Stray Kids' Felix has been officially selected as the Hallyu artist representative for the "Hanbok Wave 2026" project. The announcement was made directly by the South Korean Ministry of Culture, Sports, and Tourism in conjunction with the Korea Crafts and Design Foundation on Wednesday (June 17, 2026).
Entering its seventh year, the "Hanbok Wave" campaign consistently collaborates with renowned Hallyu artists to showcase and promote the beauty of Korean traditional clothing, Hanbok, to the global stage.
With this appointment, Felix follows in the footsteps of a number of influential public figures who have previously been the faces of similar campaigns, such as Olympic figure skating champion Kim Yuna, Bae Suzy, Kim Tae Ri, and Park Bo Gum.
As part of the "Hanbok Wave 2026" project, Felix will collaborate with five domestic Hanbok brands to highlight the elegance of the traditional clothing design.
The government has opened registration for Small and Medium Enterprises (SMEs) interested in participating in this project until July 10, 2026. Five selected companies will each be tasked with developing 10 Hanbok designs that specifically represent Felix's image and symbolic characteristics.
The hanbok designs will then be featured in various fashion photoshoots and promotional content, both domestically and internationally. Furthermore, these creations will be widely exhibited on digital billboards in global fashion capitals 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 of South Korea, has high hopes for this year's project. "This project with Felix will be a catalyst to establish Hanbok as 'interesting content you want to wear' among fans worldwide," he emphasized.
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