Hanbok Wave is an initiative by the Korean government that promotes Hanbok, Korea's national costume, as a symbol of cultural heritage.

Since its launch in 2020, various celebrities and Hanbok designers have showcased Hanbok styles to audiences worldwide.

Park Bo Gum, renowned for wearing Hanbok in the drama “Love in the Moonlight” and for his artistic talents, is the face of the 2025 campaign.

THE CAMPAIGN

Hanbok Wave 2025 includes looks by Dadada Hanbok, Hanbok Moon, Mooroots, and Oneorigin, with accessories from Maison de Yoon, Q Millinery, and Zecraft.

The designs highlight the versatility of Hanbok, featuring a range of pale and deep tones, intricate embroidery, and beautiful textures.

“I sincerely thank the designers, director, and representatives who collaborated with me to create these stunning Hanboks, for incorporating my ideas and crafting such magnificent pieces,” Park said.

The captivating campaign appeared on billboards in major cities like Milan, New York, Paris, Seoul, and Tokyo.