There is something deeply symbolic about the image of Felix from Stray Kids walking through the elegant spaces of the new Casa Ferrari in Seoul. On one side stands one of the most influential idols of the new generation of K-pop, an artist capable of combining sophistication, sensitivity, and an extraordinary communicative power. On the other is Ferrari, the ultimate emblem of Italian excellence, speed, and timeless luxury.
Their meeting, which took place in Seongsu-dong, one of Seoul’s most creative and trendsetting districts, represented far more than a simple public appearance.
On June 8, 2026, Ferrari Korea officially inaugurated its first Casa Ferrari in South Korea, an innovative immersive space designed to showcase the world of the Prancing Horse through design, technology, and exclusive experiences dedicated to Ferrari enthusiasts. At the same time, Ferrari also unveiled the new Ferrari Amalfi Spider, an elegant open-top grand tourer destined to become one of the flagship models from the Maranello-based automaker.
What immediately captured the attention of both Korean and international media was Felix’s presence as a special guest at the inauguration event.
With his impeccable style and the natural elegance that has transformed him into one of the most sought-after figures in the worlds of fashion and luxury, Felix perfectly embodied the image Ferrari aims to convey to younger generations: tradition and innovation, prestige and modernity.
The photographs shared by the artist and through official channels show Felix exploring the exclusive interiors of Casa Ferrari, closely admiring the new Amalfi Spider, and posing beside the vehicle with the effortless confidence of someone who seems to belong naturally in a universe defined by beauty, precision, and performance.
What particularly caught fans’ attention, however, was the phrase Felix shared on social media:
“It’s just beginning.”
A few simple words that immediately ignited excitement among STAYs, fueling speculation about a broader collaboration with the iconic Italian brand. While Ferrari has not officially announced Felix as a global ambassador, his participation as the face of one of Ferrari Korea’s most significant events of the year appears far from coincidental.
It is hardly surprising that Ferrari chose Felix to represent such a historic moment. In recent years, the Australian-born artist of Korean heritage has become one of the most influential figures on the international stage, building a parallel career in the fashion and luxury industries through collaborations with some of the world’s most prestigious maisons.
The choice of Seongsu-dong as the location for South Korea’s first Casa Ferrari is equally meaningful. Often referred to as the “Brooklyn of Seoul,” the district has become the beating heart of Korea’s emerging trends—a place where contemporary art, design, and youth culture intersect. By establishing Casa Ferrari here, Ferrari is embracing a new generation of consumers who view luxury not merely as a symbol of status, but as a cultural and personal experience.
And Felix perfectly embodies this new vision.
His presence at the inauguration transformed what could have been a simple automotive event into a global media phenomenon, bringing together the timeless appeal of Made in Italy with the extraordinary influence of the Hallyu Wave, the Korean cultural movement that continues to captivate audiences worldwide.
More than just an appearance, Felix’s participation at Casa Ferrari Seoul feels like the beginning of a dialogue between two forms of excellence that may seem worlds apart, yet are surprisingly aligned: Italy’s passion for perfection and Korea’s remarkable ability to continually redefine the concept of contemporary style.
For STAYs, seeing Felix alongside the Prancing Horse was a source of immense pride. For Ferrari, however, it may represent the beginning of a new communication strategy aimed at an increasingly young and international global audience.
And perhaps, as Felix himself suggested, it really is just the beginning.
