Visitors at Kkachisan traditional market line up to get some free tteokguk, a soup that contains sliced rice cakes and sliced beef, to celebrate Seollal.
"I like it. It's chilly here but this hot tteokguk warms me up."
Traditional markets across South Korea are filled with visitors at this time of the year as they go shopping to prepare dozens of dishes for an ancestral rite called 'charye' during which Koreans pay respect to their late ancestors.
As the Seollal holiday runs from Friday until next Monday, 140 traditional markets in Seoul are offering discounts of up to 50 percent until the start of the holiday in a bid to attract more customers.
Gwangjang market, one of the oldest and largest traditional markets in South Korea, is in the Seollal mood as well.
A professional hanbok designer has set up a dressing room at the market's entrance for visitors to try out their favorite hanbok attire.
"It's been incredible. I've never really done this thing in my home country. This is the first time I've ever experienced sort of stuff and I'll be looking forward to when I come back."
Customers dressed up in hanbok enjoy taking pictures.
Wearing their hanbok, they get a spin of the roulette wheel where special perks and gift certificates are written in the different slots.
"Traditional markets are not only offering discounts and perks, but are also hosting events including Korean traditional games to get visitors into the holiday spirit."
A shopping district near Hanyang University is hosting special events for visitors including yunnori, a Korean traditional board game using four sticks.
Guests also play the traditional game jegi chagi where players kick a tassel up in the air and juggle it with their feet to prevent it hitting the ground.
To relieve visitors' parking problems, many traditional markets are also offering free parking until the Seollal holiday ends.
Eum Ji-young Arirang News.