Purpose- There has been an increase in the number of local young visitors, particularly teenagers and those in their 20s, wearing the colorful Korean traditional costume (Hanbok) in the cultural heritage sites such as Kyungbok Palace, Jeonju Hanok village, Bukchon, and Insa-dong. The purpose of this study was to investigate the contemporary issue in tourism. Design, data, and methodology- Focus groups were employed to identify the perceptions, motivations, and experiences of young people wearing Hanbok in the Kyungbok Palace, Seochon, and Bukchon area, with a total of 20 participants.Result - Results showed that their most prominent visitation motivation to the cultural heritage sites was Hanbok experience. Other motivations were making memorable photos with the fashion Hanbok on the cultural heritage sites and then sharing the photos on Social Network Sites. Their SNSs play an important role in Hanbok experience.Conclusions- Based on the results, significant implications, suggestions, and research limitations for future researcher, policy-makers, and destination managers were discussed.