In May, NewJeans became the first K-pop girl group to perform at Geunjeongjeon Hall in Gyeongbokgung Palace. They emphasized Korean beauty by wearing specially designed Hanbok (Korean traditional clothing) for the event, including reinterpreted traditional clothing such as jeogori (a traditional Korean garment) and chima (skirt), as well as Beoseon-style (Korean traditional footwear) shoes and goddess-like hair accessories, showcasing the beauty of Korean aesthetics./Korea Heritage Service YouTube

Disney characters like Elsa in a hanbok and Ariel with a traditional Korean hairstyle may soon become a reality.

On June. 7., Walt Disney Company Korea inked an agreement with the Korea Heritage Service at Seoul’s Changdeokgung Palace. This collaboration aims to blend iconic Disney characters with Korean cultural heritage, creating unique content and products for a global audience. Classic animations such as “Beauty and the Beast,” “Frozen,” and “The Little Mermaid” will be infused with elements of Korean heritage, showcased in exhibitions, tourism, and entertainment.

In a similar vein, Starbucks Korea signed a significant agreement with the Korea Heritage Service on July. 11., pledging a donation of 1 billion won (approximately $725,373) over five years. With each product sold at Starbucks Korea’s Hwangudan location in Jung-gu, Seoul, 300 won will be donated to a fund dedicated to protecting national heritage, supporting various preservation activities.

The trend of ‘K-Heritage’ marketing is rapidly gaining traction, with global corporations, luxury brands, and K-pop idol groups joining the movement. Cultural heritage experts note it is unusual for Disney, typically very cautious about using intellectual property, to engage with Korean heritage.

In May, replicas created by artisans were displayed inside Sajeongjeon Hall at Gyeongbokgung Palace. This exhibition was sponsored by Hermès and the Arumjigi Culture Keepers Foundation./Courtesy of the Korea Heritage Service
Chefs Cho Eun-hee and Sungbae Park of Restaurant Onjium presented 'Pomegranate Tteokguk.' This dish was featured at the pop-up restaurant 'Woori Vuitton,' which operated temporarily until last February./Courtesy of Louis Vuitton

Hermès is collaborating with the Arumjigi Culture Keepers Foundation on projects to refurbish palace buildings and recreate historical furnishings. Their efforts include the interiors of Sajeongjeon Hall (the King’s office) at Gyeongbokgung Palace, following previous work on Deoksugung’s Hamnyeongjeon (bedchamber) and Jeukjodang Hall (Coronation Hall). Chanel has partnered with the Yeol Korean Heritage Preservation Society since 2022, supporting intangible cultural heritage artisans and craftspeople for five years. Louis Vuitton has tapped into ‘K-Food,’ opening a pop-up restaurant in Cheongdam-dong, Gangnam, from November last year to February this year, featuring high-end Korean cuisine.

Master craftsman Rhee Ki-tai's traditional Korean kite, created for the 'Bottega for Bottegas' initiative./Courtesy of Bottega Veneta

Gucci made headlines last May by staging a fashion show at Geunjeongjeon Hall of Gyeongbokgung Palace, debuting its Cruise 2024 Collection in Asia. Bottega Veneta highlighted traditional Korean craftsmanship by collaborating with master craftsman Rhee Ki-tai, known for making traditional Korean kites, as part of their global ‘Bottega for Bottegas’ initiative last year.

Why are these brands vying to sponsor K-Heritage? Yoon Ju, a cultural heritage committee member of the Korea Heritage Service, explains, “The meticulous craftsmanship and respect for artisans resonate with the history and pride of luxury brands. The prestige of our cultural heritage, with its long-standing traditions, aligns with the high-end image of luxury goods.”

Models walk the runway at a fashion show held by the Italian luxury brand Gucci at Geunjeongjeon Hall in Gyeongbokgung Palace, Seoul, last year./Courtesy of Gucci

Engaging with cultural heritage allows global companies to deeply integrate into the local market. Porsche Korea, for instance, reproduced Emperor Gojong’s diplomatic gifts to Prince Henry of Prussia, currently housed in the Museum am Rothenbaum in Hamburg, Germany. U.S.-based game company Riot Games has donated 8.4 billion won (approximately $6.08 million) over a decade to support the return of Korean cultural heritage. A Korea Heritage Service representative noted, “By sponsoring cultural heritage, companies can also benefit from having their products viewed as part of ‘culture.’”

Graphics = Lee Jin-young
In May, NewJeans became the first K-pop girl group to perform at Geunjeongjeon Hall in Gyeongbokgung Palace./Korea Heritage Service YouTube

K-pop groups are also embracing K-Heritage. IVE showcased hanbok, norigae (traditional Korean accessories), and binyeo (traditional ornamental hairpins) in their music video for “I AM.” In May, NewJeans became the first K-pop girl group to perform at Geunjeongjeon Hall in Gyeongbokgung Palace, following BTS. Jin Na-ra, head of the Craft Industry Promotion Department at the Korea Heritage Agency, commented, “Young people in their 20s and 30s, as well as international tourists, find traditional culture fresh and appealing. Last year, the annual sales of Korean cultural heritage items available at palaces or online exceeded 10 billion won (approximately $7.25 million) for the first time. Items like Bangjja Yugi (also known simply as Yugi), a traditional Korean bronzeware, Hwagak (brilliant horn) boxes, fans, lamps, and keychains are widely popular.”