Park Bo Gum, the Korea Tourism ambassador for 2025, is taking on another special role as the new face of the 2025 Hanbok Wave. The new face of Korean Tourism 2025, the multi-talented actor Park Bo Gum carries a simple yet powerful mission: bringing the stunning beauty and timeless elegance of hanbok from the heart of Seoul to the world, while also helping talented Korean designers reach an international audience. This aligns with the Korean government’s special campaign to celebrate this year’s Chuseok, “Wear Hanbok for Chuseok.”
Park Bo Gum Leads the Beauty of Hanbok Wave 2025
2025 Chuseok in Hanbok: A Tradition Reborn
In September 2025, the Korean government launched a special project, “Wear Hanbok for Chuseok.” As Korea’s major harvest festival, Chuseok offers the best time to share food and traditions with family and friends. To celebrate, the Korean Ministry of Culture, Sports, and Tourism (MCST) invites everyone to take it a step further this year.
This initiative encourages people to wear hanbok, reviving the old ‘Chuseokbim’ custom of wearing new clothes during this joyful season. This effort is part of the Ministry’s mission to help people “naturally enjoy tradition in their daily lives.” It aims to show that hanbok is more than just ceremonial clothing—it can be both a treasured piece of history and a fashionable choice, blending Korea’s rich heritage with modern style.
This Chuseok, you can see hanbok not only at home but also on the streets, at festivals, and on social media. Various events brought the tradition to life, from hanbok swap markets in Seoul to popular online photo contests, such as “Chuseokbim of the Year,” which drew entries from both locals and tourists. Even local mascots, such as Seoul’s Haechi and Busan’s Bugi, were spotted wearing festive hanboks. This creative approach is helping to keep the tradition alive and growing.
Park Bo Gum, the New Face for the 2025 Hanbok Wave
Running alongside the Chuseok campaign, the Hanbok Wave takes hanbok global. Since 2021, the Ministry has paired top Korean celebrities—including Kim Yuna, Brave Girls, DKB, Kim Tae-ri, and Suzy—with leading hanbok designers to create fresh designs for traditional Korean attire and promote them.
This year, Park Bo Gum, one of Korea’s most beloved actors, is the new face of the 2025 Hanbok Wave. For the hanbok campaign, he models four stunning hanbok designs created by new Korean designers.
They are Dadada Hanbok (Ma Soo Jin), Moo Roots (Kang Na Rae), oneorigin (Kim Sung Min), and Hanbok Moon (Hwang Sun Tae). And each piece is inspired by his image, blending classic charm with a modern vibe.
Hanbok Goes Global: From Seoul to New York City
Park Bo Gum’s hanbok campaign is making waves beyond Korea!
This Chuseok, his photos will be everywhere. From Seoul to New York’s Times Square. They will even appear in Milan, Paris, and Tokyo. These giant billboards share the beauty of hanbok. They connect people with Korean culture worldwide.
But it’s about more than just big screens. You will see Park Bo Gum’s diverse looks, featuring various hanboks that range from classic robes to modern styles. The campaign also has a special magazine feature. Harper’s Bazaar Korea shows over 40 pages of his looks.
It’s a perfect mix. Big city screens share a grand vision. The magazine reveals the beautiful details. Together, they share Korean culture with heart. They invite everyone to see its true artistry.
Public Reaction: Buzz, Pride, and Love
The photoshoot of Park Bo Gum showed Park in silk, floral, and flowing hanbok outfits that balanced elegance with contemporary style. The photos immediately became a trend, proudly showcasing Korean culture and drawing a wave of praise from fans and fellow artists.
The excitement reached a fever pitch when BTS’s V liked all his photos and even left a red heart emoji on one of them. Fans celebrated their friendship and the support between two major Hallyu icons.
While fans called his hanbok style “stunning” and “inspiring” for how he made traditional attire feel elegant, Harper’s Bazaar praised Park’s look as embodying the coexistence of Korean elegance and strength.
Join the Hanbok Wave This Chuseok
Hanbok isn’t just a relic from the past. It’s alive and evolving. Now, it travels the world with style.
From festivals at home to screens abroad. A new wave is building. It links Korea’s heritage with Hallyu. This is the Hanbok Wave, where tradition and modern style meet.
But this wave is not just for watching. It’s an invitation to you to explore the hanbok. What part of hanbok culture excites you most? The amazing colors, the history, or the unique feel?
This year, you can make your Chuseok stand out with the arrival of the Hanbok Wave. The only question left is, will you ride it?
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