Cho Chung-il, CEO of fintech company KONA I and founder of The Hanok Heritage, has taken an extraordinary journey from studying physics and building a technology empire to creating Korea's most ambitious luxury hanok resort. His mission is to showcase the country's traditional architecture and preserve it for future generations through innovative modern techniques.
Driven by his deep appreciation for architectural heritage encountered during his global travels, Cho transformed his decades-long fascination with hanok into a groundbreaking real-world project. The result is a high-end resort located in Yeongwol, Gangwon Province, that masterfully harmonizes timeless Korean aesthetics with cutting-edge spatial innovation.
Reflecting on Korea's rapidly changing urban landscape, where traditional hanok buildings are becoming increasingly rare, Cho explained that he launched this ambitious project 13 years ago with the primary goal of building a proper hanok. Speaking during a Corea Image Communication Institute (CICI) forum held at the Italian ambassador's residence in Seoul on Tuesday, he shared his philosophical approach to the project.
"I made a living in digital technology all my life. But I believe digital is ultimately a copy of analog. Since human senses are analog, the more advanced the digital world becomes, the more people feel nostalgic for analog. That's why I believed such analog cultural spaces would become important," Cho explained to the gathered audience.
He emphasized the universal appeal of culturally significant spaces, noting that "no matter where you travel, what truly moves people are spaces imbued with a nation's history and culture." This insight became a driving force behind his decision to invest heavily in preserving and modernizing hanok architecture.
To overcome the significant challenges posed by traditional building methods, Cho and his specialized team developed advanced construction techniques and strategically incorporated modern materials while maintaining authentic aesthetics. They employed microwave drying technology to stabilize moisture-sensitive wood and replaced fragile traditional clay with durable, dry-processed alternatives. These innovations allowed them to preserve the inherent beauty of hanok architecture while ensuring the resort's structures can withstand the test of time.
Spanning an impressive 530,000-square-meter site and backed by a substantial 300 billion won investment, The Hanok Heritage stands proudly as Korea's largest hanok-style resort, featuring three magnificent buildings. In 2024, the resort achieved international recognition by winning first place in the hotel category at the prestigious Versailles Architecture Awards, which is jointly organized by UNESCO and the International Union of Architects.
Cho's design philosophy centers on the belief that hanok should be gently integrated within their natural surroundings rather than imposed upon them. "Any space, whether a room or a bathroom, should embrace nature so that one feels as if staying within nature itself," he explained. "The design concept draws nature indoors visually and sensorially. It's not only visually beautiful but also a space designed to engage the senses with the scent of wood and pleasant sounds."
Looking toward the future, Cho now dreams of bringing hanok architecture into the bustling heart of Seoul, envisioning a dedicated hanok street zone where both local residents and international visitors can experience the beauty and serenity of traditional Korean homes. "I'm carefully scouting for the right site. My vision is to immerse visitors in the beauty of hanok architecture and, if the opportunity arises, to share the rich cultural heritage of hanok with the world," he explained.
The project has garnered praise from international diplomatic figures attending the forum. Italian Ambassador to Korea Emilia Gatto described hanok as "slow architecture" and noted that Cho's philosophy, which centers on the harmony between space and human experience while longing for analog living and the fulfillment of all five senses, resonates strongly in Italy as well. "It really narrates Korea," she said, describing the architectural style as an integral part of Korea's rich cultural heritage and national identity.
Egyptian Ambassador to Korea Khaled Abdel Rahman, who is nearing the end of his diplomatic term, expressed his longtime interest in hanok architecture, particularly its unique structural design built without any cement. He drew comparisons to his country's traditional house-building techniques using only stones. "One of the things that I want to do before leaving Korea is to stay in a hanok, which shows its culture. So this is a very good opportunity," Rahman remarked.
Frantz Hotton, CEO of Pernod Ricard, shared his personal experience of frequently staying in hanok accommodations to immerse himself in Korean culture. He emphasized the importance of modernization while preserving tradition: "The key lies in adapting Korean culture into a five-star experience that meets today's standards rather than clinging only to the past. We need these people that are beyond entrepreneurship trying to invest for the future, so that this generation can experience a new version of the culture."
