The "Man Who Lives with the King" (also known as "The King's Man") phenomenon is energizing local economies beyond the box office.
GS Retail announced on Monday that its convenience store chain GS25 has seen sales at Yeongwol-area locations increase by up to 54%, driven by the blockbuster film's success. The movie rapidly surpassed 7 million, 8 million, and 9 million viewers after its release, becoming the first film to break the 10-million-viewer mark since "The Roundup: Punishment" two years ago.
The on-screen drama is drawing audiences to actual historical sites, analysts say. Yeongwol, the exile location of King Danjong—the fifth monarch of the Joseon Dynasty and the film's protagonist—has emerged as a new pilgrimage destination.
According to the Yeongwol Culture and Tourism Foundation, visitors to Cheongnyeongpo, King Danjong's place of exile, reached 10,641 during the Lunar New Year holiday—a fivefold increase year-over-year. Attendance at Jangneung Royal Tomb surged sevenfold to 7,275 visitors. The box office success has translated directly into regional tourism demand.
The visitor surge has boosted convenience store sales. Over approximately one month since February 4, more than 10 GS25 stores in Yeongwol recorded sales growth exceeding 15% year-over-year. One location saw sales jump as much as 54%.
By product category, ready-to-eat items including lunch boxes (up 18.3%) and kimbap (up 11.5%) showed strong gains. Snack and beverage sales also climbed sharply: ice cream (up 48.7%), ice (up 30.7%), bottled water (up 28.4%), beer (up 28.3%), and snacks (up 18.7%). Accommodation-related daily necessities also rose, including toothpaste (up 64.5%), shaving supplies (up 39.7%), toothbrushes (up 39.0%), and apparel items (up 50%).
GS25 expects fan pilgrimages to Yeongwol to continue as the film maintains its box office momentum. The company plans to enhance customer satisfaction by expanding product assortments tailored to tourists, increasing inventory levels, and maintaining comfortable store environments.
"We will strengthen our inventory and product lineup, focusing on food items and travel essentials, so that both Yeongwol tourists and local residents can shop conveniently," a GS25 spokesperson said. "We are committed to ensuring visitors have positive experiences in Yeongwol."
Meanwhile, Orion is also expected to benefit from the film's success. Orion Holdings, which owns a 57.5% stake in Showbox—the film's distributor—stands to gain. Showbox reported revenue of 62.7 billion won last year, down 32.6% year-over-year. However, the company's performance is projected to improve significantly this year on the strength of the blockbuster's success.
