Actor Park Bo-gum of the hit Netflix series "When Life Gives You Tangerines" will promote Hanbok (traditional clothing) this year as a model for Hallyu culture and art of the "2025 Hanbok Wave" campaign. (KBS' official Facebook page)

By Aisylu Akhmetzianova

Actor Park Bo-gum from the hit Netflix series "When Life Gives You Tangerines" will promote to the world the classic beauty and elegance of Hanbok (traditional clothing) as the first male model of the "Hanbok Wave" campaign.

The Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation on April 15 said Park was named artist for Hallyu (Korean Wave) culture and art for this year's project to promote Hanbok through four domestic brands.

Marking its sixth year, the project previously used female celebrities as models such as 2010 Olympic figure skating champion Kim Yu-na (2022), singer-actor Suzy (2023) and actor Kim Tae-Ri (2024). The selection of the venture's first male model Park seeks to emphasize the expandability and diversity of Hanbok.

Through May 9, the ministry will recruit makers to design traditional Hanbok for men that reflects Park's image and likeness. Four companies will be chosen from small and medium companies in the sector through assessments of creativity, know-how, feasibility and expected effects.

The outfits made by the selected brands will be displayed on billboards and popular fashion magazines in leading global cities such as Seoul, New York, Paris and Milan.

aisylu@korea.kr