The Ministry of Culture, Sports, and Tourism announced on June 17 that Stray Kids member Felix will serve as the Hallyu artist for the 2026 Hanbok Wave project. The seventh-year campaign aims to promote traditional Korean clothing worldwide through collaborations with popular artists.
According to the ministry and the Korea Craft and Design Foundation, Felix will work with five domestic hanbok brands. The selected companies are expected to create ten designs each inspired by the idol's image.
Applications for small and medium-sized enterprises remain open until July 10. The resulting hanbok will appear in fashion pictorials and promotional materials displayed on billboards in Seoul, New York, Paris, and Milan.
Jeong Hyang Mi, Director-General of Culture and Arts Policy, stated that the project will help establish hanbok as attractive content fans worldwide want to wear. Past ambassadors include Kim Yuna, Suzy, Kim Tae Ri, and Park Bo Gum.
