Suzy in hanbok to light up Times Square on Christmas Eve

A speical video featuring actor Suzy in hanbok (traditional Korean clothing) will be screened at New York's iconic Times Square on Dec. 24-25. Courtesy of Ministry of Culture, Sports and Tourism

Actor Suzy will bring the beauty of "hanbok" (traditional Korean clothing) with a modern twist to the bustling streets of New York City.

The Ministry of Culture, Sports and Tourism, in partnership with the Korea Craft & Design Foundation (KCDF), will reveal a special hanbok video featuring Suzy, displayed on the digital billboards of New York City's iconic Times Square on Dec. 24 t0 25 to promote traditional Korean dress as well as "hallyu" (the Korean wave).

This initiative is part of the 2023 hallyu-related collaborative content planning and development project, which aims to showcase hanbok's charm to both local and global audiences.

In an effort to combine the timeless allure of hanbok with modern aesthetics, the ministry has joined hands with six Korean small and medium-sized enterprises (SMEs) specializing in hanbok. This year's collaborators include Songhwa by Jeong, OUWR, Yuhyunhwa Hanbok, Tchai Kim, Happly and Hanbokmoon, selected through a public contest. These designers have blended traditional hanbok elements with contemporary designs, taking inspiration from Suzy's unique style and charisma.

The highlight of this campaign is the screening of Suzy's hanbok video at the world's premium and iconic advertising space: the digital billboards on Times Square. The video will be screened from Dec. 24 at 6 a.m. to Dec. 25 at 2 a.m. and this time of year is one of the busiest for the venue. It is expected to captivate passersby with its stunning display of hanbok's elegance and versatility.

Following its Times Square debut, the video will be available on the KCDF's YouTube channel on Dec. 26.

The video featuring actor Suzy in hanbok will be available on the Korea Craft & Design Foundation's YouTube channel from Dec. 26. Courtesy of Ministry of Culture, Sports and Tourism

In addition, a special hanbok photoshoot featuring Suzy has graced the cover of the January issue of Elle Korea, further elevating the project's visibility. The spread includes 12 photographs of Suzy in various newly designed hanboks for her that highlight the elegance and contemporary appeal of hanbok, alongside Suzy's enchanting presence.

The hanbok designs developed for this project will be showcased on the Hanbok Wave website, starting Dec. 26. These designs will also be featured in upcoming hanbok-related exhibitions and fashion shows next year, including the Newtro Festival in February and Hanbok Culture Week in October.

Jung Hyang-mi, director of the Culture Policy Bureau at the ministry, expressed high hopes for this initiative.

"By introducing hanbok, which adds to the charm of hallyu celebrities to the unique beauty of hanbok, we expect to promote hanbok at home and abroad and confirm the beauty of hanbok once again," Jung said in a press release.

"We will continue to put our efforts to develop the hanbok industry and spread hanbok culture by supporting the development of various products by SMEs."