Wearing traditional Hanbok at Seoul’s palaces has become a key element of fashion tourism, heavily influenced by the visual appeal of social media. The opportunity to don traditional attire, seldom experienced in everyday life, in culturally rich settings has transformed these historic palaces into “Instagrammable” locations.
However, the Hanbok designs available at rental shops, adapted for contemporary trends and accessibility, raise concerns about the commercialization of cultural heritage and the potential loss of authenticity. This underscores the need for a thoughtful approach to how traditional culture is marketed as tourism content.
Therefore, this study explores cultural perceptions related to the Hanbok experience in fashion tourism, focusing on social media's impact on traditional attire experiences. The study includes a literature review on fashion tourism and Hanbok, as well as in-depth interviews with international visitors at Gyeongbokgung Palace. The results reveal the following: First, Hanbok experiences have expanded tourism scope, with visitors placing more value on traditional attire experiences than on other cultural activities. Second, social media has facilitated conspicuous consumption through travel, transforming the Hanbok experience into a means of showcasing cultural inclusivity while also boasting about travel. Third, tourists prioritize traditional culture above contemporary styles, favoring Hanbok designs that are closer to traditional forms and seeing traditional clothes as a meaningful way to engage with history and culture. Considering that Hanbok experiences now shape Seoul’s image, it is imperative for the government to offer more comprehensive educational content on traditional attire, develop policies to enhance Hanbok experiences, and create designs that blend traditional authenticity with convenience. This study provides insights into the significance of the Hanbok experience in Seoul tourism and suggests potential development directions for this fashion tourism niche.