Actor Park Bo-gum is set to introduce the elegance of Korean traditional attire to the world.

On October 6 (local time), Park's Hanbok pictorial will light up the billboards of New York's Times Square, according to Korea's Ministry of Culture, Sports and Tourism. The campaign will also roll out simultaneously at Shinsaegae Square in Seoul's Myeong-dong, Duomo Square in Milan, Shinjuku in Tokyo, and the Citadium Caumartin in Paris.

"This project blends traditional culture with modern style," said cultural policy director Lee Jung-mi. "We hope Park Bo-gum's collaboration with Hanbok will highlight its beauty globally."

The campaign is part of an annual Hanbok promotion led by the ministry, featuring renowned cultural figures. Kim Yuna (2022), Suzy (2023), and Kim Tae-ri (2024) previously fronted the initiative. This year, Park Bo-gum becomes the first male ambassador to highlight the refined charm of men's Hanbok.

Park actively participated in the design process, working with top designers to modernize the traditional look. In the pictorial, he wore diverse designs, from a Hanbok embroidered with hibiscus flowers symbolizing a scholar's dignity (by DaDaDa Hanbok) to a bold reinterpretation of Goguryeo-era garments (by Oneorigin). Other pieces included a style inspired by the rounded sleeves of the Jeogori and pleats of the Cheolik (by Muroot), and another that embodied resilience through motifs from Korean landscape paintings (by Hanbokmoon).

Additional photos and interview footage with Park Bo-gum will be released on October 6 via the ministry's and the Korea Craft & Design Foundation's official social media channels.