BTS and K-pop fuel a hanbok revival in South Korea

The traditional Korean hanbok is experiencing a renaissance, with vendors in Seoul's Gwangjang Market reporting a significant increase in sales. This revival is largely attributed to the global phenomenon of K-pop group BTS, whose members have been seen wearing the traditional attire.

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To be honest, I didn’t think purple was the most beautiful colour for a hanbok. But they loved them so much that they ordered a third set.

Kim Ok-ja, a hanbok vendor with 50 years of experience, shared how a pair of custom purple hanbok commissioned by tourists for a BTS concert led to a surge in orders. She now sells up to 10 sets a day, a stark contrast to the slump her business faced during the COVID-19 pandemic. "I've been doing this for so long, and I have nothing else to do if I stop," she said, expressing her determination to continue. To better serve her international clientele, she has even upgraded to a smartphone with AI translation capabilities.

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I’ve been doing this for so long, and I have nothing else to do if I stop. So I just kept going.

Lee Hyeon-ae, owner of Unhyeon Judan, a vintage hanbok shop in the same market, has also seen a rise in interest. Her business, which repairs and sells pre-owned hanbok at affordable prices, has gained traction online. Many of her garments were acquired from rental businesses that closed during the pandemic, preventing them from being discarded. Lee's stall, though small and tucked away, attracts young South Koreans and foreigners eager to find unique, second-hand hanbok.

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It used to be common for people around my age to wear hanbok to weddings and other important events, but these days that happens far less often.