Actor Park Bo-gum has once again enchanted global audiences this time dressed in Hanbok, Korea’s traditional attire, for the “2025 Hanbok Wave” campaign.

The Ministry of Culture, Sports and Tourism (MCST) unveiled new images of Park Bo-gum on October 6 through its official social media accounts, celebrating Chuseok with a special Hanbok photo series created in collaboration with four prominent designers.

Park Bo-gum Hanbok Waveperson' '' 'anbok' 'hat' 'white' 'branch.
Park Bo-gum Hanbok Waveperson' 'man' 'archery' 'hanbok' 'gloves.
Park Bo-gum Hanbok Waveperson' 'sitting' 'hanbok' 'butterfly' 'painting.

“Is that really Park Bo-gum? He looks like he just stepped out of a fantasy game,” fans commented, comparing his visuals to a “K-pop Demon Hunter” character.

The Hanbok Wave project brings together renowned Hanbok designers and Korean cultural icons to reinvent traditional attire for a modern, global audience.

Past campaigns have featured Kim Tae-ri (2024), Suzy (2023), and Kim Yuna (2022) but 2025 marks the first time a male model has led the project, highlighting the elegance and strength of men’s Hanbok through Park Bo-gum’s image.

Park Bo-gum Hanbok Waveperson' 'suit' 'formal' 'male' 'stylish.
Park Bo-gum Hanbok Waveperson' 'man' '' 'anbok' 'lotus' 'traditional.
Park Bo-gum Hanbok Wavepeople' '' 'orean' 'hanbok' 'fan' 'brushstroke.
Park Bo-gum Hanbok Waveperson' 'man' 'hanbok' 'mask' 'portrait.
Park Bo-gum Hanbok Waveperson' '' 'orean' '' 'anbok' 'feather' 'headdress' 'traditional' 'elegance.

Participating designers include:

  • DADADAHANBOK (Ma Soo-jin) – embroidered hibiscus motifs symbolizing dignity and grace.
  • MUREUT (Kang Na-rae) – curved sleeves and pleated details inspired by cheollik, traditional court attire.
  • ONEORIGIN (Kim Sung-min) – modern reinterpretation of Goguryeo-era robes.
  • HANBOKMOON (Hwang Sun-tae) – designs inspired by traditional landscape paintings.

Park Bo-gum’s Hanbok pictorial merges traditional symbolism with modern aesthetics, presenting a fresh, minimalist interpretation of Korean identity.

The campaign’s videos and photos were simultaneously displayed on billboards across major cities, including: Seoul (Shinsegae Square, Myeongdong), New York (Times Square), Milan (Piazza Duomo), Tokyo (Shinjuku), Paris (Citadium Caumartin).

Park Bo-gum Hanbok Wavepeople' '' 'orean' 'attire' 'artistic' 'modern' '' 'anbok' 'vase.
Park Bo-gum Hanbok Waveperson' '' 'at' '' 'lower' '' 'anbok' '' 'onochrome.

These large-scale showcases captivated international audiences, drawing praise for combining Korean tradition with global fashion sensibility.

The videos featuring Park Bo-gum will run until October 31 in Seoul and October 12 in Paris.

Through this collaboration, Park Bo-gum embodies a refined masculinity rooted in Korean heritage, redefining how traditional fashion can resonate with younger, global audiences.

The full pictorial will be published as a special edition of Harper’s BAZAAR Korea on October 10, offering fans an in-depth look at the campaign’s artistry.

Sources: Daum