of SEO content on Naver.com. Itinerary-style posts are huge, and these blogs, often run by Cool Koreans, are quietly driving traffic to venues, stores, cafés, and restaurants, spreading the word faster than you’d expect. 

Long story short? If Cool Koreans like you, they’ll make sure everyone else does too.

What does this mean for Danish businesses?

For local businesses in Copenhagen, Korean visitors, especially the Cool Koreans, present an exciting opportunity. It’s not about rolling out the red carpet or offering princess treatment, but rather recognizing that this travel-keen segment naturally holds influence. By creating a culturally adapted and informed environment, Danish businesses can tap into a growing group of engaged, experience-driven travelers who love sharing their discoveries.

And no, you cannot generalize Chinese, Japanese, and Korean cultural adaptation. It’s an ignorant mistake many European businesses make, and it’s time to rise above it. Understanding the distinctiveness of each segment is crucial for successfully engaging with these audiences.

As more Korean visitors make their way to Copenhagen, I hope this article helps Danish locals and businesses realize the unique opportunity they have and prompts them to reassess whether they’re truly ready to welcome this growing group of travelers into their cafés, bars, restaurants and stores. This market is already arriving, and those who prepare early will have an upper hand.

The demand is here, are you prepared to meet it? Contact us today for a casual conversation about how this niche opportunity can elevate your business.