Online Retailers Criticized for Mislabeling Hanbok as Hanfu
Professor Seo Kyung-duk urges major platforms to correct misleading cultural product listings.
1Cultural Mislabeling Concerns
Professor Seo Kyung-duk has publicly criticized major South Korean e-commerce platforms for mislabeling traditional Korean hanbok as Chinese hanfu. Platforms including Coupang, Naver, Gmarket, and 11st are currently under scrutiny for allowing sellers to use these terms interchangeably. This practice risks eroding the distinct identity of Korean traditional attire in global markets.
2Platform Accountability Demands
Seo argues that while these companies primarily act as intermediaries for third-party sellers, they bear a responsibility for consistent monitoring. He insists that platforms must ensure accurate product categorization to prevent the spread of misinformation. The professor emphasizes that hanbok and hanfu are fundamentally different garments with unique historical and cultural origins.
3Global Market Trends
The issue extends beyond domestic platforms to international giants like AliExpress, Amazon, and Temu. In February 2024, reports indicated that AliExpress and Temu categorized hanfu under the label of Chinese hanbok. Such global inconsistencies fuel online claims that suggest Korean traditional clothing originated from Chinese styles, a narrative that Seo actively opposes.
4Historical Context of Disputes
The confusion between these two distinct cultural garments has been a recurring point of contention in digital marketplaces. Previous reports from YTN in December 2025 highlighted similar errors on Amazon, where sellers incorrectly labeled hanfu as hanbok. These incidents demonstrate a persistent pattern of cultural misrepresentation across various international e-commerce platforms.
5Strategic Monitoring Efforts
To combat these misleading listings, Professor Seo is mobilizing a network of Koreans living abroad to monitor international shopping sites. This collaborative effort aims to identify and demand corrections for inaccurate product descriptions. By systematically flagging these errors, the group hopes to protect the integrity of Korean cultural products on global platforms.
6Distinguishing Cultural Assets
The core of the dispute lies in the distinct design and historical lineage of the two garments. Seo maintains that sellers are free to offer Chinese-style clothing, provided they label it with accurate terminology. The primary objective is to stop the conflation of these styles, which undermines the unique heritage of Korean traditional dress.
7Impact on Consumer Perception
When platforms group these items together, it creates confusion for international shoppers who may not be familiar with the differences. This lack of clarity can inadvertently validate false historical claims circulating online. By enforcing strict categorization, retailers can play a vital role in maintaining cultural accuracy and preventing the dilution of traditions.
8Future Regulatory Outlook
The ongoing pressure on retailers highlights the growing importance of cultural sensitivity in digital commerce. As global marketplaces continue to expand, the demand for rigorous oversight of cultural products will likely increase. Future success for these platforms will depend on their ability to balance seller autonomy with the protection of cultural heritage.