Stray Kids’ Felix to become face of hanbok’s modern redesign
Traditional attire has long wrestled with a stiff, museum-piece reputation, but Korea's cultural policy officials are betting that a dose of high-octane K-pop stardom can turn centuries-old garments into the next global streetwear trend. This week, the Ministry of Culture, Sports and Tourism said that Felix, the deep-voiced, ethereal member of the chart-topping boy band Stray Kids, has been officially crowned as the face of the "2026 Hanbok Wave." The annual initiative pairs contemporary design houses with top-tier Korean wave luminaries to aggressively rebrand the hanbok — Korea’s traditional dress — for a modern, international audience. Now in its seventh year, the campaign boasts an enviable roster of past muses, including figure skating legend Kim Yuna and screen stars Suzy, Kim Tae-ri and Park Bo-gum. But selecting Felix marks a sharp, tactical pivot toward the hyper-globalized Gen Z fandom. Stray Kids commands a massive, intensely loyal international following, making their front man the perfect vessel to break through Western fashion barriers. The government is launching a
Jun 17, 2026By Lee Kyung-min
