Singer G-Dragon's positive influence conveyed to the international community and the public through the Justice Foundation is receiving worldwide attention.
From the 13th to the 29th at the 48th UNESCO World Heritage Committee held at BEXCO in Busan, G-Dragon took the stage as an official promotional ambassador and keynote speaker at the opening ceremony. Through the Justice Foundation, a public interest foundation he established, he collaborated with UNESCO and officially launched the global fundraising campaign "Heritage in Peace."
UNESCO Director-General Khalid Elhassan directly expressed his gratitude during his opening remarks for G-Dragon's World Heritage Fund campaign launch, offering an unprecedented response.
G-Dragon presented a sophisticated styling along with a message that preserving heritage is creating peace for the future. The speech video spread through short-form content and SNS, creating an opportunity for young people around the world to participate in the topic of world heritage preservation.
This move is evaluated as an exemplary case in which an artist IP-based social contribution model is linked with official projects of international organizations. The collected donations will be transferred to the UNESCO World Heritage Fund and used for the restoration of heritage in crisis due to conflict and climate change.
The Justice Foundation evaluated that G-Dragon's demonstrated ripple effect proved the synergy created when an artist's positive influence meets global agendas.
The Justice Foundation and its affiliated agency Galaxy Corporation plan to accelerate the establishment of an entertainment-tech ecosystem that expands the social value of artist IP, starting with this UNESCO collaboration project.
