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K-pop Fandoms and Protest Culture

Joseph Hwang In the 1980s, South Korea achieved democracy through a constitutional amendment that allowed direct presidential elections in response to civil resistance against military rule. This constitutional shift came at a significant cost, with ordinary citizens sacrificing their lives so that future generations could establish a nation grounded in their cherished values. Today, the older generation of South Koreans plays a pivotal role in this democratic legacy, as the freedoms and values they fought for have nurtured the global rise of K-pop. For this generation, protests are ingrained in their culture, yet they believe such actions should not be necessary. The term “martial law” is particularly sensitive for them, as they are acutely aware of the oppressive military dictatorships in South Korea’s history, where it was a tool for controlling dissent. Just hearing the phrase triggers memories of the violence that occurred during pro-democracy protests. However, on December 3, 202...
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Posted by Joseph Hwang

Why Did UNESCO Choose the K-pop Idol Group SEVENTEEN as a Goodwill Ambassador for Youth?

 Joseph Hwang


UNESCO and K-pop boy group SEVENTEEN announced on June 26, 2024, that UNESCO had appointed SEVENTEEN as the first-ever UNESCO Goodwill Ambassador for Youth with the launch of an ambitious joint grant program, “Going Together—For Youth Creativity and Well-Being,” and that SEVENTEEN would donate $1 million to the program. It was a fresh and wonderful announcement to the public.


1. Worldwide fan base


Why do international organizations choose a K-pop idol group as their goodwill or promotional ambassador? Most global organizations focus on or target the younger generations to develop their program or promotion. For the success of their campaign or program, they need to receive funds to carry out the project, and it’s good to collect more and more subscriptions worldwide to attract people’s attention. Based on the facts, there is nothing more suitable than a K-pop idol group with a global fan base of young generations. Even today, the fan base has a potential power that can be extended to the older generations. In addition, the fans of the idol group are very active and aggressive within communities and outside. Therefore, their interests and attention can be linked to the idol group’s outside social activities and continued.


Since the idol group’s local fanbases are spread worldwide, each member can speak foreign languages such as English, Chinese, Japanese, and Korean. SEVENTEEN also has members who can speak English, Chinese, and Japanese for their global activities. SEVENTEEN is composed of 13 members and was named for this reason. 13 is the number of all members, plus 3 team units, and one is added for all members. Since the beginning, the artist management company PLEDIS Entertainment has planned to consist of Korean and foreign artists (or Koreans who are residents abroad). This strategy for the global entertainment business was a good decision. Fans’ loyalty from the selected member’s country may be more potent than other fan bases. This means that SEVENTEEN has been ready to be the ambassador available at the requests of global organizations.


2. Symbol of unity, cooperation, and conflict resolution


K-pop artists work as a group. For efficiency, they must be trained and live with other trainees in identical houses during their training period and after their debut. The members of SEVENTEEN are all 13 boys. It’s not a small group at all. So, there are a lot of opportunities for conflicts or arguments to arise between the members. Staying peaceful is a hard thing to do every day. It is always difficult for the management to control them, and the group’s activities should make compromises, concessions, and respect to maintain harmony with the group. The existence and activities of the group are the symbol and results of unity, cooperation, and conflict resolution. Each member of the group learns the most essential things from relationships.


The international organization is likely to think that it’s very similar to such images of the K-pop group and the establishment mission of the organization and a good match.


3. Charity and donation


The appeals of the K-pop idol group seem to be an appropriate and practical encouragement to take action related to charity and donation. Even international organizations must obtain the funds to act. Announcing that SEVENTEEN will contribute to fundraising for the success of the UNESCO program is highly likely to encourage their fanbase first and then expand the movement caused by the loyalty of the core fans to the world. Because the fanbases have the network to connect and spread the campaign through the official internet communities and their private social media. As long as this appointment is maintained, the encouragement and stimulation from the K-pop group will continue and spread beyond the fans’ communities. The extent of the K-pop artists’ global devotion to the world will gradually increase.


* References and quotations:

https://youtu.be/inf7IiloLm0?si=ZW2EwrMIsEq8fayH

https://www.unesco.org/en/articles/unesco-and-k-pop-group-seventeen-announce-1-million-grant-scheme-youth-well-being-and-creativity

https://www.timesnownews.com/entertainment-news/korean/seventeen-at-unesco-joshua-delivers-powerful-speech-as-goodwill-ambassador-group-donates-1-million-to-help-youth-article-111291484

https://www.chosun.com/culture-life/2022/07/07/36C2TNI3GZEH7GR2ZW3EWC2TV4/

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