A Style Statement with a Cause
Korean actor Choi Wooshik, best known globally for his roles in Parasite and Our Beloved Summer, is lending his star power to a meaningful cause: protecting the planet—and its animals. The actor participated in a special photo shoot that’s part of PROJECT PROTECT, an ongoing eco-conscious campaign by fashion brand PROJECT M.
Partnering with OhBoy! and Man’s Best Friends
This year’s shoot was a joint collaboration with the environmentally focused fashion magazine OhBoy!. The theme: love and respect for our furry companions. Enter the PROJECT MUNG collection, which promotes the idea of companion animals not just as pets but as cherished family members who deserve warmth, protection, and a forever home.
Adding a heartfelt twist to the shoot, Choi Wooshik was joined by two abandoned dogs—cutely named Jigu-mi (translated: “little earth”) and Modon-i (loosely, “everything”)—both currently awaiting adoption. With gentle care and calm attention, the actor helped spotlight their silent stories.
Choi Wooshik: Stylish and Soulful
Donning sleek hoodies and sweatshirts from PROJECT M that strike a balance between comfort and chic, Choi Wooshik showed off laid-back looks while spreading a deeper message. Each frame wasn’t just fashion-forward—it served as a rallying cry for compassion toward abandoned animals.
“We’re aiming to make the idea of adopting and caring for companion animals more familiar to consumers,” said a PROJECT M representative. “It’s about creating both fashion and awareness that lasts.”
Sustainability Meets Star Power
PROJECT PROTECT isn’t a one-time thing—it’s an annual campaign with long-term goals. With celebrities like Choi Wooshik leading the charge, the brand hopes to normalize sustainability and animal welfare as part of everyday life. And let’s be real: the combo of K-drama charm, eco ethics, and adorable dogs? Video ad gold.
Final Woof
In an industry often driven by glitz, Choi Wooshik continues to balance stardom with sincerity. Whether he’s playing heartfelt roles or hugging homeless pups on-set, fans see an artist who cares—and that, like PROJECT M’s gear, will never go out of style.
Want to adopt your own “Jigu-mi”? Maybe now’s the perfect time.
