When I purchased a traditional hanok in Bukchon — one of Seoul’s most treasured cultural districts and a popular tourist destination — I learned something that revealed a great deal about Korea’s priorities. The city provides generous support for homeowners to preserve and restore these historic structures. This is more than an architectural subsidy. It signals a deeper understanding that cultural heritage is a form of national strength. Around the world, Korea’s cultural presence continues to surge. K-pop, K-dramas, Korean cuisine, design aesthetics and even the philosophy embedded in everyday life have become global touchpoints. These expressions of Korean identity have evolved into a powerful form of soft power, shaping how the world engages with Korea in ways traditional diplomacy rarely achieves. Cultural attraction has become one of the defining tools of influence in the 21st century, and Korea stands at the center of that shift. Hanok as carriers of national memory A hanok is far more than an old house. It is a physical expression of Korea’s worldview through its harm