This research used big data to investigate the cognitive attributes of hanbok, a traditional Korean clothing, before and after the COVID-19 pandemic and analyzed their semantic structures. The findings are as follows: First, a word cloud and TF-IDF analysis of the conscious cognitive attributes before the pandemic showed that there was an increase in the attributes in the functional dimension of hanbok after the pandemic compared to before. Second, to examine the semantic structure of hanbok image cognition attributes in more detail, an analysis of the semantic networks and a CONCOR analysis of the words used before and after the pandemic were conducted, which revealed changes in the semantic structure of how hanbok is perceived. Moreover, after the pandemic, there was a weakening of the cognitive attributes related to hanbok as a traditional ceremonial attire, including wedding hanbok. Conversely, the attributes related to hanbok recognition, policies, and culture expanded, indicating a shift in the perception of the clothing. Finally, the importance of the policies aimed at promoting hanbok and various hanbok-wearing cultures isexpectedtoincrease. Furthermore, as the influence of K-culture grows, the impact of popular culture on hanbok recognition is also expected to increase. Overall, this research provides insights into the development and transformation of the hanbok industry through various perspectives, contributing to its understanding. In particular, the detailed research results of the CONCOR analysis of not only the most frequently used words but also the mid- and low-frequency words are expected to provide a foundational resource for future research and policy development in this context.