Gen Z Drives Surge in Korean Cinema Attendance
South Korean cinema attendance reached 53.44 million viewers as of the 16th, a 25.8% increase compared to the 42.47 million recorded during the same period last year, according to industry data. If an additional 4 million viewers attend in the remaining 14 days of June, the growth rate could reach approximately 35%.
Industry officials project total annual attendance may hit between 130 million and 140 million viewers this year. This would mark a significant rebound from last year’s post-pandemic low of 106 million, especially with several domestic and international blockbusters scheduled for July and August.
Why are 20-somethings driving the cinema rebound?
The first half of the year’s growth was led by Korean films, specifically ‘The King and the Man’ (16.89 million), ‘Gun-che’ (5.3 million), ‘Sal-mok-ji’ (3.24 million), and ‘If We’ (2.47 million). Multiplex representatives identify the 20s age group as the primary catalyst for this trend.
Data from CGV shows 20-somethings made up 34% of viewers for ‘Sal-mok-ji’ and 31% for ‘Gun-che’. This trend extended to foreign cinema, as the horror film ‘Backrooms’ drew a 39% share of viewers in their 20s to reach 1 million admissions.
Investment and distribution officials suggest cinema is becoming a new habit for this generation. Because the pandemic and the rise of streaming services (OTT) occurred before movie-going became a cultural staple for those under 25, it has taken roughly six years for theaters to be adopted as a viable leisure activity.
How does current attendance compare to previous patterns?
Current trends contrast sharply with last year’s hits, which were dominated by older audiences. Last year’s successful titles saw the highest shares in the 30s and 40s demographics: ‘Zombie Daughter’ (40s: 32%), ‘Yadang’ (30s: 30%), ‘Eojjeolsuga-eopda’ (30s: 29%), and ‘Hitman 2’ (30s: 29%).
Multiplex ę´ęłě (officials) noted that films appealing primarily to the 30-40 age group have struggled recently. For example, ‘Humint’ saw its highest viewership in the 40s (27%) and failed to find commercial success, while ‘Wild Thing’ also peaked with the 40s at 34% and underperformed expectations.
‘The King and the Man’ remains an exception with a 40s share of 28%, though analysts attribute this to the film’s massive overall volume rather than a demographic trend.
What happens next for the Korean film industry?
Production company representatives expect the increased presence of 20-somethings to revitalize the market through social media. Because this demographic is highly active in online communities and sensitive to trends, their reviews may act as a primary driver for future box office success.
The industry believes that if movie-going continues to settle as a habit for younger viewers, it will mitigate the long-term fear that the youth have lost interest in cinema entirely. Future growth may depend on the ability of upcoming summer blockbusters to maintain this youth engagement.
Frequently Asked Questions
What was the total cinema attendance in South Korea last year?
The total attendance was 106 million viewers, which was the lowest figure recorded since the recovery from the COVID-19 pandemic began.
Which films were most popular with 20-something viewers this year?
High 20s engagement was seen in ‘If We’ (43%), ‘Backrooms’ (39%), ‘Sal-mok-ji’ (34%), and ‘Gun-che’ (31%).
Why is the 20s demographic considered more valuable for film success now?
Industry officials state that this group leads online word-of-mouth and social media trends, which are the most direct factors in determining whether a movie becomes a hit.
Do you think the rise of streaming services has permanently changed how younger generations view the cinema experience?