Seoul, December 18, 2024 — Actress Kim Tae-ri, celebrated for her commanding presence on screen, is stepping into a new role: a cultural ambassador for hanbok, Korea’s traditional attire. Through a global campaign spanning New York’s Times Square, Paris’ Citadium, and an upcoming exhibition in Seoul, Kim Tae-ri aims to share the elegance and timeless beauty of hanbok with the world.
The initiative is part of the “Hanbok Wave Project,” spearheaded by the Ministry of Culture, Sports and Tourism in collaboration with the Korea Craft & Design Foundation. This campaign, which pairs traditional hanbok craftsmanship with modern design sensibilities, underscores Korea’s commitment to promoting its cultural heritage internationally. Kim Tae-ri follows in the footsteps of previous ambassadors like actress Suzy (2023) and figure skating icon Kim Yuna (2022), whose participation helped capture the global spotlight.
At the heart of this year’s project is a collaboration between Kim Tae-ri and leading hanbok designers, including Hwang Yi-seul of Leesle and Shin Jun-young of Shinseoul, among others. Together, they have reimagined hanbok by blending traditional craftsmanship with contemporary aesthetics, creating designs that resonate with modern audiences while honoring its historical roots. The results—graceful silhouettes and vibrant interpretations—will be unveiled in the January 2025 issue of Marie Claire Korea, available on December 21.
The campaign doesn’t stop at glossy pages. Starting December 23, a dynamic visual presentation of Kim Tae-ri in hanbok will light up the massive screens of Paris’ Citadium Caumartin, followed by New York’s iconic Times Square on December 24. These venues, known for showcasing global brands and cultural moments, signify hanbok’s growing recognition as not just a garment but a symbol of Korea’s cultural identity.
Back in Korea, the campaign reaches domestic audiences and international visitors alike. From December 23 to 31, the National Museum of Korean Contemporary History will feature the hanbok visuals on its K-Culture Screen, offering a glimpse into the evolving beauty of Korea’s traditional wear.
For those eager to experience the artistry firsthand, the designs will be showcased at the upcoming exhibition Lines of Elegance, Weaves of Dignity at Culture Station Seoul 284. Running from January 15 to February 11, 2025, the exhibition highlights hanbok’s journey from its origins to its contemporary reinterpretations. The venue itself holds symbolic weight: Culture Station Seoul 284, a historical landmark, served as a filming location for Kim Tae-ri’s drama Jeongnyeon, further linking her artistic career with this cultural endeavor.
While hanbok remains a deeply rooted symbol of Korean tradition, it is also enjoying a renaissance as designers adapt it for contemporary fashion. Hwang Yi-seul, one of the project’s participating designers, emphasized the importance of blending old and new. “Hanbok is more than attire; it’s a legacy. We want to show the world that it can be timeless, versatile, and relevant to today’s global fashion landscape,” she shared in a recent interview.
This fusion of tradition and modernity speaks to broader global trends where heritage and fashion intersect. By positioning hanbok alongside global luxury brands on platforms like Times Square and Paris’ Citadium, Korea is not only promoting its cultural craftsmanship but also leveraging it as a form of cultural diplomacy. Experts see this as part of a larger strategy to expand Hallyu, the Korean Wave, beyond music and entertainment to art, design, and heritage.
The Hanbok Wave Project’s success over the years highlights growing international curiosity about Korea’s cultural identity. Campaigns featuring Kim Yuna and Suzy have proven that hanbok resonates with global audiences, sparking interest in its historical significance and contemporary relevance. Kim Tae-ri’s participation builds on this momentum, offering fresh visuals and a modern perspective that appeal to younger generations and fashion enthusiasts worldwide.
As 2025 approaches, the exhibition and campaigns will undoubtedly inspire further appreciation for hanbok—not only as a garment but as a storytelling medium that connects Korea’s past, present, and future. For Kim Tae-ri, whose career has spanned roles embodying tradition and innovation, this project is a fitting extension of her artistic journey.
With the vibrant visuals set to illuminate global cities and hanbok designs ready to take center stage in Seoul, the message is clear: Korea’s cultural heritage, embodied in hanbok, is as enduring as it is dynamic.
