Boy band Stray Kids' Felix to promote Korea's traditional clothing as 'Hanbok Wave' ambassador

Boy band Stray Kids’ Felix, alongside five local clothing brands, will help to promote hanbok (traditional Korean attire) to a global audience, the Ministry of Culture, Sports and Tourism announced on Wednesday.

The Culture Ministry announced Felix as the ambassador for this year’s “Hanbok Wave,” which is co-organized by the ministry and the Korea Craft & Design Foundation. The annual program, now in its seventh edition, supports local hanbok designers and promotes their products through a prominent Korean figure. 

Previous ambassadors include figure skater Kim Yuna, singer and actor Suzy, actor Kim Tae-ri and actor Park Bo-gum.

Hanbok brands interested in participating in the program may apply through July 10.

A total of five brands will be chosen, and each will create 10 hanbok designs that reflect Felix’s image and artistic identity.

The hanbok will then be featured in photo shoots and displayed on digital billboards in major cities around the world, such as Seoul, New York, Paris and Milan.

“As K-content continues to expand its global reach, international interest in hanbok has never been stronger,” said the head of the Culture and Arts Policy Office under the Culture Ministry.

“We hope that this project with Felix will serve as a catalyst for establishing hanbok as an appealing [fashion] that fans around the world, including in North America and Europe, want to wear.”

BY KIM JI-YE [[email protected]]