Love Scout’s Lee Jun-hyuk Turns This Local City into a Bustling Tourist Hotspot

Over the Lunar New Year holiday, Pohang welcomed 160,000 visitors, solidifying its status as a "drama-like city" and kicking off the year with a tourism boom. The city revealed on January 30 that its major tourist spots saw an average of 26,000 daily visitors during the holiday period.

This surge in visitors is credited to a combination of promotional efforts, including support for SBS’s hit drama Love Scout (starring Lee Jun-hyuk and Han Ji-min), social media promotions with the travel community Travelholic, and up to 40% discounts offered through the lodging platform Yanolja.

Love Scout follows the story of Ji Yoon (Han Ji-min), a headhunting company CEO known for her professional excellence, and Eun-ho (Lee Jun-hyuk), her impeccable secretary who provides close, personalized care. The romantic plot took a major step forward in Episode 8, when the lead characters began their official romance.

The drama’s popularity has been steadily climbing, with its third episode marking its first 10% viewership rating and Episode 8 reaching 10.9%. Lee Jun-hyuk’s performance, in particular, has been hailed as a career-defining role.

To match the show’s romantic and emotional tone, iconic Pohang locations like the Yeonorang Seonyeo Theme Park, Igari Anchor Observatory, and Songnim Theme Street serve as key backdrops in the series.

During the holiday, Pohang offered free admission to the Homigot Millennium Memorial Hall and provided full tourist services, including guides and interpreters. Popular spots like Yeongildae Beach hosted family-friendly events, drawing large crowds.

One standout event was the “K-Traditional Games Experience” held on January 30 at the Goddess Statue Square on Pohang Songdo Beach. Inspired by Squid Game, the event featured foreign residents, international students, and influencers dressed in hanbok as they participated in traditional games.

The drama’s filming locations were also bustling with visitors. The Japanese-style House Street, which gained fame from When the Camellia Blooms, and Cheongha Gongjin Market, featured in Hometown Cha-Cha-Cha, attracted both domestic and international tourists. Local markets, too, thrived during the holiday, with Jukdo Market seeing 40,000 visitors in a single day and over 200,000 people enjoying Pohang’s specialties and local cuisine throughout the holiday period.

Pohang Mayor Lee Kang-deok commented, “Pohang is gaining attention as a tourist destination through various media promotions. Our goal is to create a city that visitors want to return to year-round by offering unique and memorable experiences.”

To ensure a smooth holiday experience for residents and tourists, Pohang City set up a comprehensive task force with 496 staff members across 15 teams, focusing on disaster management, transportation, economic activity, and road maintenance.