‘Hip Tradition’ Trends

Recently, a trend called “hip tradition” has become popular among young people. It focuses on reinterpreting traditional elements in modern and stylish ways. When something traditional is presented in a trendy way, it feels new and attractive, especially to young people, who often express their tastes, identities, and beliefs through what they consume in ways that resonate with contemporary culture and shared values. With the increasingly rapid spread of cultural content through social media, hip traditions have gained momentum. 

“MU:DS” is a new acronym that blends the words “museum” and “goods.” The National Museum of Korea produces merchandise inspired by cultural heritage. In the past, these items were just simple souvenirs, but today, they are loved for their trendy designs that fuse tradition and modern aesthetics. Through the creation of products that resonate with young people, the museum has aimed to change its once outdated and dull image. This strategy has proved successful, with interest growing even stronger upon the release of “Kpop Demon Hunters.”  Korean tradition has now become a global trend, driven by K-content, leading not only Koreans but also many international fans to purchase these products. In the first half of 2025, the sales of MU:DS reached 11.5 billion won, a 34 percent increase from the previous year. This shows that traditional cultural goods have become more popular than ever.

Traditional Korean desserts are also being reinterpreted in modern ways that appeal to young people’s tastes. Traditional snacks such as yakgwa (deep-fried honey cookies), ssuk injeolmi (rice cake with mugwort), gotgam (dried persimmon), and Gaeseong juak (fried rice cake from the Gaeseong region) are still well-liked. New recipes, such as ssuk injeolmi waffles or gotgam with cream cheese, enhance these foods with richer flavors. Gaesung juak is now offered with diverse toppings like apple cinnamon, butter, walnut, and lemon, allowing people to enjoy a variety of tastes. Lee Na-hyun (First Year, Dept. of Medical Science) said, “My favorite modern traditional snack is injeolmi bingsu. The savory bean powder, chewy injeolmi, and sweet red beans blend perfectly with the cool ice, creating a refreshing and satisfying treat. By adding creative twists to familiar flavors, I think this kind of dessert helps attract the interest of younger people who may not have been familiar with traditional snacks. I hope to see more diverse and inventive K-desserts in the future.”

Even in the midst of rapidly changing trends, people are going back to traditions and enjoying them in modern ways. Hip traditional items showcase the beauty of traditions while connecting the past to the present. Rather than fading into  history, traditions are evolving; harmonizing with contemporary elements and emerging as new trends without losing their meaning. In the future, even greater synergy is expected, as tradition and modern style continue to merge.

By Kang Min-Ji, Reporter