Korea's traditional hanbok is experiencing an unprecedented resurgence in popularity, both domestically and internationally, largely thanks to the global success of Netflix's animated film "K-pop Demon Hunters." The cultural phenomenon has transformed the centuries-old garment from ceremonial wear reserved for special occasions into a fashionable choice embraced by young Koreans and foreign visitors alike.
Ahead of this year's Chuseok holiday, 76-year-old Kim from Gyeryong in South Chungcheong Province carefully prepared a modernized hanbok - a red jeogori (traditional jacket) and black pants - that her eldest daughter had given her five years earlier. Kim plans to wear the outfit during her family's ancestral rites to delight her grandson, who has become obsessed with "K-pop Demon Hunters." The young boy has memorized the theme song and is particularly captivated by the hanbok-inspired costumes worn by the main characters. "I took it out because he was curious, and I think our ancestors will be happy if I wear hanbok during the ceremony," Kim said with a smile.
"K-pop Demon Hunters" has achieved remarkable success since its June 20 release, accumulating 325.1 million cumulative views worldwide within 91 days, according to Netflix's official rankings site Tudum. The film has made history as the first Netflix title - whether film or series - to surpass 300 million views globally, and it continues to dominate the platform's overall rankings. The show's fashion choices have played a crucial role in this success, featuring the girl group Huntrix in stage outfits inspired by reinterpreted hanbok, while the boy group Saja Boys wear traditional durumagi coats and gat hats - looks that have quickly become pop-culture sensations.
The cultural impact has been so significant that it has revived the nearly forgotten tradition of Chuseok-bim, the custom of wearing newly purchased or freshly laundered clothes and accessories for the holiday. For many young Koreans, the Netflix film has sparked a newfound appreciation for their traditional dress. Kim Young-jin, a 15-year-old student from Incheon, expressed his changing perspective: "I used to think hanbok was just something you wear for ancestral rituals on Chuseok or Lunar New Year, but now I realize it's beautiful and breathable." He now plans to incorporate hanbok into his everyday wardrobe. His friend, Kim Kang-ho, also 15, shared similar sentiments: "The last time I wore hanbok was two years ago, but after watching K-pop Demon Hunters, I wanted to try it on again."
The hanbok trend has transcended cultural boundaries, with foreign visitors increasingly embracing hanbok experiences during their trips to Korea. Katharina, a 29-year-old visitor from Austria, enthusiastically described her experience: "I love the vibrant colors - wearing it makes me feel like a princess." She plans to wear hanbok several more times during her month-long October trip to Korea. Similarly, Jessica, a 40-year-old American tourist, shared the hanbok experience with her 9-year-old daughter and 10-year-old son, both fans of "K-pop Demon Hunters," during their visit to the Netflix-themed zone at Everland in Yongin, Gyeonggi Province.
Recognizing this cultural moment, the Korean government has launched various initiatives to promote Chuseok-bim in modern ways. The Hanbok Promotion Center, which operates under the Korea Craft and Design Foundation within the Ministry of Culture, Sports and Tourism, is currently hosting a "Chuseok-bim of the Year" photo contest on social media through October 12. A center official noted the success of their promotional efforts: "Our influencer crew Hip Hanbokdan posted a K-pop Demon Hunters cover dance video that has already reached 700,000 views on YouTube. With this heightened interest, we wanted to use the holiday to encourage more people to wear hanbok."
The government's cultural promotion efforts extend beyond social media campaigns. The ministry and foundation are running a comprehensive "Wear hanbok for Chuseok" campaign, while the National Folk Museum of Korea hosted special "How to wear traditional hanbok beautifully" experience sessions on October 4-5. These initiatives aim to capitalize on the current surge of interest in traditional Korean fashion.
Cultural experts view this renaissance as a crucial opportunity to sustain and expand Korea's traditional culture on a global scale. Choi Jung, president of the Hanbok Culture Association and professor of fashion design at Wonkwang University, emphasized the significance of this trend: "K-pop Demon Hunters shows once again how much popular culture can influence fashion. We're seeing a clear increase in foreigners and young people enjoying hanbok, and I hope more people will develop a deeper understanding of Korean dress culture and help it spread globally." This convergence of traditional culture with modern entertainment continues to demonstrate the power of popular media in preserving and promoting cultural heritage.
