Cultural Identity and Hanbok Evolution - The Tension Between Staying True to Tradition and Adapting to Modern Tastes

Considered as one of the country's most significant and relevant cultural symbols, hanbok (한복) celebrates the uniqueness of Korean heritage and its strong bound with national identity; over time, the garment has evolved in function, concept, and aesthetics, mirroring the complex history of a nation that has never lost its sense of pride and identity. From its first appearance, dating back to the three kingdoms period, to the era of modernization, the first part of this thesis offers an historical and social overview of Korea, tracing a timeline of events that marked the transformation of the traditional garment into a true emblem of national identity. The advent of globalization and consequent growing foreign influence caused South Korea to begin searching for new ways to preserve and promote its cultural heritage; backed by the new soft powers gained due to the success of Korean Wave, the government launched a project aimed at the international commercialization of traditional Korean products, including hanbok. The thesis explores how this strategy marked a new phase in hanbok’s evolution, presenting it to the public in both traditional and modern forms, aiming to restore its traditional role and widespread perception as everyday attire. Considering globalization as inevitable, cultural symbols must adapt to this phenomenon in order to survive; in the case of hanbok, alongside the benefits and new opportunities fostered, come challenges and controversies have emerged, threatening to strip the attire of its historical and symbolic meaning. Therefore, this work highlights the impact these issues may have on how hanbok is perceived, used, and understood nationally and internationally, while still recognizing the risks as predictable and understandable, naturally occurring when a cultural item is introduced to an increasingly global market. In order to support a more respectful and sustainable approach to cultural promotion, the final section proposes concrete strategies for future hanbok-related commercialization efforts, fostering a needed balance between heritage preservation and innovative evolution.