Stray Kids' Felix to front 2026 Hanbok Wave on billboards in New York and Paris
Felix of Stray Kids will become the face of 2026 Hanbok Wave, working with five Korean hanbok brands on 50 new designs. The campaign is set to appear in pictorials, videos and billboards in cities including Seoul, New York, Paris and Milan.
Stray Kids' Felix will step forward as the face of 2026 Hanbok Wave. Five domestic hanbok brands will develop 50 new pieces of hanbok together with Felix, and the completed results are scheduled to be revealed through pictorials, videos, and domestic and international digital billboards.
Now in its 7th year, Hanbok Wave is a collaborative project that connects hanbok with popular culture content rather than confining it to traditional attire. By having K-pop stars appear on screens in global cities wearing hanbok, the project targets both hanbok brands and overseas fandoms.
5 brands to develop 50 pieces of hanbok
2026 Hanbok Wave is promoted by the Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation. Each brand will develop 10 pieces of hanbok reflecting Felix's image and atmosphere, totaling 50 pieces.
The call for participating brands will take place from June 17 to July 10. The target is small and medium-sized enterprises in the hanbok field. Final companies will be selected based on criteria such as expertise, differentiation, actual production feasibility, and the power to reach the public.
Felix follows Yuna Kim, Suzy, Kim Tae-ri, and Park Bo-gum
Hanbok Wave has broadened the ways hanbok is used and seen by putting forward faces familiar to the public. Yuna Kim participated in 2022, Suzy in 2023, Kim Tae-ri in 2024, and Park Bo-gum in 2025, while Brave Girls and DKB also appeared in previous projects.
With Felix joining this year, a K-pop artist is once again at the forefront. Stray Kids has a massive overseas fandom, and Felix is a member with high recognition even within the team due to his deep tone and distinct visuals. The hanbok worn by Felix could reach international audiences first through the K-pop fandom.
Scheduled for display on billboards in Seoul, New York, Paris, and Milan
The completed hanbok will be released through fashion pictorials and domestic and international promotional content. The results are also scheduled to be displayed on digital billboards in major cities such as Seoul, New York, Paris, and Milan. The business structure, where hanbok companies create actual products and expand them through pictorials, videos, exhibitions, and billboard broadcasts, will continue.
Some parts are not yet finalized. It will be confirmed after the application period ends which five brands will be selected, what colors and silhouettes Felix's image will be implemented in, and when the actual release schedule will be set. The selection results will be available after July 10.
