MONSTA X's Shownu & Hyungwon named Concept Korea ambassadors, head to Paris on Oct. 1
Shownu returns for his third Concept Korea season; Hyungwon joins as a first-time ambassador for the 2027 S/S runway at Palais de Tokyo.
Shownu's third run, Hyungwon's first
Shownu and Hyungwon of MONSTA X are the official ambassadors for the 2027 S/S season of Concept Korea, the global fashion program hosted by South Korea's Ministry of Culture, Sports and Tourism and organized by the Korean Content Agency. Both will attend the main runway on October 1 at 7 PM local time at Palais de Tokyo in Paris.
For Shownu, this marks his third appearance—he previously represented the program during the 2024 F/W and 2025 S/S seasons. Hyungwon is stepping into the role for the first time. The event also lands on the 140th anniversary of diplomatic relations between Korea and France.
What's on the runway
BONBOM (designer Jo Bon-bom) presents a collection titled Optimistic Fetishism. ASPARAGUS (designer Lee Myung-je) shows BETWEEN BOUNDARIES, WITHIN TENSION.
A fashion film called How to Walk (산책하는 법), directed by Lee Ok-seop and starring actress Kim Min-ha and model Hong Tae-jun, will premiere at Madame Cinema, a screening room inside Palais de Tokyo. The same day, it goes live on the Korean Content Agency and 2X9HD's official YouTube channels.
Where the unit fits in the group's current run
Shownu and Hyungwon released their second unit mini album LOVE ME in May with title track "Do You Love Me." MONSTA X followed on September 4 with mini album The Phase and title track "MAGIC." October is shaping up to be packed for Monbebes. The group also heads into North American dates for their world tour THE X : NEXUS that same month.
Cheer the story
