At 10 a.m. on the 25th at a hotel in Yongsan District, Seoul. There was still time before checkout, but foreign tourists gathered in the lobby with their luggage. When a guide holding a blue placard reading "Play&Stay" shouted, "Gayo Daejeon, bus!" the tourists lined up and boarded the buses waiting in front of the lobby one by one. The buses then headed straight to Inspire Arena in Yeongjongdo, Incheon, where a year-end special music program by a terrestrial broadcaster was being held.
After about an hour's drive, they arrived at the venue. Tourists roamed the building, went into restaurants, or shopped. Many held placards with the names of the idols they support and took "proof shots," or filmed short-form videos. When the event began at 5 p.m., the tourists waved light sticks in various colors and cheered the idol singers' performances.
Of the foreign tourists who watched the performance that day, about 8,500 booked tickets through Nol Universe Co's global platform NOL World and came to Korea. A significant number of them purchased Play&Stay packages that included lodging, and the rest bought products that linked shuttle buses and tickets.
Play&Stay is a product that offers a single package through consolidation of concert tickets; lodging near the venue or in the city center; on-site experience programs; limited-edition merchandise; and transportation and convenience services such as shuttles and interpretation. It was designed to resolve the various confusion and inconveniences that foreign tourists visiting Korea to see K-pop idol concerts may face.
For example, at Inspire Arena in Incheon, where the performance took place that day, foreign visitors must either book taxis separately to get to and from the venue or take an airport bus to Incheon Airport and then use the shuttle buses that Inspire Resort operates regularly. However, Nol Universe Co provides separate shuttle buses to and from the venue not only from major hotels in Seoul but also from places where foreign visitors often stay, such as Hongdae, Gwanghwamun, and Hapjeong.
This setup helps foreigners who have difficulty communicating in Korean. After the performance ended at 9 p.m. that evening, roads near Inspire Arena in Incheon were jammed as hundreds of taxis converged, causing severe traffic congestion. One taxi driver shouted to foreign tourists standing by the roadside, "Seoul 150,000 won," while holding up one and five with fingers. But tourists who used Nol Universe Co's packages were able to enjoy the show and exit at ease because shuttle buses departing at 10 p.m. were waiting.
Since first launching Play&Stay in 2023, Nol Universe Co has secured customers in 74 countries in two years. It has introduced more than 50 concert-linked products to date. Recently, it has diversified beyond concerts into classical performances, dance shows, and sports games, offering a range of options.
This year's Play&Stay reservations increased about 16-fold compared with 2023, when related products were first launched. The length of stay for foreign tourists who came to Korea through Play&Stay rose 78%, and 91% of users said they intended to buy again.
Based on its experience operating Play&Stay in Korea, Nol Universe Co is also pushing into overseas markets where K-content is strong, such as Japan and Taiwan. It plans to sell bundles that connect various travel content with hotel stays through partnerships with local collaborators.
Nol Universe Co ultimately aims to evolve into a platform that proactively attracts global mega-content hubs and to build a global tourism ecosystem centered on K-content. Chief Executive Lee Cheol-ung of Nol Universe Co said, "Based on the various data accumulated from customer behavior, we will become a platform that smooths and refines the travel experiences of foreign tourists."