The latest example of this trend is the collaboration between UNESCO and the K-pop group SEVENTEEN for the “Global Youth Support” campaign. Announced on International Youth Day, the program aims to support young people worldwide through financial aid, mentorship, and opportunities to develop their talents.
SEVENTEEN became the first K-pop group to be appointed as UNESCO’s Goodwill Youth Ambassadors on June 26, 2024. The group began their tenure by donating $1 million as a pledge to improve the lives of young people globally.
SEVENTEEN’s involvement with UNESCO has garnered significant attention because the UN organization focuses on using creativity to help young people gain confidence and improve their mental health—topics that deeply resonate with the group’s fans. The members of SEVENTEEN have expressed their commitment to doing their best to implement programs that support youth around the world.
A similar strategy was observed in the UN’s collaboration with the K-pop group BTS, which began in September 2018. BTS delivered a speech at the UN General Assembly in New York as part of the Youth 2030 initiative, where they launched the “Love Myself” campaign with UNICEF. The campaign, which encourages young people to love themselves and stand against violence, struck a deep chord with BTS’s global fanbase. “No matter who you are, where you’re from, your skin color, or gender identity, speak yourself,” RM, the leader of BTS, said at the UN headquarters in New York on September 25, 2018.
By collaborating with groups like SEVENTEEN and BTS, international organizations such as the United Nations and UNESCO not only aim to draw more attention to their programs but also seek ways to communicate critical global issues in the digital age. The power of K-pop fandoms, such as BTS’s ARMY and SEVENTEEN’s CARAT, is the main reason these partnerships are so successful.
These fan communities are not just ordinary fans; they are highly active in social initiatives. ARMY frequently organizes various charitable projects inspired by BTS’s messages. CARAT is expected to play a crucial role in spreading UNESCO’s messages and rallying support for its programs.
SEVENTEEN’s “Going Together” program aligns with UNESCO’s mission to promote peace, security, and international cooperation. BTS’s partnership with the United Nations has demonstrated that cultural alignment can be a powerful tool in global diplomacy.
