How K-pop is Powering the Global Movement to Achieve SDG Goals

BTS, BLACKPINK, SEVENTEEN and AESPA have collaborated with the UN in the past to meet their goals. Last June, UNESCO made SEVENTEEN their “goodwill ambassadors” as they share the same commitment to empowering youth to drive change and address the challenges of today.

By partnering with K-pop groups, the UN is trying to tap into K-pop’s influence to get their messages on youth empowerment, mental health, global cooperation, and climate change goals across to youth more effectively by urging them to support future Sustainable Development Goals.

The “Global Youth Grant Scheme” was launched along with SEVENTEEN to support young people worldwide by providing financial assistance, mentoring and opportunities to build their skills. UNICEF and BTS’s initiative of the “LOVE MYSELF” campaign was to help end violence and neglect and promote self-esteem and self-care. During COP26 of 2020, BLACKPINK were appointed as Advocates for the United Nations Conference on Climate Change. AESPA delivered a powerful speech about the importance of sustainable development.

These partnerships are a part of the growing trend of international organisations working with K-pop idols to extend their reach to younger generations. With the support of K-pop groups, the UN can focus on using creativity to help build a rapport with youth and K-pop consumers by resonating deeply. This was highlighted well with the performances of SEVENTEEN and BTS in UN spaces, which helped the members express their commitment to fostering support for their assigned programs.

In this way, the UN does not just bring attention to its goals and programs; it is also actively trying to find a means of communicating with the new generations in a way that makes it more responsive. The power of fandom in the K-pop industry is a well-established fact, and using it as a resource has been proven more successful than traditional methods. Using K-pop’s global influence to promote their missions is about understanding its cultural relevance as a powerful tool in international diplomacy.

The article is authored by Nikhila Kalla, an intern from Christ University Bangalore