Welcome to "K-Pop Through the Eyes of Industry Leaders." It's an ongoing KPopStarz series where we talk to leaders in several Korean industries, including education, fashion, entertainment, technology, tourism, e-commerce, and more. It's no secret that the Korean Wave, or Hallyu, is giving Korea more of a spot on the world stage. With that wave continuing to spread, KPopStarz wants to talk to the people leading that charge about how they see Korean pop culture having an influence on their work both inside and beyond Korea's borders.

We recently chatted with Yeonju (who also goes by Jessie) Lee. She works for tour company Tours by Locals, showing visitors around Seoul, taking in both the popular sites and hidden gems of the city, and being a part of the country's burgeoning tourist scene. Her

If you're heading to Seoul soon, you should book a tour with Yeonju! And if not, you should keep reading to learn why Korea should be your next destination.

KPopStarz: Please tell me a little bit about what you do at Tours by Locals.

Yeonju Lee: I am a freelance tour guide presenting different aspects of Korea to tourists from around the world. I design tours according to customers need, take them around and help them to experience our culture.

KPS: What are some of the coolest or most unique parts of Korea, and the tours you give?

YL: I think the most attractive thing about Korea is the sophisticated blend of old and new. K-pop's start in Korea's history demonstrates such a blend. My tour program reflects that aspect of Korea as well as tourists' needs.

KPS: What kind of qualities make a great tourist to Korea?

YL: It's always good to have a certain level of curiosity when you travel. It will lead you to explore new world, get to know more, and eventually love the place and people.

KPS: As Korean pop culture has become more popular worldwide, have you noticed a spike in the number of people who want to travel to Korea? Do you or Tours by Locals try to help those fans at all?

YL: Yes, I do. Whenever I visit SM Town and K-Live for holographic performances of K-pop stars, I see a lot of young people from around the world. In addition, I encounter many tourists in places which had not been conventional tourist attractions. I assume that there is an increasing number of people who want to understand Korea and the lives of Korean people deeply, and interact with Koreas as they are exposed to Korean pop culture, aka the Korean Wave or hallyu. I can plan and fulfill tours and book tickets for K-pop fans. Please do not hesitate to contact me.

KPS: How important is an understanding of a country and its culture when traveling? Can an understanding of Korean pop culture (i.e., watching Korean dramas, listening to K-pop) help travelers grasp the country in a way that other tourists couldn't?

YL: If you feel connected with the place you visit, the tour would be more rewarding. As a person who loves travelling, I always read books or watch movies to feel connected. But the way to understand or be connected should not necessarily be reading books to watching movies. This is the country where K-pop stars work, hang out, and eat. Who knows you can have a chance to encounter one of those stars on Garosu-gil! This sort of expectation or dream will enhance the mood, obviously.

KPS: What advice would you give to someone who is thinking about coming to Korea?

YL: Come and enjoy! Korea has more to offer than K-pop. Nature, history, cultural heritage, food, kind people, nightlife, you name it!