Using “Hallyu” Media and the Physical: Asia Trend to Refresh Mongolian Cultural Tourism

This article explores the evolution of Mongolia’s tourism strategy from a traditional emphasis on “heritage tourism” to a more modern “content-driven tourism” approach. While the Naadam Festival remains a key attraction, recent South Korean media productions filmed in or featuring Mongolia—such as “Crash Landing on You”, “Strong Girl Nam-soon”, and the anticipated 2025 success “Physical: Asia”—have introduced a novel, high-value entry point for international tourists. By analyzing viewership data and the “underdog” narrative of Team Mongolia in “Physical: Asia”, this paper suggests that Mongolia is uniquely positioned to leverage “Strength Tourism”, encouraging global travelers to observe and engage in physical training within its cultural context. Strength Tourism is formally defined as a niche segment of Special Interest Tourism (SIT), integrating elements of adventure tourism and wellness tourism, where the primary motivation for travel is the active, immersive pursuit of physical challenges and fitness practices that are deeply rooted in a destination’s cultural heritage (Tashpulatova & Suyunova, 2025). Mongolia’s tourism strategy is undergoing a significant transformation, shifting from a traditional focus on heritage tourism—centered on cultural and historical landmarks such as the Naadam Festival—to a dynamic, content-driven model that capitalizes on contemporary media influences. The increasing popularity of South Korean television dramas and productions filmed in Mongolia has introduced fresh narratives and visual representations that resonate with audiences’ sensibilities. These media portrayals not only highlight Mongolia’s scenic landscapes and cultural richness but also create new emotional and aspirational connections with international viewers, thereby expanding the country’s appeal beyond conventional tourism. Building upon this momentum, the concept of “Strength Tourism” has emerged as a novel and promising area for scholarly investigation. By capitalizing on the underdog narrative of Team Mongolia in the widely viewed series “Physical: Asia”, Mongolia has positioned itself as a destination where visitors can actively engage with physical training and fitness practices that are deeply embedded in its cultural heritage. This approach