On February 26th, Korean shoe brand, Lakai Korea, launched an advertisement promoting Korean hanboks on a billboard in Times Square, New York.

The brand shared photos of the billboard on their official Instagram, explaining that they had made the ad in celebration of the March 1st movement, which was one of the earliest displays of Korean resistance during the Japanese occupation of Korea.

Lakai Korea wrote :

Today, we want to greet everyone with special news! Marking the 102nd anniversary of the March 1st independence movement, Lakai Korea launched an outdoor advertisement in Times Square New York!

This project is to promote hanbok, our culture, and our history to the world. Our staff members were proud to produce this advertisement. It was a more meaningful experience as actress Jun Hyo Seong joined Lakai Korea for this project.

In honor of the fighters for independance who sacrificed themselves for our country on March 1st, please remember and protect our culture and history.

—Lakai Korea

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| @lakaikr_official/Instagram

This ad was shared online, and fans praised the brand for showing their heritage in America. They were also pleased to see singer-actress Jun Hyo Seong promoted in Times Square.