Luxury of Traditional Architecture: Emergence of Hanoks as Luxury Housing

This study explores the recent emergence of traditional Korean houses and hanoks as markers of cultural capital in Seoul, South Korea. While the ownership of detached houses itself can be a symbol of wealth in Seoul, traditional-style houses have become increasingly associated with luxurious living, particularly after the successful remodeling of hanoks in metropolitan settings such as Bukchon in Seoul. This study employs the critical luxury studies method to analyze the recent rise in hanok construction/remodeling among elites, and illustrates how traditional architectural forms have become status markers. Although the regeneration of traditional houses in cities has been examined from the perspective of gentrification or touristic cultural consumption, less academic attention has been placed on the phenomenon from the perspective of the homeowners’ taste. This study examines how traditional architecture has become a form of acceptable luxury through a media analysis of published articles and interviews with the residents of hanoks. This study argues that protecting endangered traditions and rich sensory experiences function as important moralizing factors in luxury housing, indicating that sociocultural valuation becomes as significant as market valuation.