• Journal of the Korean Society of Costume
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• v.56 no.2 s.101
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• pp.17-31
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• 2006

This study is tried to identify the changes in modern Hanbok for the past five decades through the literatures and actual materials such as the First Ladies' costume. In Hanbok fashion, there is a trend that influenced by politics, economy and culture just like in western fashion. After liberation from the Japanese colonialism, the most important factors in Hanbok fashion were economic factors caused by the development of textile industry and the dressing attitude of the First Ladies at that time. In 1950s, a modified Hanbok that is easy to wear was popular. It was partly because of the west oriented atmosphere after the Korean War and mainly due to the practical dressing attitude of First Lady, Francesca. In 1960s and 70s, former First Lady Yuk Young Soo who loved and had good taste for Hanbok led the fashion. At that time, high ranking female social leaders as well as general public usually wore Hanbok on formal occasions. Therefore, textile industry for Hanbok developed a lot and tailored shops that specialize Hanbok emerged. In 1980s, as the economy got better, Hanbok was upgraded and it became more luxurious. Traditional Hanbok was revived through a historical investigation. Additionally, the former First Lady Lee Soon Ja helped fostering a luxurious mood as she wore a Hanbok as a formal dress. After 1988 Olympic Games were successfully held, the importance of the traditional culture was emphasized in 1990s and Hanbok followed retro trend rigorously through the academic approaches including a dressing history. Hand painted and naturally dyed Hanboks were strong in this period. Former First Lady Kim Ok Sook's sophisticated Hanbok attire partially had effect on this mood. However, From the late 1990s Hanbok became less popular. It was partly because the former First Lady Son Myoung Sun and Lee Hee Ho preferred western style dresses and did not play a role as Hanbok fashion leaders.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.1
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• pp.37-49
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• 2001

The purpose of this research was to investigate the influential factors to wear or not to wear \"Hanbok\" in Korean society. Twenty six individuals who wear Hanbok relatively often, and twenty seven individuals who dont were purposively sampled and interviewed for the study by structured depth-interview method. A domain analysis, a method of qualitative study, was employed to find out the influential factors from the results of the depth-intervews. From the analysis, fifteen encouraging or discouraging factors to wear Hanbok emerged and were categorized into five domains, which included \"interpersonal relationship\", \"life-style\", \"image\", \"practicality\" and \"decorative function\". The personal involvement in traditional culture, tradition-oriented family background, good images related to Hanbok, and affordable life-style appeared to be encouraging factors to wear Hanbok. Meanwhile, social norm and role-expectation adjusted to westernized criteria, unaffordable life-style, ill practicality of Hanbok and negative cues associated with Hanbok were the factors influencing people to turn away from Hanbok. The study also revealed complex interactions between these factors explaining individuals choice of wearing or not wearing Hanbok in industrialized modern society of Korea. Some suggestions to promote wearing Hanbok were made based oh the results of this study.wearing Hanbok were made based oh the results of this study.

• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.217-228
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• 2022

The growth of the fashionable hanbok market has led to a significant increase in the number of entrepreneurs or prospective entrepreneurs with small hanbok businesses. To develop the hanbok industry, the public sector is developing and providing education and support programs to enhance the competencies of individual hanbok brand entrepreneurs. This study conducted a survey of 213 subjects such as business operators, workers, and prospective workers in the changing hanbok industry. This study investigated their hanbok education experiences as well as future demands for education and public support programs. To explore differences based on individual characteristics, this study measured such characteristics using entrepreneurial orientation as well as the artistic and entrepreneurial competencies important in running a hanbok brand and analyzed the relationship demand for education and public support. Hanbok brand worker characteristics were classified into four groups based on individual characteristics: "traditionalist," "entrepreneur," "opportunist," and "businessman." Differences existed in terms of detailed education experience and demand as well as demand for public support, depending on the group. The results of this study contribute to development of hanbok curriculums that consider individual characteristics, the effective incubation of new and prospective hanbok brand entrepreneurs, as well as the research on founding small-scale fashion businesses.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.4
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• pp.139-155
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• 2017

This paper identified the values and awareness of Koreans in 20s regarding Hanbok, the traditional clothing of Korea, and proposed an approach to promote the traditional clothing culture. The subject of the survey were male and female Koreans in their 20s who wear modern street clothes in places people frequently visit including in the metropolitan area and Chungcheong-do as well as those who wear Hanbok in Seoul and Jeonju, Jeollabuk-do. In accordance with the analysis of the survey, Koreans in their 20s rented Hanok rather than buying it. The respondents wore Hanbok for events, festivals or national holidays or while travelling. Elements to improve in Hanbok rental services were designs, materials, washing and stains. The decision factors for renting Hanbok were 'personal tendency' and 'advice from an expert.' While Koreans in their 20s had a positive awareness of Hanbok, they thought it was difficult to buy, rent and put on Hanbok and that it was not comfortable to wear. There was not sufficient opportunity and means to wear Hanbok due to insufficient accessories or shoes to match. On the basis of the analysis of the survey results, the following approach was proposed for the development of the traditional clothing culture. First of all, develop traditional clothing designers who can satisfy the personalities of Koreans in their 20s. It is necessary to develop experience-focused and participatory programs that provide systematic education regarding traditional clothing to pass down this tradition. In addition, it is necessary to create a social and cultural atmosphere that enables the Koreans in their 20s to easily wear Hanbok by popularizing Hanbok.

• Journal of Fashion Business
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• v.23 no.1
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• pp.74-88
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• 2019

The purpose of this study is to explore university students' Hanbok rental behavior and to examine factors that influence their intention to rent Hanbok. Questionnaires were distributed in Universities in the Seoul metropolitan area, and the final 202 responses were used for data analysis. For data analysis, descriptive statistics, factor analysis, cluster analysis, t-tests, and multiple regressions analysis were used. Sixty-one percent of those who have experienced Hanbok rental said they rented Hanboks to experience tourism and 22 percent said they rented Hanboks to take pictures, and the main rental places are tourist attractions such as Jeonju Hanok Village. Respondents indicated that the design and color of Hanbok were important product attributes when they consider renting a Hanbok. They also indicated that the opinions of other users posted on the Internet/Social Network were their main source of information for Hanbok rental. The result of cluster analysis showed that there were two groups of Hanbok rental consumers based on clothing consumption values: novelty-seeking group and practicality-seeking group. The two groups were different in terms of few factors of the benefit sought of Hanbok rental, product attributes, and information sources. Regression analysis revealed that traditional culture perception, purpose-built Hanbok pursuit benefit, pragmatic pursuit benefit, attitude toward Hanbok, and the previous Hanbok rental experience significantly affected respondents' intention to rent Hanbok. Based on the results, this study summarizes the key features of each group and provides suggestion for developing strategic marketing activities.

• The Research Journal of the Costume Culture
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• v.32 no.1
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• pp.70-85
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• 2024

This study aimed to examine the recent Hanbok school uniform design directions to contribute to the distribution of Hanbok school uniforms and the accumulation of Hanbok-inspired fashion design sources. We reviewed 16 academic papers published on Hanbok school uniform designs from 1998 to 2023 and summarized the design features proposed therein. We also analyzed 172 items of Hanbok school uniform designs developed under the Hanbok school uniform promotion project hosted by the Hanbok Advancement Center between 2019 and 2022. We found that the recent Hanbok school uniform design characteristics conformed to the design directions proposed in previous studies in terms of line, color, fabric, and textile pattern. Conforming design characteristics include the following. Overall, silhouettes were straight and moderately fitting to the body. Detailed straight and curved lines from Hanbok were applied. Designs showed traditional Hanbok colors, including white, black, and navy. Machine washable cotton and various blended fabrics were used. Modernized traditional patterns such as Saekdong, cloud, and Gwae were applied to textile designs. In contrast, some characteristics of recent designs deviated from the proposed design directions. Barrel silhouettes were found in casual styles of uniform items, including sweatshirts, hoodies, and jumpers. A wider range of materials, including fleece, quilted fabric, brocade, and Jinju silk, were used. Uniforms had looser silhouettes and were made with modern washable materials to meet students' preference for casual uniforms.

• Science of Emotion and Sensibility
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• v.25 no.4
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• pp.33-44
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• 2022

Rental services have recently come to be provided in which people can experience traditional Korean culture in the form of Hanok villages, allowing everyone can easily rent and wear hanbok, a traditional Korean garment, regardless of gender and age. Users of hanbok rental services share photos of themselves wearing hanbok on social media, contributing to the increasing popularity of hanbok experiences. However, the trend of wearing hanbok has no become established in people's daily lives, apart from the specific places that offer hanbok experiences. To promote hanbok as everyday clothes, hanbok design should be developed to provide wearers with both convenience and emotional satisfaction. Using 28 emotion words that express consumers' emotions toward hanbok that were extracted from previous studies, this study measured consumers' emotions toward different types of hanbok with on a seven-point Likert scale. Emotion words and categories that obtained scores of five points or above, signifying a rating of "felt fairly" or higher in relation to specific hanbok types were extracted. This study also examined differences in the average scores for emotional categories according to hanbok types and gender. The results indicated that only average scores for the "favorable feeling" category showed a significant difference between men and women. Finally, differences in the average scores for emotional categories were examined by classifying hanbok types: traditional (e.g., baenaet-jeogori, saekdong-jeogori, traditional hanbok for adults, and traditional wedding clothes) and modern (e.g., daily hanbok for children, for women, and for men). The results indicated significant differences between traditional and modern hanbok in six emotional categories (i.e., the cheerful, esthetic, harmonious, fresh, favorable, and stable feeling). This study derived analytic results for terms related to emotions that hanbok wearers feel according to types of hanbok. The findings can be used by hanbok retailers and rental services to provide consumers with greater emotional satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.1012-1026
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• 2023

This study used the Q-methodology to identify and categorize the types of subjective perceptions of Korean hanbok among foreigners currently living in Korea, and to explore the characteristics of each type. We used the QUANL PC program to analyze the data. We categorized foreigners' perceptions of hanbok into three types. The first type comprised the "hanbok experience novice tradition affirming" individuals who thought hanbok was beautiful, affirming Korean culture and traditional clothing. They encountered hanbok for the first time upon arriving in Korea. The second type was the "design preference positive change". These individuals thought hanbok's design was beautiful and belived Korea's image improved because of hanbok. The third type was the "change-seeking tradition negative". This group believed that hanbok was not traditional Korean clothing and required modernizing. The first category comprised mostly individuals from Nepal, the second category was Myanmar, and the third category was China. Thus, different nationalities have different perceptions of hanbok. Future research should explore how foreigners from diverse nationalities perceive hanbok and coduct a comparative analysis based on nationality.

• The Research Journal of the Costume Culture
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• v.28 no.4
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• pp.420-428
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• 2020

This study analyzed the expression of hanbok in online fashion styling games, and examined the main themes of and user reactions to hanbok fashion styling games through semantic network analysis and sentiment analysis. KrKwic, Textom, and NodeXL were used for data collection and analysis. The findings of the study are as follows: First, depending on the designer's expressive method, hanbok fashion styling games provide typical traditional hanbok, modern hanbok, and dress-like fusion hanbok, demonstrating contents with various themes for different sexes, classes, and situations. Second, as a result of analyzing the themes of hanbok-related styling game contents, it turned out that the main themes are tradition, color, historical drama, fusion hanbok, holiday, and love. Most of them produce modernized hanbok that reflect the situation and utility rather than strictly traditional ones. Third, as a result of analyzing user reviews of hanbok styling game contents, positive factors mostly turned out to be the satisfaction of the hanbok contents, with the users also showing positive intent to wear hanbok. Through this, it was found out that hanboks portrayed in game contents could potentially cause the user's positive intent to wear hanbok. Negative factors turned out to be the discordance between the intrinsic image of hanbok and the game character's image.

• Journal of the Korean Society of Costume
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• v.51 no.8
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• pp.13-24
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• 2001

With development of our society, the Hanbok, which is the traditional clothing of our country, is mainly used only on the festive days or marriage ceremony or so as a ceremonial dress and seems lack in wearing as plain clothes. But in the other hand. with general public became no more unfamiliar with the representation of Korean realities and accepted them as a part of life in 90', the modernized Hanbok that features seasoning the practicality into the aesthetic natures of the traditional Hanbok has been rooting in our country. The existing researches on the modernized Hanbok, however. are focused only in the design of the modernized Hanbok, the present conditions of the modernized Hanbok business and the actual condition of the modernized Hanbok, and the aspect in systematic research on the customers'purchasing behavior is weak in comparison with other areas. The goal of this research, by focusing in the value which is the most basic concept of psychological components indicating the customers' behavior, was : first. to make clear the value of the modernized Hanbok and divide the customers into various groups : second, to make clear the characteristics on the population statistics by the groups divided on the clothing value : third, to make clear the individual differences among the customers of the modernized Hanbok : and forth, to make clear the basis on which to estimate the modernized Hanbok by the customers'groups. This research adopted the surrey inquiry. The first investigation is carried out on the modernized Hanbok purchasers and salesmen in Insa-dong where the modernized Hanbok business is massed. As correction and complement for the first investigation. the final investigation is carried out in Oct. 2000 with the 480 persons from twenties to sixties consisting of the modernized Hanbok purchasers and experienced persons in wearing it.