On Chuseok day, Park Bo-gum brings traditional Korean elegance to the heart of New York City as his hanbok pictorial video takes over Times Square’s iconic billboards.
The campaign, part of the Hanbok Wave project led by the Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation, marks Park Bo-gum’s debut as the project’s first male model.
Starting October 6, the video will not only be showcased in New York’s Times Square, but also across global hotspots including Myeongdong’s Shinsegae Square in Seoul, Duomo Square in Milan, Shinjuku in Tokyo, and Citadium Caumartin in Paris.
“The collaboration merges the graceful lines of traditional hanbok with modern silhouettes, highlighting hanbok’s timeless beauty on an international stage,” organizers explained.
Park Bo-gum teamed up with four Korean hanbok brands selected through a national contest. Previous ambassadors for Hanbok Wave included Kim Yuna, Suzy, and Kim Tae-ri.
Beyond outdoor screens, the project extends into online campaigns with photo shoots and interview videos released through official SNS channels. From November 15, 2025 to February 11, 2026, an exhibition titled The Lines of Grace, The Dignity of Form will be held at Culture Station Seoul 284, showcasing actual hanbok pieces featured in the campaign.
Additionally, a special pictorial book will be published in collaboration with Harper’s Bazaar Korea on October 10.
The actor, already drawing attention with hanbok selfies shared on his social media, also joins Korea’s overseas tourism campaign. His understated styling and dignified mood have been praised as a perfect harmony of modern star power and traditional Korean aesthetics.
From Chuseok billboards to city exhibitions and glossy magazines, Park Bo-gum’s global hanbok spotlight symbolizes a new wave of cultural promotion, illuminating hanbok on the world stage.
Sources: Daum
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