This study explores the temporal changes in and structural characteristics of consumer discourse on the Hanbok experience from 2015 to 2024. A total of 9,227 posts containing the keyword “Hanbok experience” were collected from Naver and Daum news, blogs, and cafes using Textom text mining software. The study period was divided into three phases: 2015–2017 (popularization), 2021–2022 (post-pandemic consumption shift), and 2023–2024 (global expansion and digital integration). Frequency and term frequency-inverse document frequency (TF-IDF) analyses were conducted on key terms, followed by semantic network analysis and community detection using the Wakita–Tsurumi algorithm to compare discourse structures across periods. Additionally, quadratic assignment procedure (QAP) correlation analysis with UCINET was used to examine discourse continuity and change. Consumer discourse consistently featured keywords related to traditional tourist sites, services, and emotional experiences, with online and regional content emphasized during the pandemic. Recently, discourse evolved by integrating digital technologies, K-pop, and metaverse trends, reflecting new cultural consumption forms. Spatially, the focus shifted from Seoul to regional and modern spaces, while experience methods and events diversified beyond traditional frameworks. Network analysis showed recurring core clusters, indicating resilient key concepts despite social shocks, such as the pandemic. Hanbok experiential tourism evolved from a focus on traditional culture to one that combines modern fashion and digital technology. This study underscores the evolving role of hanbok experiences as a sustainable cultural tourism product that integrates fashion, digital technology, and immersive event design, providing valuable insights for future tourism and cultural content development.

Abstract
I. Introduction
Ⅱ. Theoretical Background
    1. Hanbok consumers
    2. Hanbok experience tourism
Ⅲ. Method
    1. Data collection
    2. Data analysis
    3. Research question
Ⅳ. Results
    1. Core keywords and trends in consumerdiscourse on Hanbok experience tourism
    2. Specific changes in Hanbok experience tourismand cultural consumption patterns
    3. Verification through network analysis
Ⅴ. Conclusion
References

• Yeong-Hyeon Choi(Instructor, Ingenium College of Transdisciplinary Studies, Hankuk University of Foreign Studies, Korea) | 최영현 (한국외국어대학교 융합인재학부 강사)
• YoungJu Rhee(Professor, Department of Fashion Industry, Sungshin Women’s University, Korea) | 이영주 (성신여자대학교 의류산업학과 교수) Corresponding author