▲ This poster for the first "Hanbok Overseas Base Promotion" of the year in Milan, Italy, and Paris, France, is provided by the Ministry of Culture, Sports and Tourism. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Sept. 21 (Yonhap) -- The Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation will hold the first "Hanbok Overseas Base Promotion" of the year in Milan, Italy, and Paris, France, the ministry said Monday.

 

Set to run from Sept. 22 to Oct. 6, the event aims to introduce Korean hanbok brands that reinterpret the aesthetic elements of traditional hanbok in contemporary ways to the global market and help them establish overseas sales channels through business connections with local buyers.

 

In conjunction with Milan Fashion Week, scheduled for Sept. 22-28, the event will showcase Korean hanbok brands to overseas buyers, media outlets and fashion industry professionals.

 

Five leading Korean hanbok brands -- Leesle, Mureut, Ondata, Sinseoul and Happly -- will participate, presenting products that reinterpret the traditional aesthetics and elements of hanbok with contemporary materials and designs.

 

The ministry and the foundation plan to use the event as an opportunity to establish a foundation for continued business transactions and collaborations between hanbok brands and overseas buyers, distributors, media outlets and fashion industry professionals.

 

"We hope Korean hanbok will establish itself as competitive content in the global fashion market as well," said Jeong Hyang-mi, director general of the ministry's Arts and Culture Policy Office.

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