Park Bo-gum Illuminates Times Square as AI Idol Pheline Proves K-Pop’s Global Appeal in Spain

Korean culture is being actively promoted through large-scale billboards in major world cities and international exhibitions. As part of the “Hanbok Wave” project led by the Ministry of Culture, Sports and Tourism and the Korea Craft & Design Center, actor Park Bo-gum released a hanbok-themed video on the billboards at New York’s Manhattan Times Square. He became the first male artist selected for this project since it began in 2020, following actress Kim Tae-ri, demonstrating a strong commitment to spreading hanbok globally. In an interview, Park Bo-gum said, “I found the designer works that presented traditional hanbok in new ways and captured Korea’s beauty to be truly amazing and admirable.” He added, “I spent a lot of time thinking about how to best highlight the elegance and charm of hanbok through the styling of the outfits as I prepared for the shoot.” On the day of Chuseok, September 6th (local time), the video is scheduled to be displayed on billboards not only in New York but also at Shinsegae Square in Seoul, Piazza del Duomo in Milan, Tokyo’s Shinjuku, and the Citadelle Comartine in Paris. Park Bo-gum was deeply involved in the production of four selected hanbok brands—Dadada Hanbok, Mureut, One Origin, and Hanbokmun—contributing to the localization of hanbok. Meanwhile, at “K-EXPO Spain 2025” held in Madrid from September 28 to 30, AI tech idol Pheline showcased another strength of K-Pop. The five-member virtual idol group, developed by Loomong Studio—a subsidiary of NAECO—became a major photo spot at the event, attracting huge popularity with long queues forming even before it opened. Loomong Studio stated, “Thanks to the enthusiastic support from Spanish fans, our official social media followers increased significantly, and there was continuous photography in front of the Pheline member mannequins.” “K-EXPO Spain 2025” was held under the theme “All About K-Style” to introduce Korean culture and related industries such as K-dramas, music, webtoons, K-beauty, K-food, tourism, and characters to the European market, with approximately 60 Korean companies participating. Pheline’s popularity is attributed to its charming artwork style, idol characters with distinct personalities and styles, an interesting worldview, and IP-based short-form videos that are accessible to everyone. The integration of traditional culture and cutting-edge technology is driving the multifaceted expansion of K-Pop.