Over the past several years, Hallyu has become one of the most effective tools helping South кσяєα promote its national image and culture to the world. A representative example of this strategy is the widespread recognition of Hanbok among global fans. Once mainly αѕѕociated with ceremonial occasions or historical settings, this traditional attire is now widely recognized around the world through music stages, television programs, and online content.

Most recently, figure skater Lee Hae-in, after finishing in the Top 10 at the 2026 Winter Olympics, performed at the gala wearing a black Gat and Hanbok to the OST of K-pop Demon Hunters, further imprinting кσяєαn cultural elements in the minds of global au∂ιєnces.

In particular, when discussing Hanbok, BTS is widely considered one of the artists most closely αѕѕociated with the attire, frequently incorporating it into their music and performances. The group once made headlines by featuring Hanbok and various traditional кσяєαn cultural elements in their нιт song Idol, and they have worn hanbok on numerous music shows and special stages. One of the most memorable moments was their 2020 performance for The Tonight Show Starring Jimmy Fallon, which was filmed at Gwanghwamun.

According to Forbes, “Hanbok serves as a visual language that reveals South кσяєα's identity on stage. Moving beyond a simple concept costume, it has established itself as a medium showing the growth and expansion of K-Culture...Specifically, styling is a key element through which artists visually express their identity. While music and performance deliver a message, attire functions as a device that intuitively imprints that message.”

Then, Forbes кσяєα and the global K-pop platform Mnet Plus jointly organized a poll titled “Stars Who Best Suit Hanbok Styling,” in which SUGA overwhelmingly took first place.

In the poll, with a total of 498,686 votes from 14,814 participants, SUGA finished first. Receiving 36.7% of the total votes (182,855 votes), he was the most chosen by fans thanks to his ability to adapt Hanbok into a modern style. He was followed by BOYNEXTDOOR (18.2%), ENHYPEN (15.1%), j-hope (11.2%), and SEVENTEEN (8.3%).

SUGA received the highest praise for the way he presented Hanbok through music releases rich in traditional influence such as Daechwita and Haegeum. In particular, the stage for Haegeum left a strong impression by combining the sounds of traditional instruments with modernized hanbok styling. In addition, the storytelling and cinematic settings used in his music videos further highlighted the rapper’s image in traditional кσяєαn attire.

Meanwhile, Forbes also described him as an "artist among artists". His rap style under the stage name Agust D is characterized by speed, precise diction, and a deep, steady tone. His creativity in blending a modern musical genre with traditional elements is another aspect that has earned high praise from both fans and experts.

At the same time, SUGA is bringing this spirit back together with BTS in the group’s upcoming fifth studio album ARIRANG, set to be released on March 20. The album has been described as a “return to кσяєαn roots that has shaped the world’s biggest pop group,” so traditional elements are naturally expected to play a major role—especially the highly anticipated performance scheduled for March 21 at Gwanghwamun.

On March 10, BigHit Music also announced a collaboration with the National Museum Foundation of кσяєα to introduce merchandise lines that reinterpret the beauty of кσяєαn tradition from a modern perspective. These products were created together with the foundation’s souvenir brand MU:DS, helping promote кσяєαn cultural values to the global au∂ιєnce.

The collection includes five main product categories—hair accessories, skirts, tote bags, pouches, and keychains—whose designs are inspired by the patterns of the Divine Bell of King Seongdeok, a cultural heritage masterpiece from the Unified Silla period and widely considered the greatest achievement in the history of кσяєαn bell casting. Motifs such as the carved Apsara (celestial offering figures) at the center of the bell and the surrounding cloud patterns have been developed into graphic elements for modern designs that can be used in everyday life while also holding collectible value for K-pop fans and consumers in general.

Some items will be available for pre-sale on Weverse Shop starting March 12, while the full collection will officially launch on March 20. On the comeback day itself (March 20), fans will be able to experience and purchase the collaborative merchandise directly at the gift shop inside the National Museum of кσяєα, as well as at pop-up stores located at The Heritage Shinsegae Main Store and the HYBE building in Yongsan-gu.