At 6 a.m. on February 6, dozens of fans bundled up in padded jackets, scarves, and gloves gathered in front of Olympic Park in Bangi-dong, Seoul. Despite the freezing winter cold, the crowd continued to grow as fans rushed to secure good seats for G-Dragon’s very first solo fan meeting. What followed was not just an “open run” for tickets, but an unexpected treat that quickly became the talk of social media.

Anticipating the long outdoor wait, G-Dragon’s team prepared free walnut pastries for fans standing in line. The snack was no ordinary pastry it featured a daisy-shaped topping inspired by PEACEMINUSONE, G-Dragon’s iconic fashion brand. To keep them warm in the cold weather, the pastries were distributed from food trucks, and fans soon nicknamed them “G-Dragon walnut pastries.” Long lines formed as people eagerly rushed to receive one.

The pastries were thoughtfully made with chestnut filling to enhance sweetness, catering to the preferences of the largely young female fanbase. Each daisy decoration was crafted from chocolate, adding a visual signature that instantly connected the snack to G-Dragon’s brand identity. Fans were soon seen taking photos with the pastries across the venue, and social media was flooded with posts proudly showing off the gift.

The walnut pastries were produced by Buchang Confectionery, operated by F&B company FG, in collaboration with JUSPEACE, a public-interest foundation established by G-Dragon through copyright donation initiatives. G-Dragon currently serves as the foundation’s honorary chair. FG reportedly decided to participate in the project after resonating with the foundation’s charitable mission. It was also shared that G-Dragon’s mother known to enjoy red-bean-based desserts suggested walnut pastries as a meaningful, fan-focused gift with a public-good message.

Thanks to the overwhelming response, discussions are now underway between G-Dragon’s team and Buchang Confectionery about officially launching the walnut pastry as a commercial product. Industry insiders say the reaction far exceeded expectations and that the pastry has strong market potential for consumers seeking unique desserts. Rather than focusing purely on profit, both sides are reportedly exploring ways to emphasize public value, including donating a significant portion of proceeds through G-Dragon’s foundation.

A distribution industry source commented, “G-Dragon has unparalleled brand power across fashion and lifestyle. If these walnut pastries are officially released, they could become a textbook example of a successful star-based IP business.”

What began as a simple gesture for fans may soon turn into a cultural and commercial phenomenon proof that even a small pastry can carry the weight of G-Dragon’s influence.

Sources: Nate