Pengsoo, an Educational Broadcasting System (EBS) penguin character who is receiving nationwide popularity, is even taking over the travel industry.

According to a recent analysis of airline data, search volume to Argentina’s Ushuaia from September to mid-November increased 227 percent year-on-year, since the popularity of Pengsoo started.

Ushuaia, located on the southernmost tip of Argentina, is a transit point for Pengsoo’s hometown of Antarctica from South Korea.

“Though travelers are not allowed to see or set foot on Antarctica, they can see penguins, sea lions, and sea elephants,” explained a travel industry exec.

Amid the growing interest, the local travel industry is also on an “enshrining Pengsoo” campaign ahead of the winter season.