G-Dragon has officially stepped into UNESCO's global heritage preservation efforts, expanding the social impact of K-pop artists onto the international stage.
From July 13 to 29, G-Dragon served as an official ambassador during the 48th Session of the UNESCO World Heritage Committee, held at BEXCO in Busan.
As the keynote speaker at the opening ceremony, he delivered a speech before delegates from more than 190 countries, drawing worldwide attention.
During the committee session, JUSPEACE Foundation, the public-interest foundation established by G-Dragon, officially launched the global fundraising campaign "HERITAGE IN PEACE" in partnership with UNESCO.
The campaign aims to establish a World Heritage Fund that will support restoration efforts for World Heritage sites threatened by armed conflict and climate change.
In his opening remarks, UNESCO Director-General Khaled El-Enany expressed his gratitude to G-Dragon for launching the World Heritage fundraising initiative.
During his keynote address, G-Dragon emphasized, "Protecting our heritage is not simply about preserving the past—it is about creating peace for the future."
Footage of his speech, which also drew attention for his South Korean flag-inspired nail art, quickly spread across short-form video platforms and global social media, helping raise public awareness of World Heritage preservation.
The initiative has been highlighted as a notable example of using an artist's intellectual property (IP) for social impact through an official partnership with an international organization. Donations raised through the campaign will be directed to UNESCO's official World Heritage Fund.
A representative from the JUSPEACE Foundation stated, "The impact G-Dragon demonstrated at the UNESCO committee proved the powerful synergy that can be created when an artist's positive influence meets global social issues."
The foundation added, "JUSPEACE Foundation will continue leading sustainable global public-interest campaigns that people around the world can relate to and actively participate in."
Building on this UNESCO partnership, Galaxy Corporation and the JUSPEACE Foundation plan to develop an entertainment technology ecosystem that expands the social value of artists' intellectual property onto the global stage.
