A successful overseas promotion of Korean hanbok brands in Milan has expanded their global market opportunities through collaboration and networking.
Key points
•Five hanbok brands showcased modern interpretations of traditional clothing
•Four deals and additional business discussions were secured through collaboration
•Global market opportunities for hanbok brands have been expanded
The '2026 Contemporary Korean Heritage - Hanbok Collective' promotion, organized by the Korea Culture and Craft Promotion Institute under the Ministry of Culture, Sports and Tourism, featured five hanbok brands that showcased modern interpretations of traditional clothing at a brand presentation event in Palazzo Esimbardi.
These brands—Le斯莱 (LEESLE), 没有提供罗马化名称 (MOOROOTS), 万达塔 (ONDATA), 新:首尔 (SHEEN:SEOUL), and 喜悦 (HAPPLY)—received positive attention from local fashion industry professionals, securing four deals and fostering additional business discussions.
The promotion also facilitated networking events where the brands secured contracts, confirming their global market potential. The institute plans to expand this cultural value by collaborating with local department stores in the future.
