South Korea’s new K-Chicken Belt platform uses Korean fried chicken to guide travellers towards regional food, culture, and lesser-known destinations. (Image by Joshua Resnick)
For many travellers, South Korea begins with Seoul’s bustling neighbourhoods, K-pop landmarks, and late-night street food. A new tourism initiative, the K-Chicken Belt Platform, is encouraging visitors to venture far beyond the capital by following one of the country’s most beloved comfort foods: Korean fried chicken.
Launched by the Ministry of Agriculture, Food and Rural Affairs (MAFRA) of South Korea, the interactive travel map connects 30 carefully selected chicken restaurants with nearby attractions, traditional markets, festivals, and rural experiences, turning every meal into the starting point for discovering lesser-known corners of the country.
Why fried chicken makes the perfect travel guide
Food has become one of South Korea’s biggest tourism draws. According to the 2025 Survey of International Visitors, 61.7% of travellers visiting the country say experiencing Korean cuisine is among their top travel priorities, making it even more popular than shopping.
It is perhaps no surprise that Korean fried chicken sits at the heart of the campaign. The dish remains the most popular local menu item among overseas consumers, recognised for its crispy texture, flavourful sauces, and culture of sharing. For many international visitors, it is already a familiar introduction to Korean food, making it a natural gateway to exploring destinations they may not have otherwise considered.
More than a list of restaurants
Unlike many tourism guides curated solely by tourism boards, the K-Chicken Belt draws heavily on local knowledge. The featured restaurants were selected from more than 2,700 public submissions, alongside recommendations from local governments and on-site evaluations.
The result is a collection of destinations that reflects genuine local favourites rather than simply the most famous establishments. Each stop is paired with nearby attractions, whether that means wandering through traditional markets, attending seasonal festivals, exploring rural villages, or discovering scenic regional attractions that often receive far fewer international visitors than Seoul or Busan.
Travellers can also build and share their own itineraries, making the platform as much a community-driven travel planner as a restaurant guide.
Just the beginning of South Korea’s culinary journey
The K-Chicken Belt is the first initiative under South Korea’s wider K-Gastronomy Journey, with more food-focused experiences to follow, including traditional alcohol trails, kimchi workshops, food festivals, and rural culinary stays. Together, they highlight the country’s growing focus on using food to connect visitors with local culture beyond the usual tourist hotspots.
For travellers already planning a trip to South Korea, the K-Chicken Belt is a refreshing alternative to the usual itinerary. Rather than limiting a visit to Seoul’s cafes and shopping districts, it offers a reason to follow regional roads, discover hidden eateries, and stumble upon markets, villages, and festivals that many overseas visitors might otherwise miss.
Zafigo Travel Note: While an official English version of the interactive map is slated for future release, the Korea Tourism Organization Kuala Lumpur Office currently recommends utilising the digital e-books and regional downloadable brochures hosted on the official Visit Korea website to cross-reference and plan your path.
