The limousine bus from Busan's Gimhae airport to the Haeundae beach resort area where the Pusan International Film Festival takes place was almost half-filled with Japanese, which wasn't necessarily unusual. PIFF is the biggest film festival in Asia so many industry people and press from Japan attend, but it was obvious from the comments these people were making that they weren't here for business.
"Duck cuisine!" said one woman looking at a billboard. "Sounds delicious." Her companions chimed in affirmatively. It was something they would definitely check out.
They were middle age, housewives probably, and they had come to PIFF to ogle the Korean movie stars who show up every year at the festival. At the hotel I stayed at they would line the red carpet, alongside the Korean teenage girls, to catch a glimpse of the celebrities as they entered the building to attend one of the many industry parties.