▲ This poster for "Hanbok Wave" 2025 is provided by the Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation (KCDF). (PHOTO NOT FOR SALE) (Yonhap)

 

SEOUL, April 15 (Yonhap) — Actor Park Bo-gum has been selected as the first male model for the South Korean government’s "Hanbok Wave" initiative, aimed at promoting the traditional Korean attire globally, the culture ministry said on Monday.

 

As part of the "2025 Hanbok Wave" campaign, Park will collaborate with four domestic hanbok brands to showcase the elegance and dignity of hanbok to a global audience, according to the Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation (KCDF). 

 

▲ This image of South Korean actor Park Bo-gum is provided by Netflix. (PHOTO NOT FOR SALE) (Yonhap)

 

The campaign dubs Park the latest Hallyu (Korean Wave) cultural ambassador to take part in the project, following actress Kim Tae-ri in 2024, actress Suzy in 2023, and former figure skater Kim Yuna in 2022.

 

Launched in 2020, Hanbok Wave is an annual initiative that partners with Korean cultural figures to raise international awareness of hanbok and support local hanbok brands in expanding overseas.

 

The campaign is currently accepting applications from small- and medium-sized hanbok businesses through May 9. Applicants will be evaluated based on creativity, expertise, feasibility, and expected outcomes. Four companies will be selected to develop hanbok designs inspired by Park Bo-gum’s image and persona.

 

The final designs will be promoted through high-visibility media such as digital billboards and major fashion magazines in cities including Seoul, New York, Paris, and Milan.

 

Further details are available on the official websites of the Ministry of Culture, Sports and Tourism (http://www.mcst.go.kr) and the Korea Craft & Design Foundation (http://www.kcdf.or.kr).

 

▲ This image of South Korean actor Park Bo-gum is provided by Netflix. (PHOTO NOT FOR SALE) (Yonhap)

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