The Hallyu Collaborative Content Planning and Development (Hanbok Wave) is a project promoted by the Ministry of Culture, Sports and Tourism and the Korea Craft and Design Foundation to create hanbok products that can enter the global market and create new values for the Hallyu, by meeting between a hanbok company with potential and technological prowess and a Hallyu cultural artist.
This year, in its second year of Hanbok Wave, the K-pop girls’ group 'Brave Girls' and a newly debuted boy band 'DKB' participated together as Hallyu cultural artists. They play a major role in promoting the charm and value of hanbok on the world stage and creating a new wave of Hallyu by working together in the entire business process, including planning and designing product development, and digital fashion shows and photo shoots.
Participating companies include ▲ KIMHYESOON HANBOK, ▲ Ccomaque by Dolsilnai, ▲ Danha, ▲ LIVE DAMYEON, ▲ LEESLE, ▲ Morinori, ▲ GUIROE, ▲ C-ZANN E, ▲ Tchai Kim , ▲ HAEMI by Saimdang, representatives of traditional and modern hanbok companies were selected, and a total of 70 outfits of various hanboks that reinterpret traditional beauty from a modern perspective were developed.
In addition, ‘ROZY’, Korea's first and highest-profile virtual model, also participated in the project, presenting 10 hanbok pictorials featuring the model's unique healthy charm, promoting the hidden attractiveness of hanbok and helping to enter overseas markets.