Musical Culture in Korea
Stage musical is relatively new in Korea. There are some unique aspects of theater cultures in Korea. The page narrates some of the unique aspects of theater cultures in Korea as well as the tips.
01 Musical Market Size
In 2023, the Korean musical theater market reached approximately $370 million, a size comparable to the domestic K-pop market, excluding the overseas market. This similarity highlights the significant cultural and economic impact of musicals in Korea and suggests potential for international expansion. Remarkably, the Korean market is about 25% the size of Broadway's $1.5 billion revenue in the 2023/2024 season, underscoring its growing global presence.
Some Korean musicals have gained international attention, such as The Last Empress, which has been performed abroad, though not as a full Broadway production. Maybe Happyending, an original Korean musical, was performed on Broadway in 2024. Additionally, The Great Gatsby, a production involving Korean participation, is recognized as a Korean musical due to its Korean production team. These achievements hint at the growing possibility for Korean musicals to gain wider global recognition, much like K-pop has done.
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02 Audience Demographic
In Korea, more than 70% of the audience for musicals is typically female, with male actors often having higher ticket power. Fans of star actors frequently attend the same shows multiple times and are referred to as "revolving door audience," with over 90% being female, forming a significant portion of attendees.
Musical enthusiasts also contribute to the audience pool, adding diversity in preferences and show selections. Recently, tourists and international fans have been increasingly spotted, reflecting the growing global interest in Korean musicals.
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03 Audience Behavior and Etiquette
The rules for theater etiquette in Korea are generally the same as in other countries, but Korean audiences are known for strictly reinforcing them. This behavior is often described as "dead body" like stature during performances, with minimal movement or noise. However, audiences do join in cheering or clapping when prompted by the cast. In smaller theaters, many shows encourage audience participation, inviting cheers, clapping, and even shouting, creating a more interactive and lively experience.
This reserved approach is quite different from the interactive and expressive atmosphere often seen in Broadway or West End productions. Interestingly, in domestic concerts, Korean audiences may be highly enthusiastic, singing along and expressing themselves freely. In musicals, however, the culture emphasizes maintaining quiet and limiting body movement during the show.
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04 Language
Musicals in Korea are typically performed in Korean, with all numbers and dialogues translated from the original language. While some nuances, such as cultural wits and puns, are sometimes "Koreanized" to add unique and entertaining twists, they can occasionally lose their original impact and feel less engaging.
On the other hand, tours by original production teams—mainly from Broadway or the West End—are performed in their original languages, with multiple display screens providing Korean translations for the audience.
05 How to buy tickets?
Koreans purchase tickets through ticket sales platforms, theater websites, production company websites, and ticket booths at theaters. Major domestic platforms include Interpark, Yes24, and Ticketlink, which also operate global sites, making it easy for overseas buyers to access them.
Korean shows typically sell tickets in 1- or 2-month blocks, even if the production is scheduled for a longer run. Additional tickets are released later sequentially, in divided time slots. In contrast, Broadway shows generally release tickets 6 months in advance for open-ended runs.
Ticket resale is prohibited in Korea, so attendees must personally purchase tickets for themselves and their companions (usually up to four people). Additionally, ID or proof of purchase is required to collect paper tickets or receive discounts. For popular performances, early booking is encouraged due to high demand, and promotions such as group discounts or early bird discounts are occasionally offered.
Ticket purchase sites generally allow cancellations for free or with a cancellation fee, and there may be rebooking services available if an error is made when selecting a discount, ensuring convenience for users. In Korea, if the desired seat has already been sold, some websites offer a reservation waiting service. This service assigns a waiting number in case a seat that has already been sold gets canceled, and provides the opportunity to select the seat if it becomes available again.
In contrast, Broadway generally does not allow ticket cancellations. However, date changes may be possible under certain circumstances. If a ticket holder cannot attend, they may choose to resell the ticket through authorized resale channels or other individual transactions.
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06 Ticket Discount
Various types of discounts are available for musical tickets in Korea. Discounts are sometimes offered for the elderly or handicapped. Repeat visitors can often receive about a 10% discount by presenting their used paper ticket from a previous visit. Early bird discounts are available for those who book tickets during promotional periods, and group discounts may apply for attendees purchasing multiple tickets together. Some productions also offer special promotions, such as free souvenirs or collectible items.
Availability and criteria for discounts vary, so it is recommended to check the specific musical's official website or authorized ticketing platforms for details.
07 Resale Policy
In Korea, reselling tickets is strictly prohibited. However, ticket-selling sites exist because the law cannot fully restrict consumer-to-consumer transactions. Despite this, profiting from such transactions is not allowed. Fans often "hand over" tickets at face value within fan communities.
To receive the paper tickets, one must present proper identification or sales documentation.
08 Paper Ticket
In most theaters, paper tickets are predominantly used, though QR and mobile tickets are also available. While electronic ticketing technology could simplify the process, manpower is still required for ID or documentation verification, as ticket resale is not allowed. Even when QR codes or kiosks are employed, staff members are needed to verify discount tickets for additional authentication.
09 Theater Entry and Pre-Show Experience
In Broadway theaters, the gates typically open 30 minutes before the show, and ushers assist the audience directly to their seats. In Korea, the experience is slightly different and more immersive. Theater gates open 1.5 to 2 hours before the performance, allowing ample time for audiences to enjoy pre-show activities. Guests can explore the lobby, take pictures at designated photo zones, and purchase merchandise inside the theater. Larger venues often have cafés where patrons can relax and enjoy refreshments.
The auditorium doors open 30 minutes prior to the performance, and at this time, audience members can proceed to their seats after presenting the tickets to the usher.
10 Photography Rules
In most Korean musicals, taking pictures of an empty stage, during intermissions, curtain calls, or afterward is strictly prohibited. However, on designated "curtain call days," audiences are allowed to take photos or record the curtain call.
This contrasts with Broadway theaters, where taking pictures during these moments is often allowed, and ushers may even assist by taking photos with the stage as a background.
In Korea, if someone is caught taking pictures, ushers typically approach the individual and ask them to stop. However, in most cases, they do not require photos to be deleted, as they may lack enforcement authority.
11 Entering the Auditorium
When entering the auditorium, you must show your ticket to the usher. While ushers are available to assist, they typically will not guide you to your seat unless you specifically request help.
During intermissions, remember to keep your ticket with you, as it will be required for re-entry into the auditorium after a restroom break or other reasons. Ensure your ticket is easily accessible to avoid any inconvenience.
12 Multi-Casting System
The multi-casting system is a distinctive feature of Korean musicals, where protagonists are often played by multiple actors, each bringing their unique interpretation and style to the role. This system allows audiences to choose performances based on their preferred combinations of actors, creating a personalized viewing experience. It also enables productions to feature a variety of well-known performers, such as idols, musical stars, and actors with singing talent, attracting diverse fan bases and ensuring strong ticket sales.
However, the system can sometimes backfire. Popular actors often appear in only 2 or 3 shows per week and may perform in two or three different productions simultaneously. If a popular actor becomes sick or encounters other issues, it can create cascading problems for multiple productions. Additionally, audiences may experience fatigue from seeing the same acting and singing styles across different shows, as performers retain their unique behaviors no matter how versatile their acting.
13 Typical Duration of Musicals
In Korea, most musicals run for a span of 3 to 6 months, depending on their popularity and scale. Unlike Broadway or West End productions, open-ended run performances—where shows continue indefinitely based on ticket sales—are relatively rare. This limited timeframe means audiences often need to plan in advance to secure tickets before the run ends.
14 Program Books and Souvenirs
On Broadway, audiences receive a free playbill with essential show details, while in Korea, program books are sold. These books often feature exclusive photos and detailed content, serving as a cherished keepsake. Additionally, a variety of souvenirs are sold in the lobby before the show, during intermission, and sometimes after the performance.
15 Restrooms
Korean theaters are relatively new and typically offer ample restroom facilities, ensuring smooth access for audiences during intermissions. In contrast, many Broadway theaters have been renovated and generally function well, though some still experience long waiting lines, particularly for ladies. During the COVID-19 period, many Broadway theaters took the opportunity to make renovations, improving restroom accessibility and reducing congestion during intermissions.
16 Baggage Services
In Korea, large theaters typically offer free baggage services for items such as luggage, strollers, umbrellas, or sealed food. However, small bags containing wallets or jewelry are not accepted. These services usually operate starting one hour or 30 minutes before the show and close 30 minutes after the show ends. Smaller theaters may not have sufficient space to provide such services.
On Broadway, coat check services are often available, but bags larger than what can fit under a seat are generally not permitted inside the theater. However, there are usually baggage storage facilities near theaters, typically charging less than $10.
17 Opera Glasses
In Korea, large theaters typically offer rental services for opera glasses for a fee. Patrons are usually required to pre-book to secure a pair. The available glasses typically have magnifications of x7 or x10, although x3 magnification is occasionally offered, which may not be sufficient from the second or third level.
18 Parking
While public transport is encouraged, many theaters in Korea offer ample parking spaces with discounted rates for ticket holders during the show, typically covering up to 4 hours. To avoid long lines at the exit, it is recommended to pay for parking in advance at a kiosk, which is usually located within the theater premises.
Parking near Broadway theaters in New York City can be challenging due to the limited availability of spaces, particularly in busy areas like Times Square. Street parking is rare and often restricted, while parking garages are the most common option for theatergoers. However, parking in these garages can be expensive, with rates typically ranging from $40 to $60 for a few hours, depending on the time of day and demand.
Some garages offer discounts for theater patrons, but these are not always available or guaranteed. Given the high cost and difficulty of finding parking, many Broadway attendees prefer to use public transportation, such as the subway, or opt for taxis or ridesharing services.
19 Meeting Actors After the Show
In Korea, meeting actors after a musical performance is often more structured and organized compared to Broadway. It is common for theaters to announce in advance if and when actors will greet fans after the show. These interactions usually take place in designated areas and follow a specific schedule, ensuring smooth crowd management. Some actors welcome this tradition, allowing fans to connect with them briefly, creating a more formalized and respectful atmosphere.
On Broadway, the tradition of waiting for actors at the stage door is more informal. Fans often gather at the stage door after a performance, hoping to see the actors as they leave the theater. While not guaranteed, many actors voluntarily come out to greet fans, sign autographs, and sometimes take photos. This stage door culture is deeply ingrained in Broadway's history, offering a unique and spontaneous experience for theater enthusiasts.
Additionally, Broadway occasionally incorporates charitable elements into these interactions. During fundraising campaigns, such as those for Broadway Cares/Equity Fights AIDS, fans can donate in exchange for autographs or photos with the cast, typically held in the theater lobby. Signed Playbills, props, or other memorabilia are also sold to support charitable causes. This aspect adds a philanthropic touch to the fan experience.
20 Musical Tours in Korea
Korean original and licensed musicals often embark on tours to various cities after their main performances, which usually take place in Seoul. These tours typically include major cities like Busan and Daegu. If the staging is not overly complicated or expensive to set up, productions may extend their reach to even more cities, allowing a broader audience to experience the shows.
Unlike on Broadway, where touring productions often feature separate casts, Korean tours generally include the same cast from the original Seoul performances. This practice enables fans in other cities to see the original performers in action. However, the staging and set designs may be adjusted based on the size and facilities of each venue to accommodate different theater dimensions while preserving the essence of the production.
21 Exclusive Ticket Access
In Korea, presales sometimes occur on theater websites, with certain sections of seats sold ca. 24 hours earlier than other platforms. Additionally, some musical performances can be designated exclusively for specific groups, such as credit cardholders from certain banks or registered users of specific ticketing platforms. These arrangements can completely restrict access for the general public. Tickets may also be available only on specific platforms or apps, requiring registration for access.
On Broadway, presales are also common, offering early access to certain groups, such as credit cardholders or theater subscription members. After the presale period, tickets are made available to the general public. Broadway shows may also utilize lottery or rush ticket systems, allowing select individuals to purchase discounted tickets. Occasionally, charity or corporate-sponsored performances are held with limited access.
22 Alternate or Understudy System
In Korea, the alternate system is rarely used due to the practice of multi-casting for protagonists. The casting schedule for multiple actors is announced in advance before tickets go on sale, allowing audiences to select their preferred cast. If a scheduled actor cannot perform, audiences are offered a full refund upon request. Usually, another actor from the multi-cast takes over the role. If no replacement from the multi-cast is available, an understudy steps in to fill the void. For single-cast roles, the understudy system is used immediately to ensure the performance continues as planned. Alternates are not regularly scheduled in Korea, and matinee performances are typically performed by the same main or multi-cast actors unless unforeseen circumstances arise.
On Broadway, alternates are more commonly scheduled to perform regularly, often covering certain days, such as Sundays or Tuesdays, as well as matinee performances. This allows the main cast additional rest while maintaining performance quality. For demanding roles, alternates ensure continuity and consistency for audiences. Understudies in Broadway, much like in Korea, are trained to step into roles at short notice if a principal actor is unable to perform. They are typically part of the ensemble or swings, capable of covering multiple roles and ensuring the show continues without interruption.
While the alternate system is structured and frequent on Broadway, Korea relies more heavily on multi-casting, with understudies stepping in only when absolutely necessary.
23 Musical Theaters
In Seoul, there are many theaters dedicated to stage musicals. While some venues are specifically built for musical performances, the popularity of the genre has led to renovations of classical music auditoriums and play theaters to accommodate stage musicals. These renovations often include the addition of more speakers, upgraded audio systems, orchestra pits, improved acoustic layouts, and other necessary modifications.
The map below provides a reference for major musical theaters in Seoul. However, there are also numerous small theaters in areas like Daehakro and Hongdae, which contribute to the vibrant musical culture of the city.
Additionally, there are excellent musical theaters outside of Seoul, offering high-quality productions that showcase the growing reach and popularity of the genre across Korea. These theaters provide an opportunity to experience musicals in diverse settings beyond the capital.
24 Convenient Accommodation
If you are combining musical theater with other activities, there are plenty of accommodations across Seoul to suit your needs. In addition to hotels, you can consider short-term rental and lodging services like Airbnb, 33m2, LiveAnywhere, Wehome, KOZAZA, Homestay Korea, and LetStay, which offer a variety of options ranging from modern apartments to traditional Korean hanoks. These platforms provide flexible stays and cater to diverse preferences, making them a convenient choice for both locals and international visitors.
Metropolitan Seoul is well-connected via subways and buses, both of which offer free Wi-Fi, allowing you to stay connected while navigating the city. Taxis can easily be booked through online apps designed for foreigners, such as Uber and Kakao T. Kakao T is particularly popular and offers an English interface, making it easy for international travelers to use. Additionally, services like Kakao Mobility's k.ride app offer live translation features for smooth communication between drivers and passengers. For those who prefer spontaneity, taxis can also be hailed directly at the curb.
If you are planning a dedicated musical trip to visit multiple theaters, staying near Sindang Station can be a strategic and convenient choice. This location offers direct subway access to major theaters, such as Charlotte Theater (10 stops), Blue Square (4 stops), and COEX Artium (13 stops). You can also easily reach Sejong Art Center, Kwanglim Arts Center BBCH Hall, and Daehakro by bus or subway. For ultimate convenience, Chungmu Art Center is located right at Exit 9 of Sindang Station.
While neighborhoods like Hongdae, Myeongdong, Gangnam, Insadong, Itaewon, and Dongdaemun are popular for their vibrant atmospheres and amenities, accommodations near Sindang Station are an excellent alternative. Sindang offers proximity to cultural attractions and shopping hubs like Myeongdong, Insadong, and Dongdaemun. Compared to Gangnam, accommodations in these areas are often more affordable, yet the area maintains excellent connectivity to major destinations. This makes it an ideal base for musical enthusiasts and travelers looking to explore Seoul’s thriving musical theater scene.