Park Bo-gum's Hanbok Video Shines on Global Billboards

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A video capturing actor Park Bo-gum during a photo shoot is set to be released on the 6th, displayed on electronic billboards in major cities around the world. These locations include Myeongdong Shinsegae Square in Seoul, New York’s Times Square, Paris, Milan, and Tokyo. The campaign aims to highlight cultural elements of South Korea through modern and traditional expressions.


This initiative is part of the ‘2025 Hanbok Field Hallyu (Korean Wave) Linked Collaborative Content’ project, known as ‘Hanbok Wave.’ Organized by the Ministry of Culture, Sports and Tourism in partnership with the Korea Craft & Design Foundation, the project seeks to celebrate Chuseok, a traditional Korean harvest festival. By integrating cultural heritage with contemporary media, the project highlights the significance of hanbok and its role in the global Korean Wave.


The ‘Hanbok Wave’ project is designed to bring together Hallyu artists and the hanbok industry to promote the traditional Korean attire on an international scale. It also supports local hanbok brands in expanding their reach beyond South Korea. This effort not only showcases the beauty and versatility of hanbok but also fosters cross-cultural understanding through fashion and media.

The project has seen participation from notable figures in recent years. In the previous year, actor Kim Tae-ri was featured, followed by actress Suzy in 2023. In 2022, former figure skating Olympic gold medalist Kim Yuna took part in the initiative. Each year, the project selects influential individuals who can help bridge the gap between traditional culture and modern global audiences.

Key Elements of the Hanbok Wave Project

  • Cultural Promotion: The project emphasizes the importance of hanbok as a symbol of Korean heritage, showcasing it in various forms such as fashion, art, and performance.
  • Collaboration with Artists: By involving Hallyu stars, the initiative leverages their popularity to introduce hanbok to a wider audience, especially among younger generations.
  • Support for Local Brands: The project provides a platform for hanbok designers and manufacturers to gain international exposure, helping them establish a presence in global markets.
  • Festival Celebration: The timing of the project aligns with Chuseok, reinforcing the connection between traditional customs and modern cultural initiatives.

Global Reach and Impact

The release of Park Bo-gum's video on electronic billboards in major cities underscores the growing influence of the Korean Wave on a global scale. These high-traffic areas serve as powerful platforms to capture public attention and generate interest in hanbok. The visual impact of the campaign is further enhanced by the use of digital screens, which allow for dynamic and engaging content that resonates with diverse audiences.

The collaboration between government agencies and private organizations demonstrates a unified effort to preserve and promote Korean culture. By combining resources and expertise, these partnerships create opportunities for cultural exchange and economic growth. The success of the Hanbok Wave project could inspire similar initiatives in other countries, encouraging the preservation of traditional attire and practices in the face of globalization.

As the project continues to evolve, it may incorporate new technologies and creative approaches to engage audiences. This could include virtual reality experiences, interactive installations, or social media campaigns that allow people to explore the history and significance of hanbok from anywhere in the world. The goal remains to make hanbok not just a symbol of tradition, but a living, evolving expression of Korean identity.

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