This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection)in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Outof 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare,and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40),40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had theexperience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing,holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for theplace of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for thepopularization of Han-gwa, ‘too sweet taste (44.2%)’ and ‘small portion size (22.9%)’ were pointed to be improved byrespondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on agesegmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.