On the occasion of Chuseok, the greatest Korean national holiday, INNOCEAN Worldwide released “Traditional Culture Trend Analysis Report.” According to the Digital Command Center, an INNOCEAN team specializing in the analysis of social big data, people’s perception of Hanbok is changing from the traditional costume worn on national holidays or parties to a fashion item to show their personality in such activities as taking pictures of themselves in Hanbok and sharing the pictures in daily life or on tours. It was also shown that people regard traditional markets as tour courses to enjoy various experiences and food, rather than just as places for groceries. According to the analysis of the social data about Hanbok, “photo + shoot” were mentioned 181,085 times. And the proportions of such related words as “play(23,845)”, “friend(18,426)”, “couple(15,580)”, “daily life(14,402)”, “SNS(8,378)”, etc. were large, too, meaning that Hanbok is now becoming one of the play trends in Korea. “Travel” also appeared 19,324 times, which shows that the number of young people who travel in Hanbok at home or abroad is steadily increasing. Traditional markets, which constitute a pillar of traditional culture together with Hanbok, are beginning to be recognized as places to enjoy cheerful and lively experiences, instead of just as places for buying things cheaply. As for food in traditional markets, the high proportion of such related words as “cafe(3,183)”, “coffee(2,094)”, etc. in comparison to traditional food shows that the younger generation visits traditional markets to experience various kinds of food. It was also shown that the old coin experience in Tongin Market and various cultural performances are getting attention as new things to see in traditional markets. Interest in old palaces is on the rise, too. As words related to “old palace”, such words as “enjoy(7,676)”, “atmosphere(3,418)”, “interesting(3,231)”, “date(1,527)”, etc. showed up a lot. Beyond educational or tour purposes, old palaces are now becoming places for dates and picnics. Promotions like free entrance for people in Hanbok and opening at night make old palaces more familiar. Also, related to folk villages, such words as “play(11,514)”, “enjoy(8,838)”, and “various(8,082)” appeared frequently. Beyond the old concept of folk villages as places to watch and learn about traditional culture, they are becoming places to enjoy various events and performances and have fun.