Celebrity Fashion and Fan Consumption: BTS “Jungkook Hanbok”

Research output: Chapter in Book/Report/Conference proceedingChapter


This chapter explores the intersections of celebrity fashion - especially airport fashion - and fan consumption in South Korea. By analyzing “Jungkook hanbok” reviews, it interrogates how the Korean youth make new meanings from an outfit that has largely been favored by middle-aged and elder groups. Recently, BTS member Jungkook sported a two-piece saenghwal hanbok (traditional Korean clothing modified for daily wear) on his way to and back from the “Love Yourself: Speak Yourself” tour in Japan. Jungkook had personally purchased this item; it was not a stylist nor a business deal that prompted the outfit, now nicknamed the “Jungkook hanbok,” becoming popular among young people in their 20s and 30s after Jungkook made his appearance at the airport. An idolized celebrity can influence the Korean youth to finally notice, choose and wear the traditional Korean clothing that becomes reimagined and reinterpreted as stylish and sought-after clothing. What the “Jungkook hanbok” provides is a highly affordable and accessible means to personal as well as national identity building.

Original languageEnglish (US)
Title of host publicationIntroducing Korean Popular Culture
Number of pages9
ISBN (Electronic)9781000892246
ISBN (Print)9781032274058
StatePublished - 2023


Dive into the research topics of 'Celebrity Fashion and Fan Consumption: BTS “Jungkook Hanbok”'. Together they form a unique fingerprint.

Cite this