NEW YORK — On October 6, Korean actor Park Bogum lit up some of the world’s most iconic cityscapes as part of a global campaign to promote hanbok, Korea’s traditional attire.

Digital billboards in New York’s Times Square, Milan’s Piazza del Duomo, and Tokyo’s Shinjuku district simultaneously featured Park in traditional dress. In Paris, the video will be displayed at Citadium Caumartin from October 6 to 12.

The campaign, provided by Korea’s Ministry of Culture, Sports and Tourism, is designed to introduce the beauty of hanbok to global audiences by pairing it with the international popularity of Park Bo-gum, one of Korea’s most recognizable stars.

[Photo courtesy of the Ministry of Culture, Sports and Tourism]

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