Author: Alexandra Caspers

Golf in South Korea is a sport of contrasts. Golf is both ubiquitous and accessible to everyone and at the same time the exact opposite. On the one hand, golf is everywhere, on the other hand, golf club membership is hardly affordable. Almost ten per cent of Korea’s population play golf, but the majority play in golf simulators rather than out on the course. A look at both sides.

Digital and nearby: golf for everyone in a confined space

The South Koreans’ love of golf is particularly evident in its capital Seoul. Every few metres one comes across the sport in one form or another. Golf simulators and screen golf facilities are plentiful, even more than Starbucks locations, which can be found on every corner in Korea. Green nets in and around the city reveal where driving ranges are hidden. But because lack of space is a persistent problem in Korea, you can even find them in unexpected places, on top of hotels, for example, or even on top of parking garages.

The provider Golfzon alone operates over 5,000 golf simulator locations in Korea, where 94 million rounds are said to have been logged in 2023, almost twice as many as rounds played outside on golf courses. Korea’s technological progress does not stop at golf and the simulators work with increasingly realistic graphics, hitting surfaces and training aids.

This wide range of golf possibilities makes the entry barrier to the sport very low. An evening in a golf simulator has a similar status to an evening of karaoke. For only about 20 dollars a round, you get a nice evening with friends, beer and no long journeys out of town.

Golf, an inspiration in difficult times

As a result, one in ten Koreans plays golf. The golf boom in South Korea was triggered by Seri Pak. At the age of just 20 and in her rookie season on the LPGA Tour, she won the US Women’s Open in a 20-hole play-off in 1998.

‘We’ve had other players in history, but she was a Korean Tiger Woods. Basically, she created this culture,’ explained James Jaewoo Suk, Head of Brand Communication BMW, Brand Experience, who is responsible for communication around the BMW Ladies Championship, Korea’s biggest golf tournament, among other things. ‘We had an economic crisis in 1998 and people needed some kind of inspiration. Sport gave that to the people. We felt that anything is possible, not just in golf, but in life.’ Pak’s victory inspired a whole generation, especially of female golfers, who, with the help of the competitive sporting spirit of South Koreans, carried on the success on the LPGA Tour in the decades following Pak’s victory and fuelled the golf boom in the country.

Exclusivity on the green: golf courses as a luxury good

The golf boom has also multiplied the number of golf courses in South Korea. According to the R&A’s Global Participation Report 2023, there are 844 18- and 9-hole courses in the country. 200 of those are said to be around Seoul alone, even though space is a precious commodity in the mega metropolis. High real estate prices mean that golf club memberships are also extremely expensive. Memberships at many private golf clubs start at 25,000 dollars and can run into the millions.

But playing golf without a membership is neither cheap nor straightforward. Tee times are often only reservable by flights of four, and individual players find groups in online forums. Green fees start at 100 – 200 euros per person, plus often another 100 euros for a mandatory caddie and around 70 euros for a cart. High taxes on golf, especially for private golf clubs, drive prices up.

For golf tourists, if they are not put off by the high prices, the fact that a Korean telephone number is often required to make a reservation and a lack of Korean language skills often complicates the process – the golf industry is largely geared towards locals rather than golf tourists. Golf rounds, unlike golf simulators, are not a quick pastime but rather a formal affair with a strict dress code and are often used to conduct business or for networking.

Many Koreans are prepared to spend a lot of money on golf. The Korean golf market is the third largest golf market in the world after the USA and Japan. More golf equipment and, above all, golf fashion is sold in Korea than anywhere else in the world. Companies produce their own collections just for the Korean market and sell them there at hefty prices. Korean companies have acquired major golf brands such as TaylorMade and Titleist and spend a lot of money on sponsoring PGA Tour tournaments.

Golf as a mirror of Korean society

Golf is booming in South Korea, despite its cost. However, there is no particularly committed junior program, on the contrary: children are not welcome many of the private golf clubs. Only 2,178 juniors are registered according to the R&A, golf being too expensive a sport to simply let children play it for fun. Those who take up the sport at a young age do so with professional ambitions. This makes the work that golf simulators do to appeal to a young target group all the greater, with easier accessibility, a more relaxed environment and entertaining emojis.

But wether people play on simulated courses or real greens, the two facets of golf in Korea are growing hand in hand. Over 60 per cent of golfers say they play both forms. All this makes golf in Korea more than just a sport. It shapes the culture and the economy and is a mirror of Korean society: characterised by modernity, competition and innovation.