Korea to host first-ever World Heritage Committee session in Busan

Heritage authority appoints Kwon Ji-yong as promotional ambassador

Justpeace Foundation's public-interest mission draws attention

G-Dragon, appointed promotional ambassador for the 48th UNESCO World Heritage Committee session [Cultural Heritage Administration]
G-Dragon, appointed promotional ambassador for the 48th UNESCO World Heritage Committee session [Cultural Heritage Administration]

South Korea's Cultural Heritage Administration announced Friday that it has appointed G-Dragon — whose legal name is Kwon Ji-yong — as promotional ambassador for the 48th UNESCO World Heritage Committee session, set to open in Busan on July 19. The appointment is intended to amplify the significance of the first World Heritage Committee session ever held in South Korea and to raise international awareness of the event.

The administration selected G-Dragon in recognition of his global influence across the arts and culture, as well as his public-interest work. In 2024, he donated copyright royalties to establish the Justpeace Foundation, a public-interest organization, and serves as its honorary chairman, leading efforts to address social issues and promote a culture of civic contribution.

"It is deeply meaningful to serve as ambassador for the UNESCO World Heritage Committee session being held in South Korea for the first time," a representative for G-Dragon said. "World heritage is a shared asset that all of humanity must protect together, and I hope to deliver a message of peace that resonates with many people and inspires them to act."

The Justpeace Foundation is a civic platform built on the principles of justice and peace, running a range of social contribution programs — including a mental health recovery program for firefighters, a mental wellness project and initiatives to nurture creative talent in the next generation. The Cultural Heritage Administration said it chose G-Dragon and the foundation as ideal partners because their guiding belief — that "small acts of participation change the world and create peace" — aligns with UNESCO's spirit of international cooperation for peace.

The foundation plans to launch "Heritage in Peace," a public participation campaign for world heritage protection developed in collaboration with UNESCO, on July 10. The campaign aims to raise public awareness and encourage voluntary donations to the UNESCO World Heritage Fund, presenting a model in which citizens, businesses and cities work together to safeguard heritage. It will particularly seek to engage Busan residents and local communities during the 48th World Heritage Committee session, with the goal of creating a first model "city campaign" that future host cities can follow.

Donations raised through the campaign will go to the UNESCO World Heritage Fund to protect sites threatened by war, climate change and natural disasters. As ambassador, G-Dragon will appear in promotional videos and participate in on-site events to carry the message of "peace through culture and participation" to audiences at home and abroad.

"We expect that G-Dragon and the Justpeace Foundation, with their global reach, will significantly expand both domestic and international attention and public participation in the World Heritage Committee session," a Cultural Heritage Administration official said. "We will do our utmost to ensure that South Korea's first World Heritage Committee session becomes an opportunity to build a new culture of participation in world heritage protection."


terry@heraldcorp.com