In recent years, Korean society has seen a steady rise in interest in leisure activities. Various hobbies for stress relief and personal enrichment have become popular, especially among the younger generation, with a clear trend of people seeking personal satisfaction and relaxation through them. Further, as the 52-hour work week will be fully established in 2024, Koreans’ average leisure time has risen step by step, and a social environment has been established whereby people can spend more time on hobbies and personal growth.
One of the most notable phenomena in the trend is the direct viewing (“jikgwan”) of professional baseball matches. The KBO League in Korea surpassed 10 million viewers for the first time in history in 2024 and has maintained a steady upward trend, with approximately 9.6 million viewers as of August 17, 2025. So why are people flocking to the stadiums?
1. The On-Site Experience and Cultural Trend
Directly watching a baseball game has now become more than just watching a sport—it’s a cultural trend. The atmosphere, “chimaek” (chicken and beer) culture, cheering, and various events—all of which are impossible to experience through TV or mobile broadcasts—are unique to the stadium. Notably, among the 2030 generation, especially women, photos and videos of their “jikgwan” experience are shared on social media, including their “jikgwan look” (stadium fashion) and “jikgwan challenges.” The desire for social sharing has become a new driving force for attending games.
2. Better Stadium Facilities
Another chief factor is the growing list of new and rebuilt stadiums across the country, which have provided a cozy and convenient spectator environment. With better amenities, family-friendly services, diverse foods, and events, spectators’ satisfaction is high. A case in point is the Daejeon “Hanwha Eagles Park”, which was finished in 2025 and made headlines by adding an infinity pool on its fourth floor.
3. The Scarcity of Content and Social Media’s Influence
As content on demand has risen with OTT services after COVID-19, the shortage of “live on-site content” that can be enjoyed only at a specific time and place has grown. Live baseball games, thus, have emerged as the top content for people to confirm and share their experiences. It’s also noteworthy that social media influencers and celebrities sharing their own stadium visits have helped the trend go viral, and it has turned into an easy culture to follow for the young generation.
4. Psychological Factors: Immersion and Liberation
The greatest appeal of a live game is undoubtedly the excitement of immersion and the live atmosphere. Cheers, chants, and the electrifying sounds of the stadium powerfully captivate audiences, and the communal experience of supporting the same team provides a riveting catharsis. It is an emotional release for expressing the frustration that accumulates from daily life.
Furthermore, baseball’s unpredictability and dramatic comebacks provide strong psychological stimulation. The suspense and possibility of a comeback, the euphoria of winning, activate the dopamine system and heighten positive emotions. The immersive (“flow”) experience enables people to forget anxiety and worry and provides psychological relaxation.
Moreover, while stress hormones are temporarily released during cheering, endorphins are simultaneously activated, which helps reduce stress and increase feelings of happiness. The ability to safely release both cheers and disappointment also enhances psychological stability.
5. Reasonable Spending and Accessibility
Not least, attending a baseball game has the advantage of being less expensive than other cultural activities. It’s comparatively less expensive than attending concerts, movies, or idol performances. The development of transportation, ticket systems, and stadium facilities has also made it more accessible, lowering the “psychological barrier to entry.”
Conclusion
The craze for attending live baseball games is more than just enjoying a sport; it’s the result of a complex interplay of cultural trends, a changing social environment, psychological relief, and reasonable spending. Korean baseball stadiums have now transcended being mere sports venues and are establishing themselves as new leisure and cultural spaces that appeal to all generations and genders.
Source: Seo, U. (2024). Major Trends in the Leisure Sector (Korean Social Trends, Vol. 17). Statistics Korea. https://kostat.go.kr/board.es?mid=a90104010308&bid=12309&act=view&list_no=434571
Kim, K. (2025, July 3). The Players and Their Skills Are the Same… but What Brings Them to the Baseball Field? Yonhap News. https://www.yna.co.kr/view/AKR20250703059700007
Bae, J. (2024, June 23). Professional Baseball, from “Old Man’s Sport” to “Generation Z’s Sport.” Weekly Chosun. https://weekly.chosun.com/news/articleView.html?idxno=35422
Korean leisure and recreation society. (2014). Structural Relationship among Flow Experience, Leisure Satisfaction and Psychological Happiness for Pro Sports Fan. Journal of Leisure and Recreation Studies Volume, 38(4), 101~112. https://oak.go.kr/central/journallist/journaldetail.do?article_seq=18069&tabname=abst&resource_seq=-1&keywords=null
Kim, Y. (2025, April 17). The “Scientific” Reasons Why Sports Watchers Are Healthier and Happier. Hankyoreh. https://www.hani.co.kr/arti/sports/baseball/1192629.html
Reporter Info: Hyejeong Song (Psychology Major, IUEC TIMES Reporter)
