Stray Kids' Felix was officially chosen as the face of the '2026 Hanbok Wave' project announced by the South Korean Ministry of Culture, Sports and Tourism on June 17, 2026. This project aims to promote the beauty of hanbok, traditional Korean clothing, to the world by involving Hallyu artists.
The 'Hanbok Wave' project is now in its seventh year and has partnered with various Hallyu artists to showcase the elegance of hanbok. Previous artists involved in the campaign include Kim Yuna, Suzy, Kim Tae Ri, and Park Bo Gum.
Through his involvement, Felix hopes to introduce hanbok in an engaging and modern way. In the '2026 Hanbok Wave' project, Felix will collaborate with five local hanbok brands to highlight the elegance and sophistication of this traditional garment.
Applications for participation in the project are open until July 10 for small and medium-sized enterprises, with selected companies developing 10 hanbok designs that reflect Felix's image and symbolic characteristics.
The resulting hanbok designs will be featured in fashion photoshoots and promotional content both domestically and internationally. They will also be showcased on billboards in major cities such as Seoul, New York, Paris, and Milan.
Jeong Hyang Mi, Director General of Cultural and Arts Policy at the Ministry of Culture, Sports, and Tourism, said, “This project with Felix will be a catalyst for making hanbok a ‘interesting content that fans want to wear’ among fans worldwide.”
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