The National Museum of Korea is on pace to surpass five million annual visitors for the first time since its founding in 1945.

From January through August 25, the museum welcomed more than four-point-18 million people, already exceeding last year’s total and breaking the previous record set in 2023.

Attendance has surged, with over 740-thousand visitors in July alone and daily averages above 24-thousand.

Officials estimate that August has already drawn more than 700-thousand visitors.

Observers say growing global interest in Korean culture, spurred by the success of Netflix’s “KPop Demon Hunters,” has contributed to the boom.