Felix, a prominent member of the South Korean music group Stray Kids, has been selected to lead an international campaign promoting traditional Korean attire. The Ministry of Culture, Sports and Tourism confirmed on Wednesday that the artist will front the latest iteration of the government-backed «Hanbok Wave» initiative.
Now entering its seventh consecutive year the cultural programme collaborates with five small and medium-sized manufacturers to create bespoke traditional garments for high-profile celebrities. The core aim is to showcase the unique aesthetics of the hanbok to a widespread international audience.
As part of the upcoming promotional drive striking images of Felix modelling the custom clothing will be displayed on prominent billboards across major global fashion and cultural hubs. The extensive advertising campaign will feature prominently in cities including Seoul, New York, Paris and Milan.
By stepping into this ambassadorial role the singer joins a highly distinguished list of previous campaign stars. He follows in the footsteps of celebrated actors Park Bogum, Kim Taeri and Suzy alongside Olympic figure skating champion Kim Yuna.
Historic festival dominance
Away from his newly announced fashion commitments Felix and his Stray Kids bandmates continue to dominate the global live music circuit. The hugely popular act recently took to the stage as one of the main headliners at The Governors Ball Music Festival 2026 in New York last week.
Their historic run of high-profile festival appearances is set to continue later this year. This September the band will travel to Brazil to headline the legendary Rock in Rio event. This highly anticipated performance will mark a major industry milestone as Stray Kids become the first K-pop group to ever top the bill at the iconic South American music festival.
