Toto Wolff urges F1 to revisit South Korea: an "untapped market" with big upside
Mercedes team principal Toto Wolff has thrown his weight behind a return of the South Korean Grand Prix, calling the country an "untapped market" at a time when Formula 1’s global popularity is surging, especially among younger fans. F1 last raced in Korea between 2010 and 2013 before the event was dropped ahead of 2014 amid contractual disagreements and financial losses reportedly reaching $26 million in 2012.
Why South Korea, why now?
Wolff points to a powerful demographic shift in F1’s fanbase — "young females from 15 to 24" — and highlights South Korea’s deeply connected social media culture as a natural fit for the sport. Mercedes will stage a demonstration run with Valtteri Bottas in the country, underscoring growing interest and potential commercial momentum.
Calendar context: an East Asia gap
Following the disappearance of Malaysia from the schedule and the cancellation of the proposed Vietnam race, East Asia is currently represented by China, Japan, and Singapore. With the modern 24-race calendar increasingly regionalised — Japan moving earlier in the year, Canada pairing with Miami — F1 has also floated rotating marquee events, such as Spa potentially going bi-annual from 2027.
Against that backdrop, Wolff sees "a little bit of a blank spot in (East) Asia" that a revived South Korean GP could fill, balancing commercial interests with long-term planning. He also suggests a return would let South Korean fans experience how the sport has transformed over the last decade.
What happened last time?
The previous Korean GP tenure ended amid organiser dissatisfaction with contract terms and mounting costs. Since then, F1’s audience and digital storytelling have evolved dramatically, potentially offering a more sustainable framework if talks were to resume.
Bottom line
Momentum, demographics, and calendar strategy are aligning in favor of a Korean comeback. With stakeholders exploring regional balance and fan growth, South Korea appears poised to re-enter the conversation.
