The Creative Economy Drives a New Wave of Tourism to Paris
What’s happening in Paris…
Brat summer has come and gone, leaving a cultural legacy of Summer 2024.
Fashion week kicks off with fashion people of Korea snapping every corner of Paris.
Korean brands Osoi and Maison Kimhekim launch in Paris to much fanfare.
Social Media as a Gateway for Tourism
Through Instagram posts and stories, content creators highlight iconic landmarks—such as the Eiffel Tower, Louvre Museum, and Champs-Élysées—but with a distinct focus on creating a relatable narrative. For example, Korean IT girl, @mulbada shared snaps of the Olympic edition of Tour Eiffel. Such posts convey an immersive experience, often with captions that share emotions, thoughts, or cultural reflections of a Korean abroad.
Taking a close look at the type of social media content shared, it features Parisian lifestyle elements that the Korean audience is particularly drawn to—cafés, fashion, art, and picturesque streets. The Parisian backdrop evokes feelings of awe and romance, creating a travel bug to those out east.
As such, Korean content creators and influencers play a significant role in promoting French tourism through carefully curated content on Instagram & TikTok. Indeed, influencers have mastered the art of crafting visually compelling content that captures the essence of a place. With dreamy aesthetics and detailed storytelling, influencer showcase Paris to a Korean audience, creating a profound impact on travel aspirations.
Additionally, to our benefit, content creators and influencers share personal recommendations on where to stay or eat. Featuring the latest exhibitions and trendy hubs, influencers make the daunting task of navigating a foreign city more achievable. By taking the investigative journalism required to plan a trip out of the picture, they create a bigger wave of wanderlust. With this newfound intel, Koreans are adding the latest “it” places to their travel bucket lists.
The K-Influencers
For years, the realm of Korean influencers traveling to Paris for high-profile fashion events was limited to a select few, such as Irene Kim—one of Korea’s internationally recognized fashion icons. As a model influencer, Irene was frequently seen at Paris Fashion Week sitting front row at luxury brand events, and collaborating with both Korean and French brands. However, this year we are seeing a shift with a surge of new influencers, fashion bloggers, and celebrities traveling to Paris for fashion week, brand collaborations, and promotional events.
Influencers from diverse backgrounds—ranging from fashion, beauty and lifestyle—are now being invited to experience and participate, increasing the importance of Paris to Korea as a stage for influencers to connect with the global fashion scene. Influencers act as a bridge between followers and destinations. Just this weekend, Youtuber and IT girl influencer @dahyeshka collaborated with French brand Isabel Marant to take on fashion week, giving the Korean audience a sneak peak of the fashion scene.
Other Korean influencers collaborating with French brands like Isabel Marant, Roger Vivier, Christian Louboutin and Courrèges, tap into Korea's growing appreciation for luxury lifestyle, and fashion. With large followings on Instagram, Korean influencers such as @chaileeson have transformed the way French destinations are perceived by younger generations, further amplifying the allure of French travel. A key factor in their follower engagement is their ability to provide authentic, real-time travel experiences. Unlike traditional marketing, which can feel distant or impersonal, influencers offer an intimate view. By sharing behind-the-scenes moments from runway shows or picturesque Parisian streets, Korean influencers successfully merge high fashion with travel aspirations, appealing to a younger, style-conscious audience. On this account, the fashion people of Korea are arriving in flocks to experience the joie de vivre of being in Paris.
Content Creators Take On Brat Summer
Taking a step back to last month, Brat Summer took Europe by a storm and Korean content creators were here to share their take on it. The rise of a quirky and rebellious media trend, Brat Summer is defined by its playful and carefree attitude. The unapologetic fun and bold self-expression portrayed in Brat Summer posts is core to Korean content creators’ identity. This alignment of social media trend and self expression has taken a whole new level in European summer destinations like Ibiza, Mykonos and the French Riviera. The combination of old-world charm with youthful defiance gave rise to visually sticky content.
Fashion People at Paris Fashion Week
After a long brat summer, Korean "패피" are now flocking to Paris for Sping/Summer 2025 shows. In Korea, fashion bloggers are often referred to as "패피" (pepi), short for "패션 피플" (fashion people). In the midst of Fashion week, you can spot Korean fashion people in Le Marais. However this year, non-household name influencers are also being tapped by French fashion brands to amplify their presence in the Asian market and beyond. Brands like Roger Vivier, Courrèges, Jacquemus, and Celine have begun utilizing the social media reach of Korean influencers to promote their collections to the Korean audience as South Korea rapidly becomes one of the most lucrative markets for luxury fashion. South Korea has a strong luxury market, and many Korean tourists are known to indulge in high-end shopping, particularly in Paris, driving tourism with a specific emphasis on luxury travel.
This symbiotic relationship between French brands and influencers strengthens the brands’ foothold in Asia while promoting real time Fashion Week content. For French brands, the Korean market offers a huge, enthusiastic audience for luxury fashion. On the other hand, Korean influencers align themselves with heritage French brands to gain prestige in the fashion industry. For many influencers, attending a Courrèges or Celine show during Paris Fashion Week further cements their global image and solidifies their status as an international fashion icon. The fashion week exposure helps Korean influencers build connections with the European market and allows them to transition from being regional influencers to global fashion ambassadors. This cross-promotion highlights the unique role Korean influencers play in bridging cultures, helping both Korean and French brands gain global recognition.
Redefining the Franco-Korean Connection
Through visually captivating posts and engaging storytelling, Korean influencers and content creators offer their followers a blend of aspirational and practical travel content. Playing a pivotal role in shaping travel trends, creators not only strengthen the cultural connection between South Korea and France but also position Paris as a top destination for Korean tourists looking for experiences that align with their tastes in fashion, culture, and lifestyle. Acting as tastemakers, Korean influencers are driving tourism to France, inspiring a new generation of travellers to explore the France’s iconic landmarks, hidden gems, and culinary delights. Content creators alike play a pivotal role in shaping travel trends and redefining the Franco-Korean connection from a more niche perspective.
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