Why global stars are flocking to Seoul

Until a decade ago, South Korea was far from the first stop in Asia for global pop musicians, Hollywood stars or other high-profile celebrities. Japan — especially Tokyo — was the undisputed destination for concerts, film promotions and leisure travel. But as Korean culture continues its global ascent, powered by the explosive growth of K-pop, K-dramas and K-beauty, Seoul has rapidly emerged as a rival cultural capital. Industry insiders say the city now offers international stars more opportuni