In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Recognising that pop culture has a clear draw for visitors, the Korea Tourism Organisation has launched a series of Hallyu-themed travel courses. With South Korea's cultural output resonating with audiences across the globe, the guides provide an opportunity for immersive holiday experiences.

Netflix is offering fans guided walking tours to see some of the most iconic cities in Europe through the eyes of their favorite Netflix characters. With people coveting immersive fan experiences, brands are blending digital and IRL approaches to boost cultural affinity, exploration, and tourism.

Streaming services let viewers cultivate their cultural landscape, and a growing number of people are choosing international films and TV. Following on from tracking this behavior in our Media and Entertainment Sector Snapshot, Canvas8 spoke to eight Americans to determine what’s driving this shift.