The most recent illustration of this pattern is the partnership between UNESCO and SEVENTEEN, a K-pop group, for the “Global Youth Support”initiative. Unveiled on International Youth Day, the project’s objective is to provide financial assistance, mentorship, and avenues for nurturing their skills to young individuals globally.
On June 26, 2024, SEVENTEEN made history as the first K-pop group to be named UNESCO’s Goodwill Youth Ambassadors. To kick off their term, the group generously donated $1 million towards enhancing the well-being of youth around the world.
SEVENTEEN’s partnership with UNESCO has received considerable recognition due to the organization’s focus on utilizing creativity to aid young individuals in building self-assurance and enhancing their mental well-being – themes that deeply resonate with the band’s fanbase. The SEVENTEEN members have demonstrated their dedication to implementing initiatives that benefit youth globally.
In September 2018, the UN collaborated with the K-pop sensation BTS, implementing a similar strategy to the previous collaboration. As part of the Youth 2030 initiative, BTS delivered a speech at the UN General Assembly in New York and launched the “Love Myself”campaign with UNICEF. The campaign’s message of promoting self-love and standing against violence resonated deeply with BTS’s large fanbase worldwide. During the speech at the UN headquarters in New York on September 25, 2018, RM, the leader of BTS, encouraged people from all backgrounds to speak up and embrace their true selves.
Through partnerships with popular K-pop groups like SEVENTEEN and BTS, international organizations like the United Nations and UNESCO aim to not only increase awareness of their programs, but also find effective ways to address global issues in the digital era. The immense influence of K-pop fandoms, including BTS’s ARMY and SEVENTEEN’s CARAT, is a key factor in the success of these collaborations.
These fan communities are more than just regular fans; they are actively involved in social initiatives. ARMY regularly initiates charitable projects motivated by BTS’s messages. CARAT is anticipated to have a significant impact in promoting UNESCO’s messages and garnering support for its programs.
The “Going Together”initiative by SEVENTEEN is in accordance with UNESCO’s goal of promoting peace, security, and international collaboration. The collaboration between BTS and the United Nations has proven that cultural harmony can be a valuable instrument in worldwide diplomacy.
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