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Actor Park Bo-gum has been selected as the first male model for the Ministry of Culture, Sports and Tourism’s “Hanbok Wave” project, which promotes the elegance of traditional Korean attire to global audiences.

The ministry and the Korea Craft & Design Foundation announced on April 15 that Park will represent the 2025 Hanbok Wave initiative as a Hallyu cultural ambassador. He will collaborate with four domestic hanbok brands to showcase the sophistication and charm of hanbok.

Now in its sixth year, the Hanbok Wave project partners with Korean cultural figures to promote hanbok internationally and support promising local hanbok brands in expanding overseas. Past ambassadors include actress Kim Tae-ri (2024), singer-actress Suzy (2023), and former figure skater Kim Yuna (2022).

Small and medium-sized enterprises in the hanbok sector are invited to apply for the campaign through May 9. Four brands will be selected based on creativity, expertise, feasibility, and promotional potential. Each selected brand will develop designs that reflect Park Bo-gum’s image and symbolic presence.

The final designs will be unveiled on digital billboards and in top fashion magazines in major cities such as Seoul, New York, Paris, and Milan.