Cultural and tourism exchanges between South Korea and China are gaining momentum, with K-pop stars like TWICE and IVE visiting China and Seoul launching its largest-ever K-tourism roadshow in major Chinese cities. Analysts view this as a strategic alignment of interests, as both countries seek to expand domestic demand amid growing U.S. pressure.

K-Pop Stars Return to China 

• IVE held a fan signing event in Shanghai on the 20th, attended by over 200 Chinese fans. 
• TWICE also hosted a fan meeting in Shanghai last month—their first mainland China event in nine years, following past controversies involving Taiwanese member Tzuyu. 
• China had unofficially restricted Korean cultural content since 2016 in protest of the THAAD deployment, but recent moves suggest a potential easing of these "Hallyu bans."

China May Loosen Hallyu Restrictions 

• With Bong Joon-ho’s Mickey 17 recently screening in China, SCMP reported that Beijing could further relax restrictions on Korean entertainment to improve ties with Seoul amid U.S. trade pressures. 
• Zhou Xiaolei (Beijing Foreign Studies University) noted, "China aims to strengthen relations with South Korea—a key neighbor and U.S. ally—before American pressure intensifies."

South Korea’s Tourism Push 

• South Korea’s Ministry of Culture, Sports and Tourism and the Korea Tourism Organization are hosting their largest-ever K-tourism roadshows in Beijing, Guangzhou, and Shanghai to attract Chinese visitors. 
• Q1 2024 saw 1.2 million Chinese tourists visit South Korea, an 18% year-on-year increase. 
• A tourism cooperation agreement was signed between Korean and Chinese travel agencies to foster regular exchanges.

Outlook 

While warming cultural and tourism ties signal improving relations, analysts caution that political uncertainties in South Korea and U.S.-China tensions could influence the pace of reconciliation.

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