SEOUL, South Korea — North Korean leader Kim Jong Un is overseeing an unexpected push for more leisure, entertainment and consumer spending inside one of the world’s most tightly controlled countries.
From luxury shopping centres and water parks to ski resorts, beach destinations and imported entertainment equipment, North Korea is expanding opportunities for what could be described as state-sanctioned fun.
But there is a catch.
The fun is still happening under the watchful eye of the state.
A New Push for Leisure in North Korea
North Korea has recently expanded a range of leisure and consumer attractions, particularly in and around the capital Pyongyang and other major destinations.
The developments include new or upgraded:
- Shopping centres
- Water parks
- Ski resorts
- Beach resorts
- Fitness facilities
- Entertainment venues
The government has also seen increased imports of goods ranging from massage equipment and musical instruments to bumper cars and fitness machines.
For a country better known internationally for its nuclear weapons programme, military parades and strict political controls, the growing emphasis on leisure presents a striking contrast.
Kim’s message appears increasingly clear: North Koreans should be able to enjoy themselves — as long as the experience remains within a system controlled by the government.
More Spending, More State Control?
Analysts say the push is not simply about giving citizens more opportunities to relax.
It could also form part of a broader economic strategy.
North Korea has developed a growing informal market economy over the years, with private trading and market activity becoming increasingly important to many households.
The government appears to be trying to channel more of that spending into officially approved businesses, services and attractions.
That could allow authorities to:
- Bring more consumer spending into state-controlled channels
- Reduce dependence on informal markets
- Generate additional revenue
- Monitor economic activity more closely
- Encourage domestic consumption
- Improve public satisfaction
In other words, leisure could also become an economic management tool.
Luxury Goods Continue to Enter the Country
Despite international sanctions, North Korea has continued importing a variety of consumer and luxury products, with China remaining its dominant trading partner.
Recent imports have reportedly included goods associated with recreation and higher-end lifestyles.
The arrival of such products has helped support new leisure facilities aimed at wealthier North Koreans and members of the country’s elite.
However, access remains highly unequal.
Many ordinary North Koreans are unlikely to be able to afford luxury resorts, imported consumer products or expensive entertainment experiences.
That creates a major contrast between the image of growing leisure opportunities and the economic realities faced by much of the population.
From Nuclear Power to Consumer Power?
Kim has repeatedly stressed economic development alongside North Korea’s military ambitions.
The country has continued strengthening its weapons programmes while also promoting construction, tourism and domestic development projects.
This has created an unusual dual strategy.
On one side, North Korea continues investing heavily in:
- Nuclear weapons
- Missile technology
- Military modernisation
- Naval capabilities
On the other, the government is promoting:
- Tourism
- Consumer spending
- Resorts
- Urban development
- Entertainment
- Recreational facilities
The result is a country attempting to project both military strength and a more modern consumer lifestyle at the same time.
Tourism Projects Take Centre Stage
One of the most visible parts of North Korea’s new leisure strategy has been investment in tourism.
The government has promoted major resort and coastal development projects, including beach destinations designed to attract visitors and domestic tourists.
Ski resorts and water parks have also become symbols of the country’s effort to show that it can offer modern recreational experiences.
The projects have frequently been featured in state media coverage, with Kim personally visiting and inspecting major construction sites.
These visits help reinforce the government’s message that economic development is directly connected to the country’s leadership.
But critics say the polished images of new resorts do not necessarily reflect everyday life for the majority of North Korea’s population.
Digital Payments Could Expand Monitoring
North Korea is also increasingly using mobile technology and electronic payment systems.
While such systems can make transactions more convenient, they may also provide authorities with greater visibility into consumer behaviour.
In a highly controlled society, technology can serve more than one purpose.
Digital services could help the government:
- Track spending patterns
- Guide consumer behaviour
- Strengthen state-run businesses
- Reduce unregulated transactions
- Increase oversight of economic activity
This raises questions about whether North Korea’s growing consumer culture will bring greater personal freedom.
Or whether it will simply create a more sophisticated form of state control.
Where Is the Money Coming From?
North Korea remains under extensive international sanctions, creating major challenges for its economy.
Yet the government has continued funding major construction and development projects.
Analysts have pointed to several possible sources of revenue, including mineral exports, overseas trade and expanding economic links.
North Korea’s growing relationship with Russia has also become increasingly important.
Pyongyang and Moscow have strengthened cooperation in recent years, while North Korea’s support for Russia’s war in Ukraine has raised international concern.
The country’s alleged involvement in cryptocurrency theft has also been cited by governments and security researchers as another potential source of foreign currency.
The question now is how much of that money is being directed toward ordinary citizens — and how much is being used to strengthen the state and its strategic ambitions.
A Growing Economy, But Uneven Benefits
North Korea’s economy reportedly recorded growth in 2025, helped by expanding trade and other economic activity.
However, economic growth does not necessarily mean that benefits are shared equally.
The country’s elite and politically connected citizens are generally believed to have greater access to new consumer products and leisure facilities.
Meanwhile, many ordinary North Koreans continue relying on informal markets for daily necessities.
This creates two very different images of the country.
One shows luxury resorts, modern buildings and entertainment attractions.
The other reflects the continuing struggles of people living under economic hardship and strict political restrictions.
Fun — But Within the Rules
The most striking part of North Korea’s leisure push may be its contradictions.
The government appears willing to encourage citizens to spend more, travel to approved destinations and enjoy new forms of entertainment.
But political expression remains heavily restricted.
Access to foreign information is tightly controlled.
Independent business activity remains limited.
And the state continues to maintain strict oversight over daily life.
North Korea may be opening the door to more entertainment — but it is still deciding who gets to enter, what they can enjoy and how much freedom comes with it.
The Bottom Line
Kim Jong Un wants North Koreans to have more opportunities for leisure, entertainment and consumer spending as the country expands resorts, shopping centres, water parks and other attractions.
But the growing push for fun is also tied to a broader effort to direct wealth and consumer activity into state-controlled channels.
For some North Koreans, new luxury experiences may offer a glimpse of a changing lifestyle.
For many others, those opportunities may remain out of reach.
And as North Korea builds more places to shop, swim, ski and relax, one question remains: Is Kim Jong Un giving his people more freedom to enjoy life — or simply giving the state a new way to control how they do it?
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