Korean Hanbok, Hanok Trend: 21st Century Royal Style

MBC's Friday-Saturday drama 'The Princess of the 21st Century' is gaining popularity, recording double-digit viewership ratings within four episodes and ranking first in Disney+'s non-English TV show category. The drama is set in a fictional 21st-century constitutional monarchy in Korea and depicts a romance that transcends social status between a chaebol heiress and a prince. In particular, the costumes, sets, and Hanok locations reinterpreted within the fictional world are drawing the attention of viewers worldwide.

The Hanbok costumes worn by the characters in the drama are attracting attention by combining modern elements with traditional beauty. Byun Woo-seok, playing Prince Ian, added freshness by showcasing outfits that incorporated Hanbok elements into Western clothing styles and modern reinterpretations of the Cheollik. Gong Seung-yeon, as the Grand Queen Dowager, completed the image of a dignified royal fitting for the 21st century by utilizing various colors, elaborate embroidery, and accessories. IU, as Sung Hee-joo, also added a cute charm by wearing modified Hanboks with a comfortable atmosphere as she moved to her new residence for the contract marriage.

The drama's filming sets and locations are also becoming a hot topic. The royal spaces, which retain the appearance of old palaces while incorporating modern elements, and Prince Ian's vacation space decorated with traditional furniture and artworks have captivated viewers. In particular, Awon Hanok in Wanju, Jeollabuk-do, which appears as Prince Ian's vacation spot, is also known to K-pop fans through BTS's videos and photoshoots, and is receiving great attention for its harmonious blend of a tranquil Hanok and beautiful nature. In addition, various filming locations such as O-reung in Gyeongju, Soyang Hanok in Wanju, and Hwaseomun in Suwon are drawing attention.

Overseas media have praised 'The Princess of the 21st Century,' stating, "It captures the beauty and grandeur of Korea by blending the antique charm of Joseon Dynasty architecture with modern minimalism." Overseas viewers have shown positive reactions such as "Modern and traditional, silk, and style harmonize, making me fall in love with Hanbok" and "​Like rain falling on a Hanok roof, every scene of the drama is like art," and are sharing the drama's filming locations on social media.

The drama's popularity is leading to increased interest in traditional Korean culture. As the contract marriage in the drama progresses, various traditional cultures such as Nakwhanori (fireworks), Gukgung (Korean archery), ancestral rites, and folk games are naturally introduced, piquing viewers' interest. In particular, the Nakwhanori scene, captured with its splendid visual beauty, was so astonishing that it was mistaken for CGI, and actual Nakwhanori festivals are also drawing attention. Furthermore, scenes of Gukgung duels, participation in ancestral rites, and enjoying folk games are being made into memes (images) and spreading through social media.