G-Dragon to Address UNESCO World Heritage Committee Opening Ceremony in Busan

G-Dragon is taking on a public-facing role at the opening of the 48th session of the UNESCO World Heritage Committee in Busan, with reports saying he is scheduled to speak at the ceremony on World Heritage protection and civic participation. The Korea Heritage Service appointed him as promotional ambassador on July 3, ahead of the session running from July 19 to 29, marking the first time South Korea has hosted the committee meeting. ¹

The appointment places the artist, also known as Kwon Ji-yong, at the center of a cultural diplomacy push around World Heritage conservation, Korean heritage promotion and a related citizen campaign led through the JusPeace Foundation.

G-Dragon at the UNESCO Busan Opening Ceremony

KNN reported that G-Dragon, as ambassador for the Busan session, was scheduled to stand at the opening ceremony podium and prepare remarks on the need to protect World Heritage while encouraging participation from citizens. The broadcaster also described the World Heritage Committee as UNESCO’s top decision-making body for World Heritage inscription and conservation, and identified Busan as South Korea’s first host city for the session. ²

The Korea Heritage Service’s official July 3 announcement said G-Dragon would take part in campaign videos and on-site events designed to broaden public participation in the protection of World Heritage. ³ Newsis reported the same day that his appointment came before the July 19 opening of the 48th UNESCO World Heritage Committee in Busan and that campaign appearances and field events were part of the role. ⁴

A statement attributed to G-Dragon’s side framed the message in civic terms: “World Heritage is a shared asset that all humanity must protect together.” ⁴ A Korea Heritage Service official also said the agency expected domestic and international attention and citizen participation in the World Heritage Committee to expand. ⁴

The Korea Herald reported on July 19 that G-Dragon is serving as honorary ambassador for the session, placing the role within South Korea’s effort to bring wider global attention to Korean heritage during the committee’s first meeting in the country. ¹ In that context, the phrase G-Dragon UNESCO Ambassador refers not to a general UNESCO title, but to his promotional ambassador role for the 48th UNESCO World Heritage Committee session in Busan.

Key Facts on the Busan Session and Related Programs

The Korea Heritage Service said the K-Heritage House would operate at BEXCO’s first exhibition hall from July 20 to 29 during the committee session. The venue is planned to present Korean national heritage, traditional culture, food and performing arts, with a JusPeace Foundation booth identified as one of the featured spaces. ⁵

That booth is tied to G-Dragon through his role as the session’s ambassador and as honorary chair of the JusPeace Foundation. The official K-Heritage House update positions the foundation presence as part of the broader program surrounding the World Heritage Committee meeting, rather than as a standalone entertainment event. ⁵

Heritage in Peace Campaign

The JusPeace Foundation is also connected to the ‘Heritage in Peace’ campaign, which is being presented alongside the Busan World Heritage Committee session. The Korea Heritage Service linked G-Dragon’s appointment with the foundation’s planned campaign in cooperation with UNESCO, while Newsis reported that the campaign would begin on July 10. ^{3 4}

Newsis reported that donations raised through the campaign would go to the UNESCO World Heritage Fund for protection efforts related to war, climate crisis and natural disasters. ⁴ Maeil Business Newspaper also reported that the foundation would join the global citizen campaign, noting that it had signed an agreement with the National Heritage Administration in April and, from July, worked with the UNESCO World Heritage Centre to raise World Heritage Fund donations. ⁶

Choi Yong-ho, chairman of the JusPeace Foundation, described the campaign’s purpose in broader preservation terms, saying, “Protecting the World Heritage Site goes beyond preserving the past.” ⁶ Maeil Business also reported that G-Dragon planned to attend the opening ceremony to urge public interest and participation in World Heritage preservation. ⁶

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