G-Dragon has recently established the JusPeace Charity Foundation to assist young artists in overcoming substance abuse. Additionally, in June 2024, the famed idol was invited to speak as a guest lecturer in the Department of Mechanical Engineering at the Korea Advanced Institute of Science and Technology (KAIST) during the Innovate Korea forum. Furthermore, earlier this year, the BIGBANG leader made an appearance at CES 2024, the largest trade show for e-commerce, consumer, and information technology, held in Las Vegas. The event featured cutting-edge developments in artificial intelligence technology.
According to Lim Hee Yun, G-Dragon’s efforts to pave new paths and establish himself as a cultural icon are motivated by his desire to sustain his popularity.
According to him, although G-Dragon was once seen as a prominent figure in the K-pop industry, he is now viewed as an aging artist. With the emergence of younger artists, he has been relegated to the status of an “uncle”to the current generation. Despite BIGBANG’s previous status as a K-pop icon, they were not able to achieve the same level of worldwide success as BTS. It is possible that G-Dragon wants to preserve his reputation and cultural influence by exploring new endeavors.
A representative from the entertainment industry confirms that G-Dragon has consistently shown a willingness to take on new projects and experiment.
According to the official, G-Dragon has always been a standout among artists. His unique approach to music, fashion, and art has distinguished him as a versatile cultural icon. The recent actions of G-Dragon are most likely a result of his own choices, as an artist of his caliber typically holds more influence within his management company when it comes to planning future endeavors.
Despite the official’s reminder that launching the JusPeace Foundation could potentially bring up past controversies surrounding drug use, it was noted that G-Dragon had not faced any legal consequences for previous allegations in 2011 and an investigation in October of last year did not result in charges due to insufficient evidence.
According to cultural critic Bae Kuk Nam, the creation of this foundation holds importance, regardless of its intention to improve G-Dragon’s damaged reputation following the drug incident.
“While some may perceive G-Dragon’s recent endeavors as an attempt to redeem himself following the previous marijuana controversy, Bae Kuk Nam sees it as a commendable effort to utilize his influence and worldwide recognition for the betterment of society.”
G-Dragon’s impact as a trendsetter in K-pop is widely acknowledged. In 2015, he made history as the first K-pop idol to have a solo art exhibition at the prestigious Seoul Museum of Art. His involvement in a special auction with Sotheby’s in 2019 further solidified his status. Additionally, since 2016, the BIGBANG leader has been serving as a global ambassador for the renowned French luxury brand, Chanel.
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