IU has captured the hearts of global fans by showcasing the stunning beauty of Korea in her latest projects.
From last year’s Netflix series ‘폭싹 속았수다’ to the MBC Friday-Saturday drama ’21세기 대군부인’, IU’s impressive acting combined with the diverse beauty of Korea has completely mesmerized global viewers.
Starting its run last month and now approaching its finale, ’21세기 대군부인’ has soared to #1 in the Global (Non-English) TV show category on Disney+. It ranked in the TOP 10 across 47 countries, including Asia, North America, South America, Europe, and Oceania. According to FlixPatrol on the 11th, it became the first K-drama to stay in the US Disney+ TOP 10 for 29 consecutive days.
In the drama, IU plays Seong Hee-joo, the CEO of Castle Beauty, who possesses beauty, talent, and wealth. She showcases a wide array of stunning styles. As a bold and ambitious character who seeks a contract marriage with Grand Prince Ian (Byeon Woo-seok) to overcome the limitations of her status as a commoner and child of a concubine, her confident CEO looks—including sharp suits and glamorous jewelry—have become a hot topic.
Fans were especially captivated by her fashion blending Korean beauty, from the modern Hanbok worn while preparing for the wedding and the lavish royal wedding Hanbok to the elegant, minimal looks accented with traditional hairpins (binyeo) after becoming the Grand Prince’s wife.
The breathtaking backgrounds where the romance between Seong Hee-joo and Grand Prince Ian unfolds have also stolen the spotlight. Viewers are fascinated by the blend of traditional and modern aesthetics in the palace interiors, gardens, royal banquet halls, Grand Prince Ian’s private residence, and the traditional house where he spends his vacations.
TikTok clips featuring the two walking through the palace have garnered over 500,000 likes, sparking an enthusiastic response. Additionally, posts from international fans sharing how to find and visit the actual filming locations have gone viral online.
Other scenes, such as the traditional Nakwhanori (fireworks) and traditional wedding ceremonies, have also drawn significant global attention. In particular, since there were previously disputes among some overseas netizens regarding the origins of Nakwhanori, the drama is being credited with helping spread correct awareness of traditional Korean culture.
With global interest in Korea growing daily through K-pop and K-dramas, there are high expectations that ’21세기 대군부인’ will further boost the number of international tourists. According to the ‘2025 Foreign Tourist Survey Q4 Report (Provisional)’ by the Korea Culture & Tourism Institute, the top reason foreign tourists became interested in visiting Korea was ‘after encountering Hallyu content’ (38.2%).
In fact, the Netflix series ‘폭싹 속았수다’ starring IU, released last year, was a global hit, staying in the Global TOP 10 TV shows (Non-English) for nine consecutive weeks. This led to a significant increase in foreign tourists visiting Jeju Island, the drama’s setting, with filming locations like Sehwa-ri in Gujwa-eup and Woljeong-ri Beach becoming popular hotspots.
An industry insider noted, “As K-content expands into a culture of direct experience and consumption, works featuring actors with global influence do more than just succeed commercially; they serve as a hub for expanding interest into tourism, traditional culture, and overall lifestyle.” They added, “It is highly symbolic that IU’s consecutive global hits are driving interest in Korean culture.”
