Leveraging ‘Hallyu’ Media and the Physical: Asia Phenomenon to Rebrand Mongolian Cultural Tourism

This article examines the transformation of Mongolia's tourism strategy from the traditional focus on "heritage tourism" to a more contemporary "content-driven tourism" approach (Chung & Jeong, 2024). Although the Naadam Festival continues to be a central 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" Physical: Asia —have introduced a novel, high-value entry point for international tourists. (Domestic Tourism in Asia, 2009) By analyzing viewership data and the "underdog" narrative of Team Mongolia in "Physical: Asia," this paper posits that Mongolia is uniquely positioned to leverage "Strength Tourism," encouraging global travelers to observe and engage in physical training within its culture.