The identity of Korean housing culture has been the subject of discussion in the past several decades. Recently construction company is using the expression of Korean Identity based on traditional housing as a strategic concept. There, however, has yet been found a concrete solution despite the ambitions intent to modernize Korean tradition. In this circumstances, this research was intended to understand the characteristics of traditional housing preferred by consumers, in order to embody the scheme in which Korean tradition can be modernized. The main conceptual characteristics and concrete examples were included in the characteristics of traditional housing. In result, Environment-Friendliness, Visual Openness, Human-Centeredness have been turned out to be the most preferred attributes amongst the major concept characteristics of traditional housing. In concrete case of Environment-Friendliness, the use of healthy natural materials such as timber or yellow mud was preferred the most. Consumers were also especially fond of open passage through connecting front and back balcony as for Visual Openness, and spaces created based on human body measurements regarding Human-Centeredness. The Savored characteristics of traditional housing varied by gender, age, family type, income, and scale of residence. The result of this research will be useful for housing construction company in planning Korean style apartments and also exploring preferred qualities according to the type of consumer.