Traditional market festival returns to Seoul Museum of History in June

The traditional Korean handicrafts market festival will return at the Seoul Museum of History and the neighboring Gyeonghui Palace area in Jongno District, central Seoul, from June 19 to 21. 

The Korean name of the festival,  Jeojatgeori, refers to the word for a traditional Korean street market. The market began in 2024 to support traditional craft workshops and small heritage brands in reaching more consumers.

The festival has recorded an average of 30,000 guests in attendance according to its organizers. Accumulated sales for the past four festivals have grossed 650 million won ($4.3 million), with more than 90 percent of participating vendors each year expressing intent to return.

This year’s festival comprises 92 Korean heritage brands. The festival recreated traditional Korean markets for participants to enjoy food and cultural experiences, as well as shopping. Participants are invited to and are often seen wearing hanbok (traditional Korean clothing) to immerse themselves in the event.

A virtual YouTuber who creates videos about Korean history, Hyang Ah Chi, is scheduled to host a pop-up event at the festival. Hyang is also honorary ambassador of the Seoul Museum of History.

The festival is held twice a year by Project Question, a firm that plans and hosts various events and festivals that highlight different local and regional cultures in Korea.

“The festival is a celebration of traditional culture in the modern lifestyle,” said the CEO of Project Question, Choi Eun-won. “I hope more citizens can participate in the program and enjoy the beauty of traditional culture.”

BY LEE JI-WON [lee.jiwon10@joongang.co.kr]