Traditional Korean Hanbok is back in trend thanks to Netflix

Ahead of Chuseok ( Mid-Autumn Festival) , 76-year-old Kim from Gyeryong City (South Chungcheong Province) carefully ironed the red jeogori and black pants, a modernized hanbok that her eldest daughter gave her five years ago.

She plans to wear it during an ancestral ceremony to please her grandson, who is obsessed with the Netflix KPop anime Demon Hunters .

“My son was curious about hanbok, so I took it out to wear. I think my ancestors would be happy to see me wearing hanbok on the holiday,” Ms. Kim shared with a smile.

According to Netflix's official ranking page Tudum , KPop Demon Hunters has reached more than 325.1 million views globally in 91 days since its release on June 20, becoming the platform's first title to surpass 300 million views and continuously leading the chart.

Fashion plays a big role in this success. The fictional girl group Huntrix wears colorful modernized hanbok, while the boy group Saja Boys wear traditional durumagi jackets and gat hats.

These images quickly created a pop culture craze. The effect also revived the custom of “Chuseok-bim,” or wearing new or washed clothes during the traditional Thanksgiving holiday.

For many young Koreans, the film has inspired a new love for hanbok.

“I used to think hanbok was only for traditional occasions, but now I find it beautiful and airy,” said Kim Young-jin, 15, of Incheon. He plans to incorporate hanbok into his everyday wardrobe. His friend Kim Kang-ho, also his age, said that after watching the film, he also wanted to wear hanbok again.

Not only Koreans, foreign tourists are also eager to join this trend. “I love the bright colors, wearing hanbok makes me feel like a princess,” said Katharina, 29, from Austria.

Jessica, 40, from the US, said she and her two children wore hanbok while visiting the Netflix theme park at Everland (Gyeonggi province).

Traditional Korean Hanbok is back in trend thanks to Netflix - photo 2 — Posts about the Hanbok Chuseok event are posted on the official social media account of the Korea Hanbok Promotion Center. Photo: Instagram

Catching this wave, the Korean Government is stepping up promotional activities for hanbok during the Chuseok holiday season.

The Hanbok Promotion Center, Ministry of Culture, Sports and Tourism of Korea will hold the Chuseok-bim Festival photo contest of the year on social media until October 12.

“Our influencer team just posted a KPop Demon Hunters dance cover video , attracting more than 700,000 views on YouTube,” said a representative of the Center.

The Ministry of Culture, Sports and Tourism of Korea also launched a campaign called “Wearing Hanbok on Chuseok,” while the National Folk Museum of Korea will hold a “How to Wear Traditional Hanbok Beautifully” experience on October 4 and 5.

Experts say the current wave of interest is a golden opportunity to preserve and develop traditional culture.

Professor Choi Jung, President of the Hanbok Culture Association and lecturer at Wonkwang University, said: “ KPop Demon Hunters has once again proven the strong influence of popular culture on fashion. The number of young people and foreign tourists who love hanbok is increasing significantly. This is an opportunity for Korean clothing culture to spread more widely around the world.”

According to Korea Times

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