Actor Park Bo-gum is back in the global spotlight, this time as the campaign face of the "2025 Hanbok Wave" project, which honors the eternal beauty of Korea's traditional wear.
As per KBZoom, the Ministry of Culture, Sports and Tourism (MCST) unveiled the campaign photos on October 6 through its official social networking sites.
The campaign, which kicked off ahead of Chuseok, has Park dressed in modern versions of Hanbok designed by four top designers.
The just-out shots feature the actor's composed face and refined wit, which received glowing comments from international fans.
Some netizens couldn't help but be amazed and penned, "Is that really Park Bo-gum? He looks like he just stepped out of a fantasy game," with another comment calling his appearance "a K-pop Demon Hunter come to life."
According to The Chosun Daily, the Hanbok Wave project globalizes traditional fashion by blending cultural narratives with contemporary styles.
Past ambassadors have been Kim Tae-ri in 2024, Suzy in 2023, and Kim Yuna in 2022. Park's involvement is the first for the campaign as he is the first male model to promote Hanbok so globally.
The 2025 series includes partnerships with four major designers, each bringing their own artistic perspectiv.
As reported by KBZoom, the campaign's images were displayed at once in symbolic locations around the globe—Seoul's Myeongdong Shinsegae Square, New York's Times Square, Milan's Piazza Duomo, Tokyo's Shinjuku, and Paris's Citadium Caumartin—promoting Korea's cultural refinement to people all over the world.
The news outlet further reported that Park's image in the campaign "symbolizes subtle masculinity well grounded in Korean tradition, reinvented in a contemporary spirit.
The "2025 Hanbok Wave" videos will keep rolling until October 31 in Seoul and October 12 in Paris, and a complete pictorial will come out in Harper's BAZAAR Korea on October 10.
By taking part in it, Park Bo-gum not only glorifies the timeless beauty of Hanbok but also enhances Korea's cultural influence on the global fashion world.
