Stray Kids’ Felix Named Face of Korea’s 2026 Hanbok Campaign

Stray Kids’ Felix became the official face of South Korea’s 2026 Hanbok Wave campaign, a government-backed initiative that promotes the elegance of traditional Korean clothing to global audiences.

On June 17, South Korea’s Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation announced Felix’s selection, naming him this year’s featured Hallyu artist for the project.

Continuing Hanbok Wave’s Global Mission

Now in its seventh year, the Hanbok Wave program collaborates with prominent Korean celebrities to modernize and globalize hanbok while supporting local fashion brands seeking international recognition.

Past ambassadors have included some of Korea’s most recognizable stars, including:

• Park Bo-gum (2025)
• Kim Tae-ri (2024)
• Bae Suzy (2023)
• Kim Yuna (2022)

With Felix joining the project, organizers hope to further expand hanbok’s appeal among younger international audiences and K-pop fans.

Five Hanbok Brands to Collaborate With Felix

As part of the initiative, five Korean hanbok companies will be selected through a nationwide competition running until July 10.

Participating small and medium-sized fashion businesses will be evaluated based on:

• Creativity
• Professional expertise
• Design feasibility
• Global impact potential

The winning brands will develop original hanbok designs inspired by Felix’s image, artistic identity, and global influence.

Hanbok Designs Headed for Major Global Cities

The completed designs will be showcased through promotional campaigns across some of the world’s most prominent fashion and cultural capitals.

Organizers plan to feature the hanbok collections through large-scale advertising displays and promotional content in cities including:

• Seoul
• New York City
• Paris
• Milan

The campaign aims to blend traditional Korean aesthetics with modern global fashion trends while highlighting hanbok as a living cultural art form.

Why Felix Was Chosen

Felix has become one of K-pop’s most recognizable international stars thanks to his work with Stray Kids and his strong global fanbase.

Known for his distinctive visuals, fashion influence, and international appeal, Felix has frequently appeared in luxury brand campaigns and major fashion events, making him a natural choice to represent Korean heritage on a worldwide stage.

Felix’s participation will draw significant international attention to the project, especially among younger consumers discovering hanbok for the first time through K-pop.”

Bringing Traditional Korean Fashion to a New Generation

The Hanbok Wave campaign has become one of South Korea’s most successful cultural export initiatives, using the global popularity of Korean entertainment to introduce traditional fashion to new audiences.

With Felix now leading the 2026 edition, the project is poised to further strengthen the connection between K-pop and Korean cultural heritage.

As the selected designers begin creating custom hanbok inspired by the Stray Kids star, fans around the world can look forward to seeing how traditional craftsmanship and modern celebrity influence come together to showcase Korea’s iconic national attire.