Stray Kids Felix Named Global Model for “2026 HanbokWave”

An aesthetics that breaks boundaries, “Hanbok” chooses the face of an era

Felix of the K-pop group “Stray Kids,” standing at the center of global pop culture, steps forward as a cultural messenger bringing the beauty of Korea’s traditional attire to the world. The Ministry of Culture, Sports and Tourism said on the 17th that, together with the Korea Craft & Design Culture Promotion Institute, it selected him as a K-culture arts and culture figure for the “2026 HanbokWave” project. The move is read not merely as an appointment of a promotional ambassador, but as a new socio-cultural phenomenon where the explosive momentum of K-pop intersects with the dignified stillness of traditional culture. “Felix” plans to collaborate with five promising domestic Hanbok brands to reinterpret the unique lines and the beauty of negative space of “Hanbok” through a modern, original sensibility and present them on the global stage.

Cultural capital in the hyperconnected era, crossing fashion’s sacred ground

Now in its seventh year, “HanbokWave” is a key cultural export project that expands the scope of tradition through icons of popular culture and promotes overseas forays by capable domestic brands. The event, which has been attended by some of today’s most influential figures such as Kim Yuna, Suzy, Kim Tae-ri, and Park Bo-gum, has now passed the baton to “Felix,” who leads a global fandom, setting a new turning point for the globalization of “Hanbok.”

In step with this, the Ministry of Culture, Sports and Tourism will open a call for small and medium-sized enterprises until the 10th to help “Felix” weave a new narrative for “Hanbok.” After exploring multiple depths such as creativity, implementability, and ripple effects, the final five companies will be selected. They will develop customized designs that reflect “Felix’s” signature genderless, stylish mask look and global symbolism.

The “Hanbok” collection that emerges from this will be set to adorn billboard screens in global fashion power centers including New York, Paris, and Milan, starting with Seoul. It marks the moment when traditional clothing pushes into everyday life of citizens around the world through the digital canvas of the hyperconnected era. Details about the call can be checked on the websites of the Ministry of Culture, Sports and Tourism (www.mcst.go.kr) and the Korea Craft & Design Culture Promotion Institute (www.kcdf.or.kr).