(ANN/KOREA HERALD) – In an era where influence is often measured in online engagement, global organisations like the United Nations and UNESCO have found an unexpected yet powerful partner in K-pop.

With its vast, devoted fanbases and worldwide reach, K-pop has evolved beyond a music genre into a cultural force capable of driving significant social change. By collaborating with iconic groups like BTS and Seventeen, these organisations are harnessing K-pop’s influence to amplify their messages on youth empowerment, mental health, and global cooperation.

The latest example of this collaboration is UNESCO’s partnership with K-pop sensation Seventeen to launch the “Global Youth Grant Scheme.” Announced on International Youth Day, August 12, the initiative aims to support young people globally through financial assistance, mentoring, and skill-building opportunities. Seventeen, who were appointed as UNESCO Youth Goodwill Ambassadors in June, kick-started the program with a generous USD1 million donation.

Seventeen’s involvement underscores the growing trend of international bodies teaming up with K-pop stars to connect with younger generations. UNESCO’s focus on creativity and mental well-being resonates deeply with Seventeen’s fanbase, known as Carat. The group’s commitment to fostering a supportive environment for youth was highlighted during the launch of the “Going Together – For Youth Creativity and Well-Being” program.

“Seventeen and UNESCO aim to support young people and their communities in achieving better lives. We hope to amplify the voice and creativity of youth worldwide,” said Audrey Azoulay, UNESCO’s Director-General, during Seventeen’s appointment ceremony at UNESCO headquarters in Paris.

This strategy mirrors the United Nations’ collaboration with BTS, which began in 2018 when the group launched its “Love Myself” campaign with UNICEF. BTS’ message of self-love and anti-violence has resonated profoundly with their global fanbase, Army, driving awareness and support for UN initiatives.

In these partnerships, organisations like the UN and UNESCO are not just gaining attention—they’re finding innovative ways to address global issues in the digital age. The engagement from K-pop fandoms like Army and Carat, known for their passionate advocacy, has been instrumental in amplifying these messages.

K-pop’s influence transcends music, breaking cultural and linguistic barriers, making it an ideal partner for international organisations. Seventeen’s “Going Together” program aligns perfectly with UNESCO’s mission to promote peace, security, and international cooperation.

As an official from a local entertainment company noted, “K-pop stars have secured a significant place in the mainstream pop market and wield considerable influence. International organisations have recognised the synergy created when partnering with K-pop stars, rather than acting alone.”

K-pop’s relatively positive image and the lack of controversies surrounding its top artists also make it an appealing partner. BTS’ repeated appearances at the UN General Assembly further highlight how cultural relevance can enhance global diplomacy.

When BTS returned to the UN in 2021, their message during the ongoing COVID-19 pandemic emphasised the role of youth in overcoming global challenges. “If we believe in possibilities and hope, even when unexpected things happen, we will not lose our way, but discover new paths,” said RM during his address.

-- Courtesy of Borneo Bulletin