This summer, I revisited Zhangjiajie for the first time in a decade. The tourist site was meticulously maintained, and the street vendors that once crowded the area were nowhere to be seen. Among the most noticeable changes was the restroom, which featured heated bidet toilets typical of major tourist attractions. The difference between my memories from ten years ago and the current state of Zhangjiajie was surprisingly significant.
Friends who traveled to China after the introduction of visa-free entry shared similar experiences. They often mentioned the night views of Hongyadong in Chongqing and the Bund in Shanghai, along with the unique vibe of large cities. Their stories also highlighted the kindness of locals who willingly guided them through unfamiliar streets and the convenience of Didi, an app that simplifies transportation.
The phrase 'surprisingly' was a common refrain in their travel accounts. Comments like 'It was more glamorous than I expected,' 'People were friendlier than I thought,' and 'It was more convenient than I imagined' reflected their preconceived notions of China before their trips. Not every journey leaves the same impression, but their use of 'surprisingly' illustrates the gap between expectations and reality.
In South Korea, public sentiment toward China remains lukewarm. According to a survey conducted by the Pew Research Center from February to May this year, only 28% of South Koreans expressed a favorable view of China, an increase from 19% last year but still less than one in three. In this context, the travelers' reactions of 'surprisingly' stand out even more.
There is a reason for this sentiment. Relations between South Korea and China have been strained due to the THAAD conflict and the subsequent pandemic, leading to a significant decline in travel between the two countries. As opportunities to experience China firsthand diminished, people formed perceptions based on fragmented images from news and social media. Meanwhile, the urban landscape and daily lives of people in China continued to evolve. While perceptions remained stuck in the past, reality was changing. The term 'surprisingly' encapsulates this time lag.
The introduction of visa-free entry for South Koreans in November 2024 marked a turning point in narrowing this gap. According to reports analyzing data from the Korea Tourism Organization and the Ministry of Justice, 1.41 million South Koreans visited China from January to August 2024, before the visa-free policy took effect. In the same period in 2025, that number rose to 1.99 million, a 40.6% increase. In the first half of this year, approximately 1.71 million South Koreans traveled to China, a 16% increase compared to the same period last year. Data from the National Immigration Administration of China also indicated that South Koreans were the largest group of foreign visitors during this time.
Travel patterns are also changing. Social media is filled with travel reviews from the 2030 generation, and destinations are expanding beyond Shanghai and Beijing to include Chengdu, Xiamen, Changsha, Xi'an, and Chongqing. Travelers are increasingly seeking out hidden alleys and restaurants that even locals might not know. They choose their accommodations and visit popular photo spots and eateries they discovered online, experiencing China in person rather than just through screens.
The visa-free entry policy for South Koreans is set to expire on December 31 of this year. The same policy for Chinese group tourists visiting South Korea will also end on that date. The future remains uncertain. However, it is hoped that both countries will continue to implement measures that facilitate easier exchanges, similar to the visa-free policy. As opportunities for direct experiences increase, perceptions formed indirectly may also change. If the use of 'surprisingly' diminishes in the future, it would indicate that the gap between the China envisioned by South Koreans and the current reality has narrowed.
- Choi Yeo-jin, CEO of Maxvalue Capital, Ph.D. candidate in International Communication at the Chinese Academy of Social Sciences.
* This article has been translated by AI.
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