Project Question (CEO Eunwon Choi) announced on the 20th that it will host "Jeojatgeori," a traditional craft market festival reimagining a Joseon Dynasty marketplace, from October 24th to 26th in the Samcheongjeongdok-gil area of Seoul. This event, held in conjunction with Hanbok Culture Week, is attracting attention as a hanbok festival and a K-craft festival that combines tradition and modern sensibilities.
Launched last year under the name "Donuimun Market," the festival attracted over 100,000 visitors, attracting the attention of hanbok enthusiasts in their 20s and 30s. The Marketplace Festival recreates the layout and operation of Joseon-era marketplaces, including Yukuijeon (Yukuijeon), Sijeon (Shijeon), Nanjeon (Nanjeon), and Peddler (Bobusang). The festival also features interactive programs, including vendors in hanbok and police uniforms, and visitors can experience coin trading.
Project Question collaborated with Gimpo Hanok Village in hosting three festivals in the first half of this year, attracting approximately 30,000 visitors and generating 240 million won in K-craft sales. This privately-led festival has established itself as a new distribution model for the craft industry, contributing to expanding sales channels for craftspeople.
This 4th annual market showcase marks a significant step forward, having been selected for the "2025 Craft Distribution Promotion Project," hosted by the Ministry of Culture, Sports and Tourism and organized by the Korea Craft and Design Foundation (KCDF). Approximately 60 leading Korean traditional, lifestyle, and design craft brands will participate.
The Samcheongjeongdokgil area, the venue for the event, will be decorated with traditional lanterns and lanterns during the "2025 Samcheongjeongdokgil Cheongsa Lantern Festival." Visitors can enjoy a variety of traditional cultural programs, including a Cheongsa Lantern Night Walk, a street market, and hanbok plogging.
On-site, a gift-giving event will be held where participants can exchange coins for product purchases or experience-based experiences. A youth planning team selected from the youth job training platform "MyTeample" will be in charge of event management. Furthermore, programs tailored to the MZ generation will be presented, such as a K-pop Demon Hunters-themed Cheongsa lantern night walk and a hanbok plogging campaign.
An event will also be held where visitors wearing hanbok will be given goods from participating brands if they post a review on social media with the hashtag '#Samcheongjeongdokgil Marketplace', thereby promoting the spread of hanbok and traditional crafts online.
Project Question CEO Eunwon Choi said, “Initially, public interest in K-craft was low, but with the global K-content craze, the festival is gaining attention,” and “Jeongjatgeori is growing from a self-sustaining distribution platform for craftspeople to a representative model that fosters the craft industry ecosystem in cooperation with the government.”
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