SEOUL — Gwanghwamun Square is set to become a showcase of Korea’s traditional fashion, music and culture as the 2026 Jongno Hanbok Festival takes place September 11–12.
Hosted by Jongno District and the Jongno Cultural Foundation, this year’s 11th festival will center on the theme “Hanbok × Gugak,” combining the visual beauty of traditional Korean clothing with the sound and energy of Gugak, Korea’s traditional music. The festival’s slogan is “Wearing Our Attire, Embracing Our Music.”
The festival, which began in 2016, has grown into one of Jongno’s signature autumn traditional-culture events, attracting both Seoul residents and visitors. This year’s program is designed to make traditional Korean culture more accessible by bringing together performances, exhibitions, hands-on activities and fashion-focused events in one of Seoul’s most recognizable public spaces.
Gwanghwamun Square becomes a Hanbok stage
The opening day on September 11 will feature a special performance at the Eodina Stage and an opening parade involving approximately 80 Jongno residents and the Seoul Children’s Chwitadae, a traditional Korean musical marching ensemble.
The official opening ceremony is scheduled for 7 p.m. to 9 p.m., with a program combining traditional Korean orchestra performances, choral music and traditional theatrical and folk performances.
The combination of hanbok and Gugak is intended to offer visitors more than a fashion showcase. Organizers are positioning the festival as an immersive cultural experience in which visitors can see, hear and participate in Korean traditions.
Hanbok Style Contest takes center stage
One of the festival’s biggest attractions will arrive on September 12, when the Hanbok Style Contest takes place alongside an awards ceremony and celebratory performances.
Participants will take to the stage wearing hanbok that reflects their individual personalities and styles. Earlier in August, Jongno District announced that the contest would include both a general category and a pet category, allowing participants to showcase hanbok looks with their pets.
That addition could give the festival an especially social-media-friendly element, combining traditional Korean fashion with contemporary photo and lifestyle culture.
Exhibitions, hanbok rentals and hands-on experiences
Visitors will also have plenty to do away from the main stage.
Across Gwanghwamun Square and Yukjo Madang, organizers will present the exhibition “Hanbok NEXT, Hanbok Fluttering, Jongno’s Forest.” Visitors can also explore a hanbok playground, hanbok rental services, traditional-culture experience booths and a marketplace featuring cultural products.
A dedicated photo zone called “Under the Gwanghwamun Moonlight” will be installed at Yukjo Madang, giving visitors another opportunity to capture the festival atmosphere against one of Seoul’s most recognizable landmarks.
Festival missions will add another interactive element. Visitors can complete activities such as traditional-game missions and participate in voting for hanbok-wearing pets. Those who collect the required stamps can receive Jongdori-themed merchandise at the information center.
More than a fashion festival
While hanbok remains at the heart of the event, the 2026 edition reflects a broader effort to reinterpret Korean traditional culture for contemporary audiences.
Seoul’s official festival guide describes the Jongno Hanbok Festival as a traditional-culture event that combines hanbok with Gugak and presents programs such as the Hanbok Style Contest, exhibitions, K-music performances, a hanbok fashion show and K-culture experiences.
The choice of Gwanghwamun Square also gives the event a powerful backdrop. Jongno District officials have emphasized the significance of presenting Korean clothing and traditional music at a location widely associated with Seoul and Korean national heritage.
When and where is the 2026 Jongno Hanbok Festival?
Event: 2026 Jongno Hanbok Festival
Dates: September 11–12, 2026
Location: Gwanghwamun Square and surrounding areas, Seoul
Theme: Hanbok × Gugak
Slogan: “Wearing Our Attire, Embracing Our Music”
Opening ceremony: September 11, 7–9 p.m.
Main highlights: Opening parade, Gugak performances, Hanbok Style Contest, exhibitions, hanbok rentals, cultural activities, marketplace and photo zones.
For visitors planning a Seoul trip this weekend, the festival offers an opportunity to experience hanbok beyond the usual palace photo opportunity—with traditional music, performances, fashion, food-and-culture marketplace elements and interactive programs converging at Gwanghwamun Square.
And with the Hanbok Style Contest, pet category and highly photogenic Gwanghwamun setting, the biggest question may be just how spectacular the square will look once hundreds of visitors arrive dressed in Korea’s traditional clothing.
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