Old style enters today's sensibility in Seongsu at the beginning of autumn. The 〈Today Traditional Festival〉, held from September 25 to 28 at Seongsu S Factory Building D, is a lifestyle festival that combines exhibitions, performances, lectures, experiences, and markets. Admission is free, and some experiences require advance reservation.
This year's theme is 〈Praise of Elegance Old Style, Into Today's Daily Life〉. It is an attempt to move tradition, which has been confined to museum glass cases, into the current lifestyle. During the day, there will be exhibitions and pop-ups related to crafts, hanbok, and Korean cuisine, along with experience tables, and in the evening, traditional performances and popular music stages will naturally meet. A market featuring brands, workshops, and institutions will be held on-site, creating a flow of viewing and enjoyment that leads to ownership. Instead of walking along exhibition descriptions, the focus will be on wearing hanbok, taking photos, tasting tea, learning etiquette, and directly experiencing traditional games.
Operating hours are September 25 from 3:00 PM to 9:00 PM, September 26-27 from 12:00 PM to 9:00 PM, and September 28 from 12:00 PM to 5:00 PM. The location is Seongsu-dong S Factory Building D, hosted by the Ministry of Culture, Sports and Tourism, and organized by the Korea Craft & Design Foundation. Programs are divided by floor: the first floor features exhibitions proposing modern Korean lifestyles and over 50 traditional brand pop-ups, the second floor offers hanbok rentals and photo events, and the third floor hosts lectures on Korean culture. Experience programs such as the tea ceremony ‘Tea Ceremony’ and modern interpretations of traditional games are densely arranged.
Every day at 7:00 PM, traditional performances such as Gilnori and Cheongsaja Nori open the stage, followed by live performances from young musicians that elevate the atmosphere. Cafes and edit shops in the Seongsu area also participate, creating a natural evening flow that resembles a stroll. Lifestyle events such as discounts and souvenir giveaways are held everywhere, and tradition stands side by side with today's music, fashion, and food culture, rather than being an image of the past.
The core of this festival is connection with daily life. The process of mixing hanbok with everyday clothing, discussing tea in the language of preference, and bringing crafts into home items is completed in one place. Following a map-like guide allows for a clear view of floor programs and regional connection points, and it is easy to check the locations of reservations and rental booths, as well as photo zone routes, before visiting. The point where tradition, which has only been spoken of in the language of preservation, naturally seeps into consumption, preference, experience, and learning is the intention and charm of this year's planning.
A record of four days of reading, trying, and bringing home. The old style is once again ready to enter today's daily life without any difficulty.
Detailed festival and program introduction
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