The Beauty of Hanbok Encountered at the Movie Theater

Ministry of Culture, Hanbok Promotion Center, and CJ CGV to Promote Hanbok Culture from Next Month 1 to 15

The Ministry of Culture, Sports and Tourism, the Hanbok Promotion Center of the Korea Craft & Design Foundation, and CJ CGV announced on the 26th that they will promote Hanbok culture at CGV Hongdae, Pangyo, and Piccadilly 1958 theaters from the 1st to the 15th of next month. At the entrance of the cinemas, a video of the '2020 Hanbok Wave Fashion Show' will be played. The video introduces over 160 Hanbok pieces created by ten Hanbok designers in collaboration with artists such as Chungha, MOMOLAND, and Ambiguous Dance Company.

The video received praise from renowned American costume director Patricia Field. Park Mi-kyung, head of the Traditional Culture Division at the Ministry of Culture, Sports and Tourism’s Cultural Arts Policy Office, said, "Last year, we supported the production of the fashion show video to promote the overseas expansion of the Hanbok industry and Hanbok culture," adding, "It has received a good response with over 100,000 views in just two months."

During the event period, CGV will give Hanbok masks and other souvenirs to the first visitors who watch Korean films and verify their attendance. They will also participate in the Hanbok Culture Weeks held in spring (April 12?18) and autumn (October 11?17) this year, promoting various collaborative projects.

Lee Jin-sik, Director of Cultural Policy at the Ministry of Culture, Sports and Tourism, said, "This collaboration was prepared to commemorate the 102nd anniversary of the March 1st Movement, to showcase the beauty of Hanbok, and to spread wearing Hanbok as a part of everyday culture," adding, "We hope more companies will protect and promote our culture both domestically and internationally."