‘Set-jetting’ in Asia: When travel is inspired by film and television

As global audiences become more captivated by Asian storytelling, the region’s filming locations have emerged as major travel draws. From the neon-lit streets of Seoul to the serene beaches of Thailand, these destinations are no longer just backdrops—they are central to the cultural and visual appeal of the stories they help bring to life. 

South Korea: The Hallyu effect

South Korea has mastered the art of turning screen popularity into tourism gold. The Academy Award-winning Parasite (2019) led to tours of its filming locations across Seoul, from the distinctive staircases of Jahamun Tunnel to the affluent Pyeongchang-dong neighbourhood.

Meanwhile, the Netflix phenomenon Crash Landing on You (2019) drove visitors to the Demilitarised Zone (DMZ), while Itaewon Class (2020) put Seoul’s multicultural district on the global tourism map.

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Perhaps the most impressive example is Yongin Daejanggeum Park, a purpose-built historical drama set where K-dramas like Queen Seondeok (2009) and Moon Embracing the Sun (2012) were filmed. Today, it stands as a permanent tourist attraction, drawing thousands annually.

Japan: Animated adventures and cinematic journeys

Studio Ghibli’s animated masterpieces have turned unexpected locations into tourist hotspots. The rural village of Jiufen, Taiwan, is often linked to the setting of Spirited Away (2001)—though the filmmakers have disputed this. Nevertheless, its narrow alleyways and glowing red lanterns attract thousands of Ghibli fans each year.

For a true Ghibli experience, fans visit the Ghibli Museum in Mitaka, the ancient forests of Yakushima Island, which inspired Princess Mononoke (1997), and Sayama Hills near Tokorozawa, the inspiration behind My Neighbor Totoro (1988).

Beyond animation, Lost in Translation (2003) immortalised Tokyo’s Park Hyatt Hotel and Shibuya Crossing, while Kill Bill (2003) fans still flock to Gonpachi restaurant, dubbed the “Kill Bill restaurant” despite only inspiring, rather than hosting, the film’s famous fight scene.

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Beyond animation, Lost in Translation (2003) created enduring interest in Tokyo’s Park Hyatt Hotel and the bustling Shibuya Crossing, while Kill Bill (2003) fans still visit the Gonpachi restaurant in Tokyo, unofficially known as the “Kill Bill restaurant” despite only inspiring, rather than serving as, the film’s fight scene location.

Thailand: Hollywood’s tropical backdrop

Thailand has long been a favourite for major Hollywood productions. The Beach (2000), starring Leonardo DiCaprio, put Maya Bay on the global map—so much so that authorities had to close it in 2018 to allow environmental recovery, reopening in 2022 with visitor limits.

James Bond fans continue to visit Khao Phing Kan, better known as James Bond Island, after its appearance in The Man with the Golden Gun (1974). Meanwhile, Bangkok’s streets and canals have appeared in countless films, including The Hangover Part II (2011), which popularised Sky Bar at Lebua Hotel.

See also: How to travel sustainably in Southern Thailand

James Bond fans continue to visit Khao Phing Kan, better known as “James Bond Island” after appearing in The Man with the Golden Gun (1974). Meanwhile, Bangkok’s streets and canals feature in countless films, including parts of The Hangover Part II (2011) bringing particular attention to the Sky Bar at Lebua Hotel.

More recently, HBO’s The White Lotus season 3, which features Blackpink’s Lisa Manoban as part of the cast, shifted its shooting location to Koh Samui in Thailand, provoking increased interest in the destination.

India: Bollywood and beyond

While Bollywood has long fueled domestic tourism, international productions have put Indian locations on the global set-jetting map. Slumdog Millionaire (2008) drew attention to Mumbai’s Dharavi district, though it also sparked debates around slum tourism ethics.

Meanwhile, The Best Exotic Marigold Hotel (2011) showcased Jaipur and Udaipur, increasing travel interest in Rajasthan’s rich heritage. The ancient temples of Hampi, featured in multiple international films, are now a UNESCO-listed attraction.

Delhi’s Chandni Chowk market and the Taj Mahal have appeared in Eat Pray Love (2010) and Octopussy (1983), the latter cementing Udaipur’s Lake Palace Hotel as a must-visit for Bond fans.

More recently, Sacred Games (2018) spotlighted lesser-known parts of Mumbai, while Darjeeling gained global recognition after featuring in The Darjeeling Limited (2007).

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More recently, the critically acclaimed series Sacred Games (2018) put lesser-known areas of Mumbai in the spotlight, while the picturesque hill station of Darjeeling gained international recognition after appearing in Wes Anderson’s The Darjeeling Limited (2007). The toy train featured in the film, the Darjeeling Himalayan Railway, is now a popular tourist attraction and Unesco World Heritage Site.

Vietnam: Emerging screen destination

Vietnam’s dramatic landscapes have drawn increasing attention from filmmakers. Kong: Skull Island (2017) showcased the ethereal beauty of Ha Long Bay, Ninh Binh and Quang Binh Province, sparking a rise in ‘Kong Tours’ to key filming sites.

Read more: A food lover’s guide to Ho Chi Minh City, Vietnam

Netflix’s Street Food: Asia highlighted Ho Chi Minh City’s vibrant culinary scene, while Anthony Bourdain’s travel shows introduced global audiences to the street food culture in Hanoi and. Meanwhile, BBC travel documentaries have consistently driven British tourists beyond traditional hotspots.

Netflix’s Street Food: Asia highlighted Ho Chi Minh City’s vibrant culinary scene in its first season, while Anthony Bourdain’s food and travel shows introduced audiences worldwide to the street food culture in Hanoi and Hoi An, introducing international audiences to Vietnam’s regional culinary diversity. The BBC’s travel documentaries featuring Vietnamese destinations have also consistently driven British tourists to explore beyond the traditional hotspots.

While ‘set-jetting’ brings economic benefits, it also poses challenges. Dubrovnik, Croatia, nearly lost its UNESCO status due to overcrowding from Game of Thrones tourism, while Thailand’s Maya Bay suffered severe environmental damage before authorities stepped in.

On the positive side, ‘set-jetting’ can revitalise overlooked areas and preserve cultural heritage. Kingdom (2019) sparked renewed interest in South Korea’s historical architecture, while Japan’s anime tourism has boosted local economies through themed cafés and guided film location tours.

See also: A K-pop and K-drama fan’s ultimate guide to South Korea

And local businesses have adapted to serve set-jetters. In Japan, themed cafés based on popular anime attract visitors, while tours specialising in film locations employ local guides who might otherwise struggle to find tourism work.

For travellers seeking experiences beyond the ordinary tourist trail, following in the footsteps of beloved characters offers a unique way to discover both iconic landmarks and hidden gems across Asia’s diverse landscapes. Whether wandering through the forests that inspired Studio Ghibli or dining at a Seoul restaurant featured in a K-drama, ‘set-jetting’ provides a tangible connection to the stories that move us.

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