Hanbok Expo 2024 & How Even Korean Government Agencies Excel at Content

The event was organized by the Ministry of Culture, Sports and Tourism rism in collaboration with the Korea Craft & Design Foundation and took place at the Art Hall in Dongdaemun Design Plaza (DDP) in Seoul?– that’s where 卡地亚 had an exhibition earlier this year and where the Seoul Fashion Week takes place. I went on the first day so I also attended the award ceremony for the?2024 Hanbok Design Project Competition and saw the?Trajectory of Time: Hanbok?fashion show which explored the evolution of hanbok.

I will break down some of the highlights of the Expo for you:?

‘TRAJECTORY OF TIME: HANBOK’ FASHION SHOW

The fashion show was directed by Professor Jin Hee Lee from the School of Drama at the Korea National University of Arts s and was accompanied by the most striking?video that she also created. In general, the quality of the visual arts related to the whole event was extremely high and not something I’d take for granted in a situation where the main organizers are government agencies. It’s definitely a testimony of the huge invesment put into Korean culture by the relevant ministries. It’s also clear that it pays off.?

I also recognized one of the models casted for the show from the many photoshoots she did with the local chapters of fashion magazines of the likes of Vogue Korea or ELLE Magazine Korea.

I appreciated the transition from traditional Hanbok to the modern reinterpretation aptly illustrating the theme of the show – ‘The Trajectory of Time’.

HIDDEN REVELATIONS: HANBOK RETURNS ANEW EXHIBITION

The exhbition prepared by Arumjigi Culture Keepers Foundation presented the different shapes traditional Korean clothing took in the past. We could see lesser-known shapes from the Goguryeo Kingdom (37 BCE – 668 CE), Unified Silla (668–935), Goryeo Dynasty (918–1392), and Joseon Dynasty (1392–1910) periods. Many of them were hand–sewn by Ms. Kyung Sun Lee, an Artisan at Arumjigi’s research institute – Onjium’s Clothing Studio. I have met Ms. Kyung Sun Lee through Onjium’s?partnership with Cartier earlier this year as she was leading a workshop accompanying 卡地亚 ’s Seoul exhibition.?

Ms. Lee also told me that she collaborated with 香奈儿 on the garment from the Unified Silla (668–935) period – the luxury brand contributed with the textile and textile design. If you look closer at #CHANEL’s collaborations within the Korean market, you will notice their outstanding contribution to preserving Korean culture – they also partner with the Yeol Korean Heritage Preservation Society for the Artisan of the Year and Young Craftsman of the Year award.

But back to the exhibition – what was even more amazing? about it was that you could see the artworks that were the starting point for research that went into the produced garments, many of them well-known traditional paintings.

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In a separate space, Onjium also showcased modernized hanbok fabrics for enhanced practicality and functionality. There are plans to commercialize them, which I think is absolutely fantastic – years and years of research went into recreating these and making them available for people to use in designs rather than locking them up in a museum means that they will continue to enrich our lives.

This idea was brought to life for the exhibition – Onjium collaborated with the South Korean?creative art & design studio OMA Studio and the collection was on display, with the fabrics hanging in the background.?

2024 HANBOK DESIGN PROJECT COMPETITION

Hanbok is actually becoming a part of the regular landscape again – I see more and more people on the streetos of Seoul wear a modern, often simplified version of hanbok as they go about their daily lives. This was definitely not the case even 10 years ago and it warms my heart to see it being reembraced this way. The organizers also waived the entrance fee for anyone who came dressed in a Hanbok!

And of course, opportunities as this competition are also a great way to foster young talents – aside from the recognition, the top four awards came with pretty sizeable checks.

THE EXHIBITORS

As mentioned, to me the modern Hanbok brand Tchai Cim was the star of the show for me with its very wearable designs and fun set-up. The Creative Designer and founder, Kim Young Jin, was present at the fair and I honestly had a fan-girl moment when speaking to her. Her artistry and uniqueness can be instantly felt and craving for more, I decided to visit the flagship store sometime soon.?

It’s honestly such a witty brand, it takes traditional Korean elements, gives them a pop-cultural twist, and breathes new life into them – like the textile reinterpretation of the Dol Hareubang, a type of traditional volcanic rock statue from Jeju Island.

Then there was a multitude of other brands, some already well-establsihed like Maison Danha, Seodamhwa, or Songhwa by Jeong –?the last one worn recently by the K-pop star Suzy for an ELLE Korea editorial, but also much, much smaller.

Some really stood out to yours truly – like Gazi, an edgy brand making traditional rubber shoes adorned with metal ornaments typically found on furniture. Or the jewelry artist Jongseok Lim who, among other things, creates modern decorative pendants called Norigae, typically tied to a Hanbok.

PROMOTIONAL VIDEOS

Last but not least, there are the promotional videos for the event. The organizers had two of them on loop in the main hall, the newest 2024 one as well as the one from 2023. Park Gwi-seop a.k.a. BAKi was in charge of video production of both while the 2023 promotional film had Seo Young-hee, a Korean top fashion stylist as the art director. I link both below so make sure to check them out and enjoy some of the most engaging videos showcasing Korean traditional culture that I have ever seen.

I did not expect for the event to be that well produced and I am beyond happy to see how many young people, both Korean and Internationals, it attracted. The opening speech mentioned that the first 2018 Hanbok Expo had attracted 5,000 visitors, while last year the number grew to 40,000. I can clearly understand why and am curious to hear how many people came for the experience this year, hoping that traditional culture carves out a permanent space for itself again in our daily lives.