The Ministry of Culture, Sports and Tourism (Minister Yu In-chon, MCST) has announced its collaboration with the Korea Craft & Design Foundation (President Jang Dong-gwang, KCDF) for the ‘2025 Hanbok Wave’ project. This initiative aims to widely promote the beauty and value of Hanbok globally, featuring prominent actor Park Bo-gum. Marking its sixth year, the ‘Hanbok Wave’ project pairs Hallyu cultural artists with domestic Hanbok brands to develop Hanbok products and introduce them to the international stage.
From April 15th to May 9th, the MCST will be publicly soliciting four outstanding Hanbok companies to partner with actor Park Bo-gum in planning and developing men's Hanbok designs. This year's project is particularly noteworthy as it shifts focus from the traditional emphasis on women's Hanbok to highlight the versatility and diverse appeal of men's Hanbok on the global platform.
Netflix's [When the Day Breaks] Star, Park Bo-gum, to Lead Hanbok Innovation
Actor Park Bo-gum, who has garnered global acclaim through his recent role in the Netflix drama [When the Day Breaks], has been selected as the Hallyu cultural artist for the ‘2025 Hanbok Wave’. His collaboration with domestic Hanbok brands is anticipated to usher in a new era for Hanbok. Notably, this year marks the first time a male solo cultural artist has been chosen as a partner, signifying a move towards design innovation and market expansion for men's Hanbok. This presents a significant opportunity to showcase the diverse potential of men's Hanbok, which has historically received less attention compared to women's Hanbok, to a global audience.
Call for Creative and Promising Hanbok Enterprises
The public contest is open to small and medium-sized enterprises within the Hanbok industry. Final selections of four companies will be based on various evaluation criteria, including creativity, professionalism, feasibility, and expected impact. The selected companies will be tasked with developing men's Hanbok designs that uniquely reflect the image and symbolism of actor Park Bo-gum. This collaboration is expected to fuse Park Bo-gum's sophisticated and modern image with traditional Hanbok, creating new styles of men's Hanbok that appeal to younger generations and international audiences alike.
Hanbok's Beauty to Grace Major Global Cities
The Hanbok designs developed through this collaboration will be unveiled to the world at the end of this year through prominent billboards in major fashion capitals such as Seoul, New York, Paris, and Milan, as well as in renowned fashion magazines. This initiative aims to transcend the mere promotion of traditional Korean attire, blending its beauty with contemporary design and the image of a Hallyu star to inject fresh inspiration into the global fashion market. It is particularly expected to increase interest in Hanbok among younger generations and significantly expand the global recognition of Hanbok.
MCST: "Hopes Hanbok Will Become a Captivating Content Beyond a Representative Cultural Heritage"
Lee Jung-woo, Director of the Cultural and Arts Policy Office at the MCST, stated, “With the recent global spread of K-content, interest in Hanbok is also increasing, and the reactions from overseas fans who have encountered Hanbok through dramas, entertainment programs, and international events have been enthusiastic.” He further emphasized, “Through content that harmoniously blends the traditional beauty and modern sensibility of Hanbok with Hallyu cultural artists, we hope that Hanbok will be recognized by people worldwide not only as a representative cultural heritage of Korea but also as a captivating content that everyone can enjoy.”
The ‘2025 Hanbok Wave’ project is anticipated to serve as a significant opportunity to convey the depth and beauty of Korean culture to the world, extending beyond mere fashion promotion. The collaboration between actor Park Bo-gum's influence and the creative prowess of domestic Hanbok brands raises anticipation for the new men's Hanbok designs to captivate global audiences and pave the way for new possibilities in Hanbok culture.
How to Check Detailed Information on the Public Contest
More detailed information regarding this public contest can be found on the official websites of the Ministry of Culture, Sports and Tourism (www.mcst.go.kr) and the Korea Craft & Design Foundation (www.kcdf.or.kr). We look forward to the active participation of capable Hanbok enterprises aiming to contribute to the globalization of Hanbok.
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