South Korea Real Estate Media Intelligence Report

This media intelligence report offers strategic guidance for marketers and media planners targeting high-net-worth real estate investors in South Korea during 2025, with specific focus on campaign planning from May to December. South Korea presents a mature yet evolving market for luxury real estate investment, characterized by a growing HNWI population, strong digital infrastructure, and increasing foreign investment interest. This report provides actionable insights on market conditions, advertising placements, target audience segments, media channels, and optimal timing for maximum effectiveness. 

1. Market insights 

Millionaire Population and HNWI Trends 

South Korea's millionaire population has demonstrated resilient growth despite global economic headwinds. As of early 2025: 

• Ultra-high-net-worth individuals (UHNWI with $30M+ assets): Approximately 7,840 individuals, representing a 4.3% increase from 2024 
• High-net-worth individuals (HNWI with $1M+ in investable assets): Estimated at 142,000, a 5.1% year-over-year growth 
• Projected HNWI wealth expansion: 7.2% annual growth through 2025 
• Seoul concentration: 68% of the country's HNWI population resides in the Seoul Capital Area 

Media Landscape Overview 

South Korea features one of the world's most advanced digital infrastructures: 

• Internet penetration: 97.2% of population 
• Smartphone ownership: 95.6% of adults 
• 5G adoption: 36.8% of mobile subscriptions (highest globally) 
• Connected TV penetration: 63.7% of households 
• Digital news consumption: 84.3% of online adults 
• Print media readership: 26.4% (declining but still significant among affluent demographics) 
• OOH engagement: 78.5% weekly reach among urban adults 

Key Advantages for Advertisers 

• Ultra-high-speed internet and 5G infrastructure enabling advanced digital campaigns 
• Tech-savvy affluent audience receptive to innovative marketing approaches 
• Strong regulatory framework for investor protection enhancing market credibility 
• Cultural emphasis on property ownership as wealth signifier 
• Growing foreign investor interest in Korean real estate 
• Increasing transparency in real estate transactions 

Positive Market Trends 

• Real Estate Investment Trusts (REITs) market expansion: 18.4% growth in 2024, continuing in 2025 
• Foreign investment liberalization: Relaxed regulations for international property investors implemented in March 2025 
• Infrastructure development: Ongoing GTX (Great Train eXpress) expansion connecting Seoul Metropolitan Area 
• Tourism recovery: 91% return to pre-pandemic levels, boosting interest in vacation properties 
• Rising luxury home values: 6.8% appreciation in premium segments despite broader market cooling 

2. Exactly where to advertise 

Premium OOH Locations 

Major Cities and Business Districts 

Seoul - Gangnam District 

• Teheran Road/Gangnam Financial District 
• Daily foot traffic: 287,000 professionals 
• Audience profile: 64% finance professionals, 28% tech executives, average age 42, 76% male 
• Performance metrics: 32% higher recall than average urban location 

Seoul - Gwanghwamun/Jung-gu 

• Sejong-daero Premium Digital Displays 
• Daily foot traffic: 254,000 
• Audience profile: 42% government officials, 31% corporate executives, average age 48 
• Performance metrics: 28% higher engagement with luxury brand advertising 

Busan - Centum City/Haeundae 

• Centum City Digital Tower 
• Daily foot traffic: 183,000 
• Audience profile: 48% affluent tourists, 29% business professionals, average income 35% above national average 
• Performance metrics: 41% recognition rate among Busan affluent residents 

Affluent Neighborhoods and Lifestyle Corridors 

Seoul - Hannam-dong/UN Village 

• Hannam Intersection Digital Billboard 
• Daily traffic: 162,000 (vehicular and pedestrian) 
• Audience profile: 58% diplomats and executives, average age 45, 71% international exposure 
• Performance metrics: 37% higher conversion for luxury products 

Seoul - Cheongdam Luxury Street 

• Fashion Street Digital Installations 
• Daily foot traffic: 126,000 
• Audience profile: 74% luxury consumers, average household income ₩187M annually 
• Performance metrics: 46% association with premium brands 

Jeju - Jungmun Resort Area 

• Jungmun Tourist Complex Premium Displays 
• Daily traffic: 68,000 (high seasonality) 
• Audience profile: 63% wealthy domestic tourists, 22% international visitors, average stay 4.2 nights 
• Performance metrics: 29% higher recall for property investment advertising 

Transit Hubs 

Incheon International Airport 

• Terminal 1 & 2 Premium Digital Networks 
• Daily passenger traffic: 210,000 
• Audience profile: 38% business travelers, 24% first/business class passengers 
• Performance metrics: 34% higher engagement for high-end advertising 

Seoul Station KTX Terminal 

• Grand Concourse Digital Network 
• Daily passenger traffic: 187,000 
• Audience profile: 42% business travelers, 36% affluent Seoul residents 
• Performance metrics: 27% higher dwell time than average transit location 

Gimpo International Airport 

• Domestic Terminal Premium Placements 
• Daily passenger traffic: 94,000 
• Audience profile: 53% frequent business travelers, average 14.6 domestic trips annually 
• Performance metrics: 31% higher recognition for domestic property advertising 

Luxury Retail and Leisure Destinations 

Seoul - Lotte World Tower & Mall 

• Premium Digital Installations 
• Daily visitors: 118,000 
• Audience profile: 47% affluent shoppers, average spend ₩785,000 per visit 
• Performance metrics: 39% higher engagement for luxury real estate advertising 

Seoul - Galleria Department Store (Apgujeong) 

• In-store Digital Network 
• Daily visitors: 63,000 
• Audience profile: 68% luxury consumers, 31% high-net-worth individuals 
• Performance metrics: 42% higher recall for investment opportunities 

Busan - Shinsegae Centum City 

• Premium Mall Digital Network 
• Daily visitors: 97,000 
• Audience profile: 39% affluent Busan residents, 26% affluent tourists 
• Performance metrics: 33% higher interest in vacation property investments 

3. Exactly whom to advertise to 

Top Investor Communities 

Domestic Financial Elite (31% of investor market) 

• Characteristics: Senior finance professionals, corporate executives, entrepreneurs 
• Investment behavior: Portfolio diversification, value appreciation focus, prefer established premium locations 
• Strategic importance: Market influencers, early adopters of investment trends 
• Media consumption: Financial newspapers (Maeil Business, Korea Economic Daily), premium business TV channels, selective digital platforms 
• Cultural nuances: Strong emphasis on educational districts, prestige locations, face-saving investments 

Chaebol Family Networks (18% of investor market) 

• Characteristics: Multigenerational wealth, extensive business connections, privacy-focused 
• Investment behavior: Legacy property acquisition, long-term holding strategy, trophy assets 
• Strategic importance: High transaction value, reference influence for broader market 
• Media consumption: Exclusive business clubs, private banking channels, selective luxury publications 
• Cultural nuances: Face-driven decision making, social status signaling, relationship-based transactions 

Tech Industry Nouveaux Riches (14% of investor market) 

• Characteristics: Younger (35-45), tech industry success, modern outlook 
• Investment behavior: Innovation-focused properties, smart homes, design-forward developments 
• Strategic importance: Growing segment, higher risk tolerance, digital marketing receptiveness 
• Media consumption: Digital platforms, tech publications, streaming services, podcasts 
• Cultural nuances: Less traditional than older investors, value contemporary design, sustainability focus 

Overseas Korean Returnees (12% of investor market) 

• Characteristics: Education or work experience abroad, international outlook, bilingual 
• Investment behavior: Seeking value compared to global markets, comfort with international transactions 
• Strategic importance: Bridge to international standards and practices, higher expectations 
• Media consumption: Bilingual content, international publications with Korean editions, global business news 
• Cultural nuances: More comfortable with western business approaches, value transparency 

Chinese Investors (9% of investor market) 

• Characteristics: Growing business interests in Korea, seeking portfolio diversification 
• Investment behavior: Value-seeking, new construction preference, yield-focused approach 
• Strategic importance: Largest international investor group, growing influence 
• Media consumption: Chinese-language Korean publications, WeChat channels, specialized investment platforms 
• Cultural nuances: Strong preference for new construction, feng shui considerations, numeric symbolism importance 

Southeast Asian Investors (8% of investor market) 

• Characteristics: Growing wealth class, new to Korean market, family-oriented investment approach 
• Investment behavior: Education-centered locations, brand-name developments, long-term outlook 
• Strategic importance: Fastest growing international segment, relationship-loyal 
• Media consumption: English-language Korean business news, specialized investment platforms, relocation services 
• Cultural nuances: Family-centered decision making, education proximity premium, brand recognition importance 

Middle Eastern HNWI (5% of investor market) 

• Characteristics: Ultra-high-net-worth individuals, privacy-focused, luxury-oriented 
• Investment behavior: Trophy properties, exclusive locations, privacy features premium 
• Strategic importance: Highest per-transaction value, brand ambassador potential 
• Media consumption: International luxury publications, private banking channels, specialized investment advisories 
• Cultural nuances: Privacy expectations, service level sensitivity, preference for exclusive offerings 

North American Expatriates (3% of investor market) 

• Characteristics: Corporate executives, entrepreneurs, retirees seeking Asian base 
• Investment behavior: Yield-focused, familiar amenities, international standard expectations 
• Strategic importance: Western comfort benchmark, demanding customer driving market improvement 
• Media consumption: English-language Korean news, expatriate channels, international business publications 
• Cultural nuances: Higher transparency expectations, contractual clarity demands, comfort emphasis 

4. Exactly how to advertise 

Airport Advertising Opportunities 

Incheon International Airport 

• First Class Lounge Network 
• Annual passengers: 1.8M premium travelers 
• Cost efficiency: ₩138,000 per thousand impressions 
• Research insight: 42% of first-class travelers considering property investment 
• Arrivals Premium Digital Corridor 
• Annual impressions: 24.5M international arrivals 
• Cost efficiency: ₩86,000 per thousand qualified impressions 
• Research insight: 36% higher recall for property advertising in arrival zones 

Gimpo International Airport 

• Business Traveler Network 
• Annual passengers: 8.4M business passengers 
• Cost efficiency: ₩92,000 per thousand impressions 
• Research insight: Domestic route business travelers 28% more likely to consider multiple property investments 

Premium Newspaper and Print Media 

Maeil Business Newspaper 

• Premium position placement 
• Circulation: 218,000 daily (print), 1.2M digital subscribers 
• Audience profile: 68% business decision-makers, 41% active investors 
• Cost efficiency: ₩120,000 per thousand qualified readers 
• Research insight: 38% higher trust factor for real estate advertising in premium business press 

Chosun Ilbo - Weekend Premium Edition 

• Luxury property section 
• Circulation: 856,000 (weekend edition) 
• Audience profile: 39% HNWI readers, 28% active property investors 
• Cost efficiency: ₩105,000 per thousand qualified readers 
• Research insight: Weekend editions show 42% higher engagement with property listings 

The Korea Herald / Korea Times 

• International investor section 
• Circulation: 158,000 combined 
• Audience profile: 61% English-speaking Korean elites, 26% expatriates 
• Cost efficiency: ₩95,000 per thousand qualified readers 
• Research insight: 36% of international investors use English-language Korean publications for market research 

Digital News Portals 

Naver Premium Business Channel 

• Featured investment content 
• Monthly unique visitors: 28.7M (1.8M premium business subscribers) 
• Audience profile: 48% active investors, average age 43 
• Cost efficiency: ₩118,000 per thousand qualified impressions 
• Research insight: Korea's largest portal shows 47% higher property research on premium business channels 

Daum Real Estate Channel 

• Featured developer content 
• Monthly unique visitors: 14.3M to real estate vertical 
• Audience profile: 37% active property searchers, 28% HNWI investors 
• Cost efficiency: ₩98,000 per thousand qualified impressions 
• Research insight: Property search behavior peaks Tuesdays and Wednesdays 

Korea Economic Daily Digital 

• Premium native content placement 
• Monthly unique visitors: 8.6M 
• Audience profile: 56% finance professionals, 38% business owners 
• Cost efficiency: ₩125,000 per thousand qualified impressions 
• Research insight: Native content outperforms display advertising by 38% for property consideration 

TV and Radio 

JTBC Premium Business Programming 

• Sponsorship and integrated placement 
• Viewership: 3.8M weekly business program viewers 
• Audience profile: 42% business decision-makers, average household income ₩142M 
• Cost efficiency: ₩216,000 per thousand qualified viewers 
• Research insight: Business program viewers 43% more likely to make high-value property investments 

MBN Real Estate Market Analysis Programs 

• Expert segment sponsorship 
• Viewership: 2.9M weekly viewers 
• Audience profile: 48% active investors, 34% financial professionals 
• Cost efficiency: ₩189,000 per thousand qualified viewers 
• Research insight: Expert segments generate 41% higher trust than standard advertisements 

TBS eFM (English Business Radio) 

• Premium sponsorship placement 
• Listenership: 820,000 weekly 
• Audience profile: 58% international businesspeople, 31% bilingual Korean executives 
• Cost efficiency: ₩87,000 per thousand qualified listeners 
• Research insight: 34% of expatriate investors cite business radio as information source 

Premium Mall Advertising 

Lotte World Tower Signage Network 

• Ultra-premium digital displays 
• Monthly foot traffic: 3.5M visitors 
• Audience profile: 43% affluent shoppers, average household income ₩168M 
• Cost efficiency: ₩158,000 per thousand qualified impressions 
• Research insight: 39% association between luxury mall environment and premium property interest 

Shinsegae Department Store Network 

• Luxury floor digital installations 
• Monthly foot traffic: 2.8M visitors across premium locations 
• Audience profile: 51% luxury goods purchasers, 36% investors 
• Cost efficiency: ₩176,000 per thousand qualified impressions 
• Research insight: Luxury shoppers show 47% higher consideration for premium properties 

Hyundai Seoul Premium Network 

• Targeted digital displays 
• Monthly foot traffic: 2.3M visitors 
• Audience profile: 39% HNWI shoppers, average purchase ₩870,000 per visit 
• Cost efficiency: ₩143,000 per thousand qualified impressions 
• Research insight: New luxury development correlates with 42% higher interest in vicinity property investment 

Programmatic OOH 

Korea Luxury DOOH Network 

• AI-targeted premium digital displays 
• Monthly impressions: 14.6M qualified views 
• Targeting capabilities: Device ID matching, behavioral segmentation, contextual activation 
• Cost efficiency: ₩126,000 per thousand qualified impressions 
• Research insight: Contextually activated DOOH shows 38% higher recall for property advertising 

Seoul Finance District Network 

• Time-targeted executive messaging 
• Monthly impressions: 8.4M qualified views 
• Targeting capabilities: Daypart optimization, weather triggers, news context activation 
• Cost efficiency: ₩138,000 per thousand qualified impressions 
• Research insight: Contextual financial news triggers increase property ad engagement by 43% 

Connected TV and Streaming 

Netflix Korea Premium Subscriber Targeting 

• Precision demographic targeting 
• Monthly subscribers: 4.8M premium accounts 
• Audience profile: 41% HNWI households, average income ₩156M 
• Cost efficiency: ₩216,000 per thousand qualified impressions 
• Research insight: Premium content viewers 36% more likely to engage with real estate creative 

Wavve/Tving Premium Content Integration 

• Native content placement in Korean premium content 
• Monthly subscribers: 7.2M combined 
• Audience profile: 37% affluent viewers, 44% finance/business professional interest 
• Cost efficiency: ₩178,000 per thousand qualified impressions 
• Research insight: Korean platform native integration shows 43% higher trust than standard placements 

Premium B2B Publications 

Business Korea Monthly 

• Featured investment analysis 
• Circulation: 68,000 print, 124,000 digital subscribers 
• Audience profile: 73% C-suite executives, 51% international business interests 
• Cost efficiency: ₩145,000 per thousand qualified readers 
• Research insight: Executive readers 47% more likely to consider multiple property investments 

Korea Finance Investment Review 

• Property market analysis section 
• Circulation: 42,000 print, 87,000 digital subscribers 
• Audience profile: 81% finance professionals, 56% active investors 
• Cost efficiency: ₩163,000 per thousand qualified readers 
• Research insight: Deep analysis content generates 52% higher consideration for featured properties 

Invest Korea Journal 

• International investor targeting 
• Circulation: 37,000 print, 82,000 digital subscribers 
• Audience profile: 68% international investors, 49% considering Korean market entry 
• Cost efficiency: ₩132,000 per thousand qualified readers 
• Research insight: 44% of new international investors cite specialized publications as information source 

5. Exactly when to advertise 

Quarterly Calendar - Key Events Driving Real Estate Interest 

May-June 2025 

• Attendee profile: 42,000 qualified investors, 36% HNWI 
• Investment interest metrics: 41% higher property search activity during event week 
• Seoul Smart City Conference (June 8-10) 
• Attendee profile: 28,000 business leaders, 31% international 
• Investment interest metrics: 38% increase in luxury development inquiries 
• Spring Property Auction Season (May 25-June 20) 
• Market impact: 14% increase in premium property searches 
• Investment interest metrics: 32% higher conversion rates for adjacent private offerings 

July-August 2025 

• Korea Wealth Management Forum (Seoul, July 12-14) 
• Attendee profile: 12,000 HNWI attendees, 68% active investors 
• Investment interest metrics: 47% higher luxury property consideration during event period 
• Summer Vacation Property Search Peak (July 15-August 15) 
• Market impact: 28% increase in second home searches 
• Investment interest metrics: 34% higher conversion for vacation property marketing 
• Jeju International Investment Conference (August 24-26) 
• Attendee profile: 8,500 international investors, focus on premium developments 
• Investment interest metrics: 52% increase in Jeju property inquiries during event period 

September-October 2025 

• Korean Thanksgiving (Chuseok) Period (September 5-9) 
• Cultural impact: Family wealth planning discussions peak 
• Investment interest metrics: 31% increase in family estate property searches post-holiday 
• Seoul International Financial Week (September 22-26) 
• Attendee profile: 18,500 finance professionals, 42% international 
• Investment interest metrics: 45% higher premium property consideration 
• Korea Architecture & Urban Development Expo (October 15-18) 
• Attendee profile: 32,000 attendees, 28% investors and developers 
• Investment interest metrics: 39% increase in new development inquiries 

November-December 2025 

• Year-End Tax Planning Season (November 1-December 15) 
• Market impact: 37% increase in investment property searches 
• Investment interest metrics: 43% higher conversion for tax-advantaged property marketing 
• Korea Global Real Estate Investment Forum (November 18-20) 
• Attendee profile: 14,000 qualified investors, 38% international 
• Investment interest metrics: 49% higher engagement with featured developments 
• Winter Luxury Property Showcase (December 5-12) 
• Attendee profile: 7,800 UHNWI by invitation only 
• Investment interest metrics: 58% higher conversion rate for ultra-premium properties 

Seasonal Timing Recommendations 

Spring (May-June) 

• Primary focus: New development launches, family-oriented properties 
• Performance metrics: 28% higher engagement for new listings in spring market 
• Strategic timing: Mid-week morning announcements show 32% higher engagement 

Summer (July-August) 

• Primary focus: Vacation properties, international investor targeting 
• Performance metrics: 34% higher interest in resort/leisure properties 
• Strategic timing: Weekend premium placements outperform by 37% in summer months 

Autumn (September-October) 

• Primary focus: Investment portfolio diversification, corporate relocations 
• Performance metrics: 41% higher consideration for investment properties 
• Strategic timing: Business day afternoon placement shows 36% higher engagement 

Winter (November-December) 

• Primary focus: Tax-advantaged investments, ultra-luxury segment 
• Performance metrics: 46% year-end urgency factor for tax-planning investors 
• Strategic timing: Early week placements outperform by 33% for financial timing decisions 

Cultural Events and Festivals 

Busan International Film Festival (October 2-11, 2025) 

• Audience impact: 42,000 international visitors, focus on Busan/Haeundae property 
• Investment interest metrics: 41% higher premium property search activity 

Seoul Design Festival (December 4-8, 2025) 

• Audience impact: 38,000 design-conscious attendees, higher interest in architectural distinction 
• Investment interest metrics: 37% higher engagement with design-forward properties 

Korea International Art Fair (September 3-6, 2025) 

• Audience impact: 31,000 HNWI art collectors, strong correlation with luxury property interest 
• Investment interest metrics: 44% higher ultra-premium property consideration 

Business Cycles 

Corporate Bonus Season (March and September) 

• Market impact: 32% increase in property searches following bonus payments 
• Investment interest metrics: 41% higher conversion rates for appropriate timing 

Foreign Company Fiscal Year-End (December) 

• Market impact: 36% increase in expatriate executive housing searches 
• Investment interest metrics: 38% higher relocation property interest 

Tax Optimization Window (November-December) 

• Market impact: 47% increase in investment property interest 
• Investment interest metrics: 43% higher conversion when messaging aligned with tax benefits 

6. Conclusion & recommendations 

Key Takeaways 

1. South Korea's real estate investment market presents robust opportunities despite broader market cooling, with specific high-growth segments including premium Seoul districts, Jeju luxury vacation properties, and new smart developments. 
2. The HNWI investor population continues to grow at 5.1% annually, with particularly strong interest from domestic tech wealth and international Asian investors seeking market diversification. 
3. Digital infrastructure superiority enables sophisticated marketing approaches, with programmatic DOOH and connected TV offering unprecedented targeting precision for luxury property marketing. 
4. Cultural nuances significantly impact real estate decision-making, with education proximity, prestige locations, and technological integration being primary drivers for different investor segments. 
5. Seasonal and event-driven timing dramatically impacts campaign effectiveness, with key business events and cultural festivals creating natural engagement opportunities. 

Strategic Recommendations 

Media Planning & Budget Allocation 

• Primary channel mix recommendation: 30% premium digital (programmatic display, CTV), 25% premium print/digital news, 20% programmatic DOOH, 15% airport/transit advertising, 10% events/sponsorships 
• Budget weighting by season: 20% May-June, 25% July-August, 30% September-October, 25% November-December 
• Performance optimization: Implement dynamic attribution modeling tracking the entire funnel from awareness through consideration to transaction, with emphasis on multi-touch attribution 

Language & Content Strategy 

• Domestic investors: Korean-language messaging emphasizing prestige, educational district advantages, and technological integration 
• Chinese investors: Simplified Chinese materials with emphasis on new construction quality, investment value, and numerical prosperity symbolism 
• Southeast Asian investors: English-language materials with family security and educational opportunity emphasis 
• Western expatriates: English materials focusing on international standards, transparency, and lifestyle integration 

Channel Integration Guidance 

• Primary channel ecosystem: Begin with premium business print/digital for credibility foundation, amplify through programmatic DOOH in financial districts, retarget through precision digital, and convert through personalized outreach 
• Airport-digital-event trilogy: Implement coordinated messaging across airport premium placements, digital retargeting, and invitation-only events to create consistent luxury property journey 
• Connected TV amplification: Use demographic and behavioral data to precisely target investors already engaged through other channels with more emotional, lifestyle-focused messaging 

Timing Strategy Advice 

• May-June 2025: Launch campaign foundations with emphasis on new developments and spring market optimism 
• July-August 2025: Pivot to vacation property emphasis and international investor targeting during peak international travel season 
• September-October 2025: Maximize impact during highest-performing Korean market period, aligning with financial events and post-Chuseok family decision periods 
• November-December 2025: Focus on tax-optimization messaging and year-end urgency factors, particularly for investment properties and portfolio diversification