As K-pop artists including BTS raise the hanbok’s profile on the global stage, calls are growing to find ways to root the traditional Korean outfit in everyday life.
Industry officials said Feb. 20 that with BTS’ full-group return nearing, attention is on whether K-pop’s global reach can translate into new momentum for the hanbok industry.
BTS has frequently used hanbok-inspired looks onstage, helping recast the garment as a modern, trend-forward style. The group drew worldwide attention on NBC’s “The Tonight Show Starring Jimmy Fallon,” performing with Gyeongbokgung Palace and Geunjeongjeon Hall as a backdrop while wearing stage outfits that reinterpreted hanbok elements.
For “IDOL,” BTS wore costumes based on hanbok, updated with modern takes on traditional patterns and colors. Member Suga also sparked buzz by wearing a gonryongpo in the music video for his solo track “Daechwita.” BTS has also introduced hanbok as “Korean culture” in interviews with major overseas media outlets.
Hanbok is also taking on a role as a symbol of K-culture in diplomacy. Ahead of Brazilian President Luiz Inacio Lula da Silva’s visit to South Korea, first lady Rosangela da Silva posted photos on social media wearing a hanbok gifted by the local Korean community. “At this moment, ahead of an official visit to South Korea, I had the honor of receiving a hanbok as a gift,” she wrote, describing it as “a traditional Korean outfit mainly worn for festivals, weddings, holidays and cultural events.”
Kim Hye-kyung, recently named an “honorary hanbok ambassador,” has worn hanbok while accompanying President Lee Jae-myung on overseas trips, officials said. At a recent hanbok New Year gathering, she said, “Hanbok is a precious cultural heritage that represents Korea and a core asset of K-culture,” adding, “I will devote myself even more to promoting the beauty of hanbok.”
Experts say the next step is making hanbok part of daily life, moving beyond the idea that it is only formal wear. Many argue it should be used across a wider range of content, including K-pop, games and virtual reality.
Kim So-hyun, a professor in the Department of Hanbok Culture Contents at Baewha Women’s University, said content is needed so people can experience hanbok in virtual spaces as well. She pointed to examples of companies such as Louis Vuitton offering brand experiences to younger users in virtual platforms like Zepeto and generating revenue through item sales. “Hanbok is changing into cultural content people enjoy as play by combining it with films, dramas, webtoons and games,” she said. “The space for hanbok in everyday life is expanding into virtual worlds such as the metaverse.”
Kwon Hye-jin, CEO of hanbok studio Hyeon and an adjunct professor at Ewha Womans University, said idol stars bowing to fans around the world are helping spread awareness of hanbok. She called for strategies to increase hanbok exposure through K-content, including collaborations with Korean Wave stars. She also proposed hanbok festivals that friends, couples and families can enjoy together, similar to Brazil’s Carnival or Japan’s matsuri.
* This article has been translated by AI.
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