G-Dragon Joins UNESCO for Heritage
K-pop Star G-Dragon Appointed UNESCO World Heritage Ambassador for Korea's Session
Key Points
Korea will host the UNESCO World Heritage Committee for the first time since joining the World Heritage Convention in 1988, with the 48th session held in Busan from July 19–29 at BEXCO and delegations from about 196 countries.
G-Dragon serves as honorary chairman of the JusPeace Foundation, which he established in 2024 after donating his copyrights.
The JusPeace Foundation also pursues broader social initiatives beyond heritage promotion, including firefighter recovery programs, mental health initiatives, and fostering creative talent for future generations.
The JusPeace Foundation’s stated value that 'small acts of participation can change the world and create peace' is highlighted as aligning with UNESCO’s spirit of international cooperation for peace.
K-pop star G-Dragon has been named honorary ambassador for the 48th session of the UNESCO World Heritage Committee, set to run July 19–29 in Busan, South Korea, according to Soompi. It marks the first time South Korea has hosted the committee since joining the World Heritage Convention in 1988.
The event will draw delegations from roughly 196 countries to Busan's BEXCO convention center. G-Dragon will promote a message of "peace through culture and participation" throughout the sessions, Korea JoongAng Daily reported.
Why Officials Chose G-Dragon for the Role
The Korea Heritage Service selected G-Dragon because of his wide global reach as a K-pop artist. Officials said his influence could help bring international attention to World Heritage protection, according to Korea JoongAng Daily.
His JusPeace Foundation also played a key role in the decision. The foundation's core belief — that "small acts of participation can change the world and create peace" — closely mirrors UNESCO's own goals of international cooperation, Soompi reported.
'Heritage in Peace' Campaign Launches July 10
G-Dragon will front a "Heritage in Peace" campaign launching July 10, run in partnership with UNESCO. The campaign asks citizens, businesses, and cities to donate to the UNESCO World Heritage Fund, which protects sites threatened by war, climate change, and natural disasters, according to Star News Korea.
He is set to appear in promotional videos and public events tied to the campaign. Officials said the goal is to show that everyday people can play a direct role in protecting cultural heritage around the world.
JusPeace Foundation Goes Beyond Heritage Work
G-Dragon founded the JusPeace Foundation in 2024 after donating his music copyrights to the organization. He serves as its honorary chairman, according to Head Topics.
The foundation runs a wider range of social programs. Those include firefighter recovery support, mental health initiatives, and programs to develop creative talent in younger generations, Yahoo News reported.
Korea's First Hosting in Decades Raises the Stakes
South Korea joined the UNESCO World Heritage Convention in 1988. Hosting the committee's 48th session is a major milestone, and officials want the event to set a new standard for public engagement in heritage protection, according to Soompi.
G-Dragon's role is central to that push. By using his platform to drive donations and awareness, Korea aims to show the world that heritage protection is not just a government task — it belongs to everyone.
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