What are the most popular searches on Korean culture?

The Encyclopedia of Korean Folk Culture, an online resource dedicated to preserving and disseminating information about traditional Korean customs and practices, recorded its highest user numbers yet in the first half of 2025, with nearly 1.69 million visitors. According to data released by the National Folk Museum of Korea, the platform saw a surge in interest, driven largely by searches related to Valentine’s Day, which emerged as the most-searched term between 2021 and 2025. This trend highlights a growing curiosity among both domestic and international audiences about Korean cultural traditions, even as modern influences like global holidays gain traction within the country. The National Folk Museum of Korea analyzed search patterns over the five-year span, revealing that several traditional festivals and customs remained highly relevant. Among them were Chuseok, Korea’s autumn harvest festival, and “sambok,” the three hottest days of summer in the traditional lunar calendar. Other notable searches included Hangeul Day, commemorating the creation of the Korean alphabet, and the anniversary of the May 18 Democratic Movement, a pivotal moment in South Korea’s history. These findings suggest that while contemporary elements attract attention, historical and seasonal traditions remain central to public engagement with Korean culture. Launched in 2004, the Encyclopedia of Korean Folk Culture has evolved into the nation’s sole comprehensive digital repository on folk traditions. It encompasses 32 distinct subject areas, ranging from seasonal customs and life-cycle rituals to folk beliefs, food, clothing, housing, and traditional games. As of now, the database holds over 12,000 entries, providing detailed insights into the diverse facets of Korean heritage. Over the years, the platform has witnessed a dramatic rise in usage, with annual visits increasing from approximately 210,000 in 2015 to around 3.3 million in 2024. This exponential growth reflects a deepening global fascination with Korean culture, evidenced by the fact that more than 30 percent of users accessing the site in 2024 came from abroad. The museum noted that users from the United States, along with countries across Asia, Europe, and South America, regularly engaged with the content. To accommodate this expanding audience, the encyclopedia is accessible in four languages: Korean, English, Chinese, and Spanish. A museum official emphasized that the continued international interest underscores the importance of making Korean cultural knowledge more widely available. Looking ahead, the National Folk Museum of Korea anticipates further growth in user traffic, particularly in the second half of 2025. In preparation, the museum announced plans to introduce an English-language section titled the Encyclopedia of Hallyu, focusing on the phenomenon of Korean pop culture, or Hallyu. This new addition will cover not only K-pop but also other dimensions of Korean culture such as cuisine and traditional games, aiming to provide a more holistic view of contemporary Korean identity alongside its rich historical roots. The museum projects that annual user numbers could reach approximately 3.5 million this year, continuing the upward trajectory observed since 2015. With ongoing efforts to expand language options and thematic coverage, the Encyclopedia of Korean Folk Culture is positioned to play an increasingly vital role in bridging cultural gaps and fostering greater understanding of Korea’s multifaceted heritage.